The Concentrate Market Measures 2015 Report - NZSA Presentation

AGENDA1. Market Measures benchmark statistics.

2. Core theme: “Bringing knives to a gunfight”.

3. Responding to the challenge.

Free report download:

Visit marketmeasures.co.nz and use promo code “MMSA”

We help New Zealand’s smartest technology firmsfind and grow markets for their products

Coming up with ideas isn’t the barrier to growing more companies, it’s our ability to sell them successfully into big export markets.

2010 2011 2012 2013 2014 2015

Annual turnover growth 40% 48% 53% 39% 38% 44%

Companies exporting 77% 85% 69% 77% 77% 68%

Using channel partner in export markets     38% 31% 33% 35%

Sales & marketing expenditure 40% 30% 28% 29% 27% 20%

SEVEN YEARS OF BENCHMARKS

When it comes to generating leads we’re bringing knives to a gunfight.

Source of leads: NZ vs USA tech companies

Cold calling by sales group

Indirect marketing Other0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

New Zealand companies USA companies

Kiwi tech firms need to expand their armoury to generate leads more efficiently.

1. CHOOSE YOUR WEAPON

New Zealand companies

USA companies0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% of companies

Use of content marketing

Content marketing tactics used

Case

studie

s

Article

s on y

our w

ebsite

Blogs

Social

med

ia con

tent

eNew

slette

rs

In-pe

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vents

White p

apers

Video

s

Online

prese

ntatio

ns

Illustr

ation

s/pho

tos

Webina

rs/web

casts

eBoo

ks

Infog

raphic

s

Resea

rch re

ports

Microsit

es0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NZ companies USA companies

Use of social media platforms to distribute content

LinkedIn Twitter Facebook YouTube Google+ SlideShare We don't use social

media

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NZ companies USA companies

Deploy content marketing to generate leads, not just retain customers.

2. TAKE AIM

Importance of content marketing goals

Cadence is everything when it comes to generating leads.

3. FIRE! FIRE! FIRE!

Frequency of content publication

Marketing Automation software platforms

Measurement is a huge blind spot for New Zealand technology marketers.

4. CHECK IT HIT THE TARGET

None Minimal Some A lot Significant

Website activity (e.g. visits, page views)

Sales funnel activity (e.g. contacts, leads, prospects)

Lead generation (e.g. number, source, quality etc.)

Social media activity (e.g. LinkedIn updates, Tweets)

Customer satisfaction index

Offline promotional activity (e.g. tradeshow leads, direct mail responses)

Brand awareness

Online promotional activity (e.g. Google AdWords clicks)

Levels of metrics and marketing measures in place

ABOUT USConcentrate helps New Zealand’s smartest technology firms find and grow markets for their products.

If you have the courage to focus, we have the tools and experience to help you realise the potential of your innovation.

www.concentrate.co.nz