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© TechTarget
TechTarget
Technology Marketers’
Summit
10 Oct. 2013
100 Walker Street, North Sydney
Congo Room
© TechTarget
Bridging the Marketing
Gap from Headquarters
to the Region
Bill Crowley
SVP International
© TechTarget
TechTarget International primary goal: Make
campaigns simpler, faster-to-run, more effective
● Highest quality enterprise IT audiences, targeted by niche
tech content in the countries you care about
● Same product functionality which US marketers are
working with and are aimed at accelerating time to ROI
● Insight into your company’s campaigns in US, UK,
anywhere with experienced online marketers in your
geography
● Trying to advance the practice of online marketing for
pipeline development, everywhere in the world
3 © TechTarget
And delivers access to an active audience
of backup technology buyers
4
24% Will implement data
deduplication for backup in
the next 12 months
46% Will implement disk
configured as file system in
the next 12 months
22,983 Activities per
quarter
48% Increase in activity
since last quarter
5 websites
SearchDataBackup
SearchDisasterRecovery
SearchSMBStorage
SearchStorage
SearchVirtualStorage
We Cover Your
Market Deeply
We Understand
the Needs of your
Buyers
We Deliver Reach
Across an Active
Audience
1
2
3
© TechTarget Source: Storage Magazine Purchase Intentions Survey - ANZ
Contact Intelligence: Holistic data about the
content with which the contact has engaged
© TechTarget 5
Account Intelligence creates a holistic view of
the account with contact level details
6
Making significant investments in China,
Singapore and Australia
● Offices in Beijing,
Singapore and Sydney
● Each office staffed by
leader with >7 years of
TechTarget experience
● Operational support in
English and Chinese
● Strong lead gen through
TechTarget Japan
● Delivering >220 APAC
campaigns for 70 unique
customers/quarter
● Investing in resources to
ensure programs work
and show ROI, including
inside sales team training
● Expert China team
© TechTarget 7
© TechTarget
Effective Content Marketing and
Outreach Strategies for Engaging
the ANZ Technology Buyer
Jon Panker
VP APAC, TechTarget
2013 Media Consumption Survey
9 © TechTarget, 2013 Media Consumption Report
● Fielded September 2013 – Now
● Conducted Online
● Run Globally
- ANZ: 236
- SEA: 241
- India: 282
- China (fielded in Simplified Chinese): 224
- NA: 364
● Demos:
- Job title: 1/3 management; 1/5 LOB
- 40%1,000+ company size
- Represent major vertical markets
● All play a role in technology purchases at their company
Goal: Better understand the technology buying process
3 Characteristics of Today’s Technology
Buying Process
10 © TechTarget, 2013 Media Consumption Report
● Collaborative
● Content driven
● Compressed
© TechTarget
Buyers in ANZ are
collaborative
Technology buying is done in teams
© TechTarget, 2013 Media Consumption Report 12
0%
30%
60%
1 2-4 5-7 8-10 More than 10
ANZ North America
How many people are typically involved in the technology research and
purchasing process at your organization? What does
this mean for
you?
Stockpile
content
Persona-based
marketing
Identify and
influence the
full buying
‘team’
Implications for
IT manager+
campaigns
The size of the technology buying team
increases at large organizations
© TechTarget, 2013 Media Consumption Report 13
0%
50%
1 2-4 5-7 8-10 More than10
More than 1000 employees
ANZ North America
How many people are typically involved in the technology research and purchasing process at your
organization?
0%
50%
1 2-4 5-7 8-10 More than10
Less than 1000 employees
ANZ North America
Cross-border collaboration is quite common
© TechTarget, 2013 Media Consumption Report 14
61%
39%
60%
40%
Yes No
ANZ North America
Are there team members involved in the technology research and
purchasing process that are located in different geographies? What does
this mean for
you?
Value of cross-
geo campaigns
Consistent
messaging,
themes and
content
Need to
connect the
dots on lead
follow-up
Geos work together on a variety of different
projects
© TechTarget, 2013 Media Consumption Report 15
42%
52%
6%
45% 49%
Always Only for large-scale technologyprojects/roll-outs
Other
ANZ North America
How often are teams members in different geographies involved in the technology research and
purchasing process?
© TechTarget
Buyers are heavy
content consumers
Heavy content consumption occurs prior to
shortlisting
© TechTarget, 2013 Media Consumption Report 17
During your technology research process, how many pieces of IT-related
content do you download/view in order to make your vendor short-list? What does
this mean for
you?
Need to invest
heavily in
content
Must always be
on
Look to
publishers to fill
content gaps
0%
25%
50%
0 1 2-3 4-7 8-10 More than10
ANZ North America
Buyers are not just reading your content
© TechTarget, 2013 Media Consumption Report 18
13%
4%
83%
12%
5%
83%
Independent third-party (non-vendor affiliated) expert
Technology vendor Both independent third-partyexperts and technologyvendors.
ANZ North America
I prefer to download/view IT-related content that is created by a(n) __________________?
Buyers access a variety of content across all
markets
© TechTarget, 2013 Media Consumption Report 19
Which of the following types of content do you never use? What does
this mean for
you?
Continue to
produce
content in a
variety of
formats
Focus more
attention on the
message than
the content
vehicle
0%
25%
50%
ANZ North America
Invest in content that is highly technical and
comparative
© TechTarget, 2013 Media Consumption Report 20
When conducting research related to my IT project, I prefer to download/view content that _______.
0% 25% 50% 75%
Focuses on the technical details and functionalityinformation of the product
Highlights the value the product/solutions brings toother parts of the business
Showcases step-by-step tips and tutorials onimplementation based on global best practices
Features expert Q&A's
Compares technology vendors and their solutions
ANZ North America
Ideal webcast is on-demand and 30 minutes or
less
© TechTarget, 2013 Media Consumption Report 21
0%
50%
Live On-demand No preference
ANZ North America
Do you have a preference for live or on-
demand webcasts/webinars?
What is your preferred length of a
webcast/webinar?
0%
20%
40%
Less than10 min
10 to 20min
21 to 30min
31 to 40min
More than40 min
ANZ North America
Online videos should be relatively brief; content
trumps production value
© TechTarget, 2013 Media Consumption Report 22
0%
40%
Less than5 min
6 to 10min
11 to 15min
16 to 20min
More than20 min
ANZ North America
What is the best length for an IT-related
online video?
If an IT-related online video is helpful in
your research, how important is the
production, special effects, etc.?
0%
30%
60%
Very important.The video needsto be wellproduced.
Not veryimportant. If thecontent isvaluable, I willview it.
It depends onthe topic/contentof the video.
ANZ North America
Technology purchases are researched on
technical platforms
© TechTarget, 2013 Media Consumption Report 23
Which of the following information sources do you never use?
0%
25%
50%
ANZ North America
© TechTarget
Buying and research
cycles are compressed
If anything, research is accelerated
© TechTarget, 2013 Media Consumption Report 25
32%
14%
54%
37%
12%
51%
Shorter Longer The timeframe has remained the same
ANZ North America
Is your technology purchase timeframe shorter or longer compared to three years ago?
Internet, improved internal processes are
speeding up the research process
© TechTarget, 2013 Media Consumption Report 26
Why is your purchase timeframe shorter than it was three years ago?
“Better availability of
information to make
decisions with these
days.” – ANZ
“Influence of internet.” -
ANZ
“Information is easier to
access, and comes
quicker.” – North America
Information is readily
available online
“We have instituted new
processes to streamline
the selection and decision
making process.” – ANZ
“I’ve empowered the ICT
team to be involved with
all purchasing from the
beginning problem
identification phase.” –
ANZ
“More efficient means of
communication
internally/” – ANZ
Better defined
purchasing processes
“Clients require faster
decisions.” – ANZ
“More changes to
business strategy and
model and higher
demand to implement
changes more quickly.” –
ANZ
“We are in a highly
competitive business and
by necessity need to
make quicker decisions .”
– North America
Business demands
quicker action
Buyers need a baseline of information before
engaging with you
© TechTarget, 2013 Media Consumption Report 27
In which stage of the research and purchasing process are you most
receptive to engaging (phone, email, or live conversation) with a
technology vendor to discuss your IT project?
What does
this mean for
you?
Need to
influence early-
stage
researchers at
the point of
research
Classify content
by buying stage
and use it to
determine
when to reach
out 0%
25%
50%
Early stage Middle stage Late stage Any stage
ANZ North America
Prospects will already know a lot about your
capabilities before interacting with you
© TechTarget, 2013 Media Consumption Report 28
Before your first conversation with a technology vendor's sales rep,
which of the following would you prefer to know about the vendor and
their product?
What does
this mean for
you?
You will be
interacting with
educated
prospects
If you don’t
make this
information
available, you
enable others
to define you
and your
offerings
0%
50%
100%
The cost of theproduct
The effective ways toadopt/implement theproduct
The benefits that theproduct brings to allparts of theorganization
The competitors ofthe vendor
ANZ North America
First contact with prospects needs to be
meaningful and sales needs to be informed
© TechTarget, 2013 Media Consumption Report 29
In your opinion, the first conversation you have with a technology
vendor's sale rep is most effective when the sales rep has knowledge of
__________.
What does
this mean for
you?
Ensure inside
sales can
speak to the
issues
customers want
to discuss
Be careful
about who
speaks directly
to prospects on
your behalf,
especially third
parties
0%
50%
100%
The contenttypes you havedownloaded fromthe vendor
How theirproduct/solutioncompares toother vendorsthat you may beconsidering
Your othercolleagues whoare involved inthe IT project
The currentproducts yourorganizationcurrently hasinstalled
How yourorganization caneffectivelyadopt/implementthe vendor'sproduct/solution
ANZ North America
Final thoughts
30 © TechTarget, 2012 Media Consumption Report
How to respond to:
Collaborative Buying Teams:
● Create content with personas in mind
● Reconsider job title filters on demand gen activities
Content-driven Buyers:
● Use global content, sponsor independent content
● Widely market content in an always-on fashion
Compressed Research/Buying Cycles:
● Influence early stage-buyers
● Let content cues dictate when you engage more directly
© TechTarget
Digital Content,
Communities & Social –
ANZ Social Media Survey
Josh Garland
Country Manager, ANZ - TechTarget
© TechTarget
Before making a tech purchase, buyers will
access a wide variety of information sources
© TechTarget 32
What does this
mean for you?
The variety of
interactions that
take place prior to a
purchase speaks to
the need for
maintaining a
proper media mix.
Which of the following did you and the members of the buying
team do before making your most recent purchase? (Select all
that apply)
0% 20% 40% 60% 80%
Met face to face with the vendor
Spoke on the phone with the vendor
Visited the vendor's website
Did a Google search for the vendorson the short-list
Downloaded a whitepaper from thevendor
Attended a face-to-face event to meetwith the vendor
Discussed the vendor with my peers
Visited the vendor's social mediapages/subscribed to their feeds
None of these
ANZ
TechTarget Social Media Survey – ANZ Overview
● Global enterprise ITDM social media activity survey
- 126 ANZ respondents
- 44% IT Mgr+, 50% >500 employees
● Professional use of social media is significant
● Social media lags as a purchasing resource, but different
platforms have different strengths
● Much more sharing/discussion than previously
associated with non-developer ITDMs
33 © TechTarget
While vendor sites & independent communities
lead research, social networks have firm role
© TechTarget 34
78%
78%
72%
52%
46%
41%
38%
37%
26%
Online IT communities
Vendor Sites
Independent edit sites
Peer reviews
In-person events
Social networks/sites
Online events
Print pubs
Mobile news/apps
Which of the following resources do you leverage when researching technology
purchases?
Social platforms making progress on peer/expert
engagement; independent forums/vendor
communities are first stop for many activities
© TechTarget 35
For each of the following online social platforms, indicate the professional activities in
which you participate.
60%
67%
60%
48%
41%
41%
50%
56%
68%
68%
67%
59%
26%
34%
16%
18%
10%
24%
16%
46%
23%
Keep up on trends
Answers to specific IT questions
Research IT solutions
Get product news and information
Access IT vendor experts
Engage w/ peers
Independent subject experts
Independent IT communities IT vendor communities Social networking websites
When using communities/social networks,
users are early to mid-stage in buying process
© TechTarget 36
*Global Results
At which stage(s) of your buying process do you visit online IT communities or social
networking websites to research technology products and/or vendors?
Promote content for appropriate stage
Vendor communities are important, but only used
intermittently
© TechTarget 37
How often do you visit the following IT vendor communities in a professional capacity?
13%
2%
3%
3%
3%
5%
2%
4%
30%
9%
15%
6%
10%
6%
6%
5%
6%
3%
2%
34%
37%
23%
23%
16%
18%
16%
10%
10%
6%
6%
Microsoft
Citrix
VMware
HP
Dell
Oracle
Cisco
SAP
NetApp
EMC/RSA
Intel
Daily Weekly Monthly
Small co - Engage partner communities
Big co - Connect more frequently
Among “social networking” sites, LinkedIn, Blogs
and YouTube are the most used by ITDMs
© TechTarget 38
How often do you use the following social networking sites in a professional capacity?
24%
9%
8%
21%
15%
10%
2%
27%
27%
20%
16%
14%
4%
8%
19%
21%
25%
8%
14%
9%
10%
Blogs
YouTube
Google+
Social Bookmarking
Daily Weekly Monthly
“Professional” is broad category of activity,
think in detail about activity classes
LinkedIn leads in most uses, but other social
platforms have strengths around tracking content
© TechTarget 39
For each social platform, indicate the professional activities in which you participate.
37%
18%
11%
8%
9%
20%
10%
9%
10%
6%
58%
13%
21%
14%
1%
Google+
YouTube
Follow experts Follow vendors Follow peers
When it comes to “actions,” platforms also have
different strengths
© TechTarget 40
For each social platform, indicate the professional activities in which you participate.
33%
5%
11%
11%
4%
29%
5%
10%
8%
1%
20%
2%
3%
18%
17%
Google+
YouTube
Ask/answer questions Participate in discussions Research IT vendors/solutions
© TechTarget 41
IT buyers are actively engaged in social communities
95 47
ITDMs are traditionally “readers” online, but
social sites are earning actions
IT Pros can be brand-builders/extenders
Frequency of these actions is increasing
© TechTarget 42
9%
38%
47%
6%
Frequently contributecontent
Occasionallycontribute content
Read only I do not visit onlinecommunities or socialnetworking websites
What is your participation in online IT communities and general social networking sites?
Valuable content will be shared regardless of
source
© TechTarget 43
26%
3%
71%
Peer Vendor Doesn't matter as long as thecontent is worth sharing
Are you more inclined to look at vendor content that has been shared/re-tweeted by a peer
or shared/tweeted by the vendor themself?
White papers and technical content are most likely
content to be “shared”
© TechTarget 44
71%
67%
63%
43%
41%
41%
32%
30%
29%
23%
22%
19%
16%
15%
7%
White papers, case studies or research
Technical tips/tutorials
Articles
IT downloads/demos
Expert blogs
Online events/conferences
Webcasts
Videos
Offline events/conferences
Vendor-specific social feeds
Vendor blogs
Calculators, tools or widgets
Podcasts
Slide decks
Infographics
Which types of content are you most likely to "share" with your peers/social networks?
How TechTarget uses social to expose more
content and earn more followers
-
Content-rich ad units have engagement
rates above all industry benchmarks
Things to think about
● Classic digital advice holds true
- Content volume and quality is crucial to online interactions
- Context is even more important – right expert in the right
forum
● Importance of online social interactions is yet another
reason to push sales and SE teams to be tuned to digital
signals and assigned to key activity zones. They need to:
- Be monitoring the right places
- Be aware of what content is best for that moment (stage of
buying, language, topic, technology…)
● Professional social networking use is happening with and
without you; Invest in content that will drive the
conversation when you’re not there
46
© TechTarget
Nurturing Beyond Your
Current Pipeline
Bill Crowley
SVP International
© TechTarget
Globally consistent trend: purchasing
decisions shaped online before sales contact
48 © TechTarget
Over 2/3s of the buying
process occurs before
sales is even contacted (Sirius Decisions)
The 6 Month
Prospect Buy Cycle
Without you With you
49
Vendors must focus while buyers are using
diverse array of outlets and content.
IT staff, Senior IT Mgmt and LOB prospects engage
vendor content as many as 6 times before
considering that vendor for short-list.
© TechTarget , TechTarget Media Consumption Study
Online consumer interactions are raising
expectations for B2B engagements
50 © TechTarget
1 …wants to interact
anywhere at anytime
2 … expects digital
interactions to deliver
exceptional experience
3
… desires
personalisation and
targeting specific to
needs
4 …requires easy
interaction
Today’s
Buyer
McKinsey & Company note 4
key prospect behavior trends
that will continue to grow
Marketing and sales have to be more prepared than ever before!
Biggest disconnect in tech market is how to
engage over a sales cycle
51 Online ROI Summit | © TechTarget
Most IT buyers indicate that they rely heavily on vendor content,
and not sales interactions, prior to completing their short list
52 Online ROI Summit | © TechTarget
Sales remains relationship-driven business, but power of "who you
know" now trumped by "what you know about who you know”.
<
Next stage of market development: Use
intelligence to close marketing & sales gap
Intelligence driven marketing – making progress
and driving enhanced ROI
53 Online ROI Summit | © TechTarget
Enablement
Strategy/Tactics
Engagement
Targeting Justification
/ROI
Enablement
Strategy/Tactics
Engagement
Targeting
Justification
/ROI
Core Sources of Intelligence
Online ROI Summit | © TechTarget 54
Activity
Intelligence
from
Outbound
Programs
Market driven intelligence Campaign driven intelligence
Activity
Intelligence
from
Inbound
Programmes
Social
Intelligence
Market
Intelligence
from
External
Sources
Activity
Intelligence
from
Outbound
Programmes
Nurturing is critical to influencing prospects to
engage when they’re ready to talk
55 © TechTarget
Better Prospect
Engagement
Increased Revenue
per Prospect
Maximised
Marketing Efficiency
14% Increase in CTRs with
personalised emails
(Aberdeen Group)
47% Larger purchases by
nurtured leads
(Annuitas Group)
46% Marketers with mature
lead processes see sales
success with more than
75% of leads
(Forrester Research) 10% Increase in email
conversion rates
(Aberdeen Group)
9.3% Bigger sales quote
achievement rates from
mature lead management
(CSO Insights)
Building a strong lead nurturing strategy
56
© TechTarget
Personas 1
Content Audit 2
Lead Scoring 3
Lead Nurturing 4
57 © TechTarget
Demographics Pain Points Goals or
Triggers
Media
Preferences
Buyer Persona- picture of
type of person who buys or
influences your product
purchase
Activity
Start with clear understanding of your targets,
and the “personas” you engage 1
58 Online ROI Summit | © TechTarget
● Media / Content
● Pragmatic – what do I need
to know to make a decision
● Heavier reliance on
product literature
1 Persona examples
IT Staff Persona
● Tone / Topics
● Relationship between
technology & business
● Strategies & frameworks
● Relationship between
business challenges and
solutions
● Media / Content
● Very active consumers of
content – 2X of their staff
● More interested in case
studies
● More active on emerging
initiatives and opportunities
Senior IT Mgmt / CIO Persona
● Tone / Topics
● Speak to technology
disciplines
● Tactics and planning
● Solution architectures and
trade-offs
59 © TechTarget
Audit current content mix
Identify content Gaps
Budget for content to fill the gaps
Calendar content plan
Produce according to calendar
Catalog content by key attributes
Optimise content for search
Take time to audit, optimise and evolve your
content - your lead nurturing fuel 2
Map your content
● Take a strategic
approach to
deploying content
● Content Map
- Content asset inventory
Assessment
- Relationship to buying
stages
- Types of media utilized
- Language
Buyer’s Decision Phase
Awareness Consideration Decision
Me
dia
Typ
e
Product
Info ? ? ?
Streaming
media ? ? ?
EBooks
White
Papers
Case
Studies
? ? ?
An Ideal Content
Alignment 25% 45% 30%
Awareness (1-2 months)
Consideration (3-4 months)
Decision (1 month)
Priority content for your goals market by
market
61 © TechTarget
Editorial Content
Custom Content
Vendor Content
Banners
Vendor Websites
Online IT Communities
Vendor Comparisons
Online Vendor Demos
Trial Software Downloads
Product Literature
Virtual Tradeshows
Streaming Media
Case Studies
White Papers
Editorial Sites
E-Books
Identify a
Problem
Research
Solutions
Build a
Shortlist
Content
Types
Media
Vehicles
62 © TechTarget
Content best practices
Non-
promotional,
well-written
Relevant to your
solution and
your target
audience &
personas
Give proof, share
experience or
solve problems
(don’t shill)
Show, (don’t
just tell)
Start small, think
big and adapt
quickly
Optimise Content
and Do
Something
Unexpected
Reorganise,
Rewrite, Retire,
Reimagine
(don’t just
recycle)
1
4
7
2
5
3
6
High score doesn’t always mean sales-ready
Score on implicit and explicit data
Recycle Leads
Set threshold for Sales Handoff and only call on those leads
Integrate CRM when practical
A look at effective lead scoring 3 Lead Score - Rating on lead that
classifies, based on attributes, where
lead is in buy cycle, and what
engagement should come next
Things to remember
63 © TechTarget
Leverage explicit and implicit data in factoring
scores
EXPLICIT: Demographics
● Title
● Role in Company
● Department
● Buying Role (be skeptical)
● Revenue and Budget
● Employee Size
● Location
● Industry/Vertical
● Web Behavior
● Email Open/ Click through
● Content Download
● Time on Site/Pages
● Event Attendance
● View Webinar, Video or
Demo
● Negative Actions
(unsubscribing)
● Form Fill outs © TechTarget 64
IMPLICIT: Behavioral
65 © TechTarget
Building your nurturing strategy & plans 4
Persona-
based
content maps
Lead scoring
methodology
Lead
Nurturing
Strategy
Make it
Personal
Be Short.
Be Clear.
Be Concise
Measure.
Test.
Optimise.
Follow up the
right way at
the right time * * * *
Marketer driven nurturing- continual brand and
content engagement on your timeline
66 © TechTarget
Pre-defined nurture
streams & website tracking
Prospects who engage
with additional content
6-10%
The challenge:
Prospects want
control of their own
research process
Client Ecosystem
Prospect accelerated nurturing - continual brand
and content engagement on their timeline
67 © TechTarget
TechTarget Ecosystem
Prospect initiated
nurturing during
research
Real-time account
targeting to
surround buying
team
Nurture and Qualify
campaign
reengagement rate
49.4%
Nurturing at point-of-activity/research
● Custom unit can include additional content assets, video, & social feeds including
Twitter, Facebook, Blog, etc.
● Offers prospects the ability to “self-nurture”, accelerating their movement through
the buy-cycle
68 © TechTarget
Demand Engage Unit – displays adjacent to PDF Content Assets
Additional Demand Engage examples
© TechTarget 69
Features video and content assets with
tabs for blog, resources, and Twitter feed More prominently features blog content
Marketer Driven + Prospect Accelerated =
maximised prospect & account engagement
70 © TechTarget
Client Ecosystem TechTarget Ecosystem
Prospect
initiated
nurturing
Real time account
targeting to
surround the buying
team
Pre-defined nurture
streams & website tracking
Influencing the
Buying Team
Dashboards, email alerts highlight qualifications
and bring sales into the process
71 © TechTarget
Lead Nurturing Recap
Things that work
● Focus on buy-cycle
phases as campaigns
● Define Personas and who
you want to nurture
● Educate with relevant
content
● Personalise & Segment
● Keep it short and clean
● Measure ,Test, and
Optimise
● Give prospects options
● Just Focus on Top of the
Funnel
● Send Every Lead Every
● Send Emails Every Day
● Leave any lead behind
● Just rely on emails
● Start nurturing without
defining a lead
management process
● Include sales, give them a
voice © TechTarget 72
Things that mislead
73 © TechTarget