#TTGTSummit | www.techtarget.com/ForMarketers
© TechTarget Worldwide ROI Summit
The Who, What, Where, How and When of Modern Marketing
Courtney Kay
Vice President, Field & Product Marketing, TechTarget
Creating a sales
addiction to
marketing
7.4k US Magazines5
85% b2b buyers
want vendor
content on
social
networks8
70% of buyers review
4+ content pieces (for deals $10k+) 7
© TechTarget
The fundamentals of marketing haven‟t
changed but, our environment has
Truth #1:
Our goal is still to “attract, acquire,
& engage a clearly defined &
understood target audience”
725 Minutes/
day with
media1
1,700 Banners
served per
day, per
person2
24 Social networks
with 20m+
monthly users3
9.8k Major tradeshows
worldwide each year4
But, they‟re more
demanding & harder
to find…
2
672m Websites6
Sources: 1 eMarketer; 2 New Media & Marketing; 3 Business Insider; 4 EventsEye;
5 Magazine.org; 6 Internet Live Stats; 7 MarketingProfs; 8 Earnest Agency
The fundamentals of marketing haven‟t
changed but, our environment has
© TechTarget 3
…and, we have to use
lots more technology to
effectively reach them
50% Increase in
marketing
automation
expected by 20153
70% Of businesses
have a Chief
Marketing
Technologist5
34% of B2B orgs
nurture leads
monthly4
947 Companies
selling tech for
marketers1
$750m Marketing
automation
industry2
43 Marketing
technology
categories1
850% Vendor
growth in
2.5 years1
$ Sources: 1 Chiefmartec; 2 DemandGen Report;
3 SiriusDecisions; 4 MarketingSherpa; 5 Gartner
The fundamentals of marketing haven‟t
changed but, our environment has
4 © TechTarget
Truth #2:
We‟re still subject to
sales‟ ability to mobilize
against what we deliver
However, the data available as a
result of these environmental shifts
can greatly improve our ability to
generate a stronger sales deliverable
10% Lift in sales
from
personalized
marketing1
44% Increase in
pipe3
70% More revenue
driven from quality,
cleansed data4
53% Higher
conversion
rates2
5-8x ROI on
marketing
spend from
persona-based
approach1
Sources: 1 McKinsey; 2 Aberdeen; 3 Forrester; 4 Earnest Agency
Buyer behavior + technology + process
evolution = Intelligence-driven marketing™
5 © TechTarget
Generate more
efficiency and
effectiveness in
your marketing
1
More precisely
identify and
deliver the right
prospects to
sales
2
Our marketing tactics need to evolve to
rise to the challenge and deliver the results
6 © TechTarget
When
What
Who
How
Where
Using
Intelligence
to transform
how we
execute our marketing
strategies
Today‟s buyer expects
his or her specific needs met
© TechTarget 7
“This is not about being
tracked and harassed.
This is about being served” Jim Sterne
eMetrics
82% Want
industry
specific
information2
67% Prefer content targeted
To his/her job function2
49% Desire
company
sized
focused
content2
57% Fine with providing
personal information for a
better online experience1
How they
feel…
What
they
want…
74% Frustrated
by websites
that don‟t
meet their
interests1
Sources: 1 Harris Interactive; 2 MarketingSherpa
The “proof” that personalization makes a
considerable impact when you get it right
© TechTarget 8
35% Portion of Amazon‟s 2013 revenue
generated from its personalized
recommendation engine2
200 Named account
prospects uncovered in
1 month1
Sources: 1 Insightera/ Marketo; 2 Lattice Engines
The age of “persona marketing”
and the attributes that matter
© TechTarget 9
Criteria 4
Journey 5
Goals 2
Needs 1
3 Barriers
Source: Buyer Persona Institute
Buyer
Personas
Zero in on what matters by focusing on the
needs you meet (and the ones you don‟t)
10 © TechTarget
Exclusionary
Personas
Apply the “who” to the “why”
© TechTarget 11
Leverage interviews, as well
as CRM, customer service,
sales & win/loss data to fill
in the gaps, exploring things
like:
- Technology goals
- Implementation
barriers
- Purchase criteria
- Buy cycle journeys
Apply the “who” to the “why”
© TechTarget 12
Don‟t…. focus on the
attributes that don‟t matter.
Do…. focus on the team
and how they work
together
Compile and consolidate
© TechTarget 13
Name: Jake
Role: Mid level manager, Large Enterprise
Function: Manages the Data Center
Industry or sector: North American ecommerce
Challenges: maintaining visibility and managing systems
Trigger: Systems failure or outage
Goals: Run an efficient, reliable, low cost DC
Create and circulate
composite snapshots of your
persona(s)
If you‟re creating different
personas by segment or
product area, cross reference
to eliminate overlap, or
expand opportunity
Revisit and rework regularly
Identify, modify and measure
© TechTarget 14
Explicit
Insights User provided
data that can
provide certain
profile data
Registration
Data
Survey data
Discussions
Online
Behavior
Implicit Insights Observed data or
information deduced from
other, explicit activities
Click Data
IP Data
Ensure that your systems &
processes are set up to
collect and execute against
the attributes that matter
Buyers want personalized, buy cycle specific
content, putting a strain on the budget
15 © TechTarget
76% Of buyers
want different
content at
each buy cycle stage1
2nd Largest
marketing
expenditure
is content creation &
management2
Identifying and building what
prospects want to consume when
they want to consume it; and,
Communicating it in a way that
will keep them engaged, and
drive mindshare
Ensure efficiency by:
Sources: 1 Pardot; 2 Gartner
Before you think „prospect‟ think „market‟-
use market maturity to guide your content
© TechTarget 16
Increasing Activities Decreasing Activities
Increasing
Lead
Ratio
Decreasing
Lead
Ratio
Stage 2 – “Mainstream” Asset Overweight
(Consideration)
Stage 4 – “Death” (Decision)
Editorial
Vendor
Stage 1 – “Hype” Asset Overweight
(Awareness)
Stage 3 – “Maturity” Asset Overweight
(Consideration, Decision)
Marry the needs of the market with the state
and goals of your brand to define a purpose
17 © TechTarget
- Inform about a concept
- Teach a how-to
- Inspire
- Entertain
- Persuade
- Start a discussion
- Create controversy
- Share an opinion
- Communicate industry
knowledge
Defining a
Content
Purpose
Source: Adapted from CMI
Hone in on the formats that resonate best for
the stage of the buy cycle you‟re focused on
18 © TechTarget
30%
35%
39%
39%
29%
47%
45%
44%
37%
31%
34%
43%
37%
39%
36%
38%
24%
21%
24%
25%
25%
22%
29%
25%
17%
8%
16%
9%
7%
5%
7%
9%
8%
Trial software downloads
Vendor comparisons
Online vendor demos
Webcasts/Webinars
Customer case studies
Product literature
Online videos
White papers
Virtual trade shows
Online peer insights
eBooks
Awareness Consideration Decision
NA 1,000+
Source: TechTarget 2013 Media Consumption Study
Apply the content preferences of your
personas to the list to narrow it down
19 © TechTarget
28%
25%
29%
27%
28%
31%
27%
30%
34%
33%
33%
41%
40%
46%
36%
30%
36%
32%
34%
30%
38%
40%
40%
32%
43%
40%
34%
57%
36%
64%
17%
21%
25%
27%
30%
21%
33%
32%
39%
32%
34%
38%
24%
48%
45%
Podcasts
Online banner ads
Online peer insights
Trial software downloads
eBooks
Infographics
Vendor comparisons
Blogs
Webcasts/Webinars
Customer case studies
Online vendor demos
White papers
Virtual trade shows
Online videos
Product literature
Exec
Mgr
Staff
Source: TechTarget 2013 Media Consumption Study
Adjust the message to resonate with the
challenges, goals, & pain points of personas
20 © TechTarget
• Business Analytics project • A bank with 1,000+ employees
• Purchasing within 6 months
• 5 active researchers on TechTarget
• Purchase Considerations: • Predictive Analysis
• In-memory performance/speed
• Data visualization
• Social media/sentiment analysis
• Text analysis
• Pain Points • Data integration
• Data quality
• Tying Analytics to business
Adjust the message to resonate with the
challenges, goals, & pain points of personas
21
Executive
Director
Continuous
Improvement
Director
Information
Architect
Confirmed
Technical
Decision Maker
Activity
• Taking advantage of big
data analytics
• Big data definitions fail
to describe challenges
of large data sets
• SAP® and IBM®: A
Real-Time Data
Platform Solution
• Orchestrating a big data integration strategy
• The ins and outs of
harnessing Hadoop
technology
Activity
• Social Analytics:
Opportunities and
Challenges
• Reaping The Benefits of
Next Generation
Dashboards
• Supporting a
Multichannel Contact
Center
• Bringing Social Media
Interactions into the
Contact Center
Activity
• Roadmap to
Capitalizing on Big
Data's Value
• Creating New Business
Models Where Digital
Meets Physical
• Seven Symptoms of
Forecasting Illness
• Top Five Contact Center
Trends for 2013
• The Broadening of
Contact Centers
Horizons
© TechTarget
Strategy Guy Social Stakeholder Data Stakeholder
Adjust the message to resonate with the
challenges, goals, & pain points of personas
22
Executive
Director
Continuous
Improvement
Director
Information
Architect
Confirmed
Technical
Decision Maker
Activity
• Taking advantage of big
data analytics
• Big data definitions fail
to describe challenges
of large data sets
• SAP® and IBM®: A
Real-Time Data
Platform Solution
• Orchestrating a big data integration strategy
• The ins and outs of
harnessing Hadoop
technology
Activity
• Social Analytics:
Opportunities and
Challenges
• Reaping The Benefits of
Next Generation
Dashboards
• Supporting a
Multichannel Contact
Center
• Bringing Social Media
Interactions into the
Contact Center
Activity
• Roadmap to
Capitalizing on Big
Data's Value
• Creating New Business
Models Where Digital
Meets Physical
• Seven Symptoms of
Forecasting Illness
• Top Five Contact Center
Trends for 2013
• The Broadening of
Contact Centers
Horizons
© TechTarget
Strategy Guy Social Stakeholder Data Stakeholder
If you were the
installed vendor
that they‟re not
considering for
the project and
you had all that
intelligence, just
imagine what
you could do
If you were the
vendor they are
considering that
isn‟t installed,
think about how
much faster you
could
accelerate the
opportunity
Turn the content into a story
© TechTarget 23
- Speak truthfully
- Infuse personality
- Create relatable characters
- Include a beginning, a
middle and an end
- Don‟t give it all away
Tips for effective storytelling: “People buy
your Brand
because of
How you do
the Why in
What you do.”
Leo Verdonck
Brand Strategist
73% Of buyers
believe
ads should
tell a unique
story1
Source: 1 Adobe
Enable content to retain reach, generate
engagement, and drive overall mindshare
24 © TechTarget
70% Of buyers
notice ads
and content
but won‟t
click1
0 Of a 20
random
had a call
to action before the
last page
Source: 1 Forbes
We know content works, but it‟s never been
more complex or critical to distribute efficiently
© TechTarget 25
87% Of buyers
say online
content has
an impact on vendor
selection1
13 Number of
channels being
used to market
B2B content2
“Content Is King, But
Distribution Is Queen and
She Wears the Pants” Jonathan Perelman
BuzzFeed
“Put
Distribution
At The
Heart Of
Content
Marketing” Ryan
Skinner
Forrester
Sources: 1 CMO Council & Netline; 2 Content Marketing Institute and MarketingProfs
Many types of online sources to choose from,
each serving a purpose for today‟s tech buyer
© TechTarget 26
Teach Analyst,
research &
publisher outlets
that provide
independent
perspectives Solve Provide in depth
detail about how
a particular
solution, service
or suite solves a
challenge
Talk Social networks
& communities
offer peer and
user access for
recommendation
& validation
44% Of B2B buyers consider
analysts trustworthy1
67% Of B2B buyers value and
trust professional
associations & research1
46% Consider industry orgs and
peer groups valuable in
shaping purchase decisions1
Source: 1CMO Council & Netline
However, sites that talk at vs. with buyers
are solicited more earlier on in the purchase
27 © TechTarget
IT publisher websites IT publisher websites IT vendor websites
IT vendor websites IT vendor websites Online IT communities
General business websites General business websites General business websites
Search engines Online IT communities Social networks
Online IT communities Social networks IT publisher websites
Social networks Search engines Search engines
Awareness Consideration Decision
Teach & Solve Teach & Solve Solve & Talk
Sites that…
Source: TechTarget 2013 Media Consumption Study
Prioritize your production and distribution
based on the goal of your campaign
28 © TechTarget
1 Greatest
reach &
buying
team
potential 2 Second highest
reach & greater
opportunity for
personalization
3 Most
personalized
and therefore
engaging
Turning data into intelligence to better use
distribution sources for reach & engagement
© TechTarget 29
Data Includes the
raw facts
and figures
or „ingredients‟
used to
inform our
marketing
Intelligence How we use
those ingredients
to inform our
strategy and build/deploy a
more relevant
message
The “Teaching”
and “Talking”
websites we
use offer a
mass of data we can
transform into
intelligence for
better targeting,
audience identification
and persona
optimization
Site (or segment level) targeting delivers
cheap reach, but little to no relevance
© TechTarget 30
Pros
- Low CPMs
- Impression
volumes
Cons
- No alignment
- Terrible CTRs
Pros
- Better
alignment
- Stronger CTRs
Cons
- Higher CPMs
- Still anonymous
Topical targeting delivers alignment
& performance, but at a higher cost
© TechTarget 31
Targeting
• Persona-based
targeting or dynamic messaging
• Conquesting, or
targeting based on competitive interest
• Advanced content
targeting (videos, engagement oriented banners
etc)
• Intenders (or
targeting active projects
Leverage publisher intelligence to target
segments with timely, personalized messages
© TechTarget 32
Demographics
• Industry
• Geography
• Company size
• Title
• Role
• Function
Behavior
• Browsing activity
• Social activity
• Download activity
• Buy cycle stage
2-4x
CTRs
78% of marketers said
intelligence-driven branding
increases acquisition &
conversion
71% said it enables the delivery
of more relevant messaging to
more finely segmented audiences
68% said it drives an increase
in clicks & traffic generated
63% said it increases efficiency
in media buying & planning Source: BlueKai
First Party
• CRM data
• Activity Patterns
• Purchase history
• Account targets
• Cross pollination
Second Party
• Exposes look-a-
likes
• Supplements first
party data
Layer multiple data sources together
to increase intelligence and impact
33 © TechTarget
Applications
• Augments what
you know about users in your DB
• Supplements
audience targets with third-party lookalikes
• Allows for a richer
set of data modeling and message/offer
management
Parting thoughts
34 © TechTarget
● Evolving tactics to take advantage of available intelligence is critical efficient and effective marketing in 2014
● Build, measure, communicate and evolve personas to guide the marketing strategy & content production
● Prioritize content development & distribution based on the market, your brand, and the needs/preferences of personas
● Leverage advanced targeting to better engage audiences and drive mindshare
35
Parting thoughts
Getting the right
information to
sales, in the right
format, at the right
time, and through
a consistent
process, is key to
creating an
Intelligence-driven
sales engine
© TechTarget
36
Thank you
Worldwide ROI Summit | © TechTarget
