Forr marseilles june 2012 neutral

© 2011 Forrester Research, Inc. Reproduction Prohibited 1 © 2009 Forrester Research, Inc. Reproduction Prohibited

Leave Your Competitors Behind With Better Marketing Campaigns

Peter O’Neill, Vice President, Principal Analyst

Marseilles, June 27, 2012

© 2011 Forrester Research, Inc. Reproduction Prohibited 2

Vendor-centric fulfillment marketing

models don’t work in today’s market

Today’s empowered buyer controls when and how

information is found and consumed, so tech

marketers must configure their programs and

content accordingly.


1. Why tech marketing must become strategic

2. Understanding the buyer’s journey

3. Developing compelling marketing campaigns

Agenda


Tech marketing is already adjusting to a new engagement model

Source: May 07, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report

Offer

Fulfill

Respond

Seller Buyer

Old Market interactions

based on offers

O-R-F scales with media


Forrester calls the new model “need-match-engage”

From IT to business technology (BT)

Offer

Fulfill

Respond

Seller Buyer

Old Market interactions

based on offers

O-R-F scales with media

New Market interactions

based on needs

Need

Match

Engage

Seller Buyer

N-M-E scales with social media

Source: May 07, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report


The customer’s journey ends with THEIR outcome

Scope

Plan

Select

Implement

Roll-Out

Aware

Outcome

• Customer’s hard work starts after “select.”

• Customers routinely abandon plans after

selection

• Cloud-based, subscription solutions must

prove themselves “every month.”

• Customer journeys are communal.


And something else has changed

Groups include people participating in at least one of the

indicated activities at least monthly.

*Conversationalists participate in at least one of the indicated

activities at least weekly.

•Publish a blog

•Publish your own web pages

•Upload video you created

•Upload audio/music you created

•Write articles or stories and post them

•Update status on a social networking site

•Post updates on Twitter

Creators

Critics

Collectors

Joiners

Inactives

Spectators

Conversa-

tionalists*

•Post ratings/reviews of products or services

•Comment on someone else’s blog

•Contribute to online forums

•Contribute to/edit articles in a wiki

•Use RSS feeds

•Vote for websites online

•Add “tags” to web pages or photos

•Read blogs

•Listen to podcasts

•Watch video from other users

•Read online forums

•Read customer ratings/reviews

•Read tweets

•Maintain profile on a social networking site

•Visit social networking sites

None of the above

The Social Technographics® ladder

Source: April 28, 2010, “Social Technographics®: Business Technology Buyers” Forrester report


BT decision-makers,

for business purposes

32%

17%

46%

36%

44%

80%

14%

Base: 1,001 BT decision-makers

at firms with 100 or more

employees in the US and

Western Europe

2011 adoption of social media behaviors by BT buyers

US online adults,

for any purpose*

23%

31%

33%

19%

59%

68%

19%

Percentages include US online

respondents who said that they

engage in selected social activities for

any purpose and BT decision-makers

who said that they engage in selected

social activities for business purposes

or for both business and personal

purposes.

Creators

Critics

Collectors

Joiners

Inactives

Spectators

Conversa-

tionalists

86% of business

technology

buyers engage in

some forms of

social activities

while working.

*Base: US online adults

Source: North American Technographics® Online Benchmark Survey, Q2 2010 (US) and US And European B2B Social Technographics® Online Survey For Business Technology Buyers, Q1 2011


2011 BT Social Technographics® by country

France

(N=98)

Germany

(N=97)

UK

(N=112)

US

(N=694)

40% 40% 22% 31%

23% 20% 14% 16%

58% 56% 34% 45%

48% 52% 29% 33%

54% 42% 38% 43%

81% 75% 76% 81%

13% 16% 17% 13%

Creators

Critics

Collectors

Joiners

Inactives

Spectators

Conversa-

tionalists

Source: US And European B2B Social Technographics® Online Survey For Business Technology Buyers, Q1 2011


Understand the buyer’s journey

Need SALES INTERACTIONS

MARKETING INTERACTIONS

SOCIAL & DIGITAL INTERACTIONS

Solution





Agenda


More multi-touch, multi-target marketing in 2012

• No one influencer has more than 30% of the total power through the purchase process

30%

• Average number of different sources used through out the purchase funnel 7.6

• The ratio of “find on their own”, what we can “send them”, and what “sales can deliver”, in the overall mix

3:1:1

Source: Tech Marketing Navigator


Tech marketing organizations must think beyond lead generation

Lead-to-revenue management (L2RM)

Lead

nurturing

Sales

process

Customer

retention and

expansion

Revenue Revenue Awareness Lead

origination


Opportunity

Execute to improve conversion ratios

Customer

Retention &

Expansion

Customer

Lifecycle

Revenue

Lead

Nurturing

Sales

Process Awareness

Lead

Origination

Initial

Revenue

Inquiry

Mark

etin

g R

eady

35% Average conversion ratio

for the tech industry

Sa

les-R

eady

32%

Dea

ls w

on

6% The numbers to beat!





Agenda


Understanding your buyers by defining personas

Cynthia Ianato

Chief Information Officer

What makes the

job fun

What makes the

job hard

Role and Tenure .

Personal Profile

Key Issues &

Responsibilities


Content Mapping: Own the Journey

Consideration Purchase Awareness

Consideration

Buyer Activities

Research Solutions

Architect the Solution

Build a Business Case

Establish Budgets

Potential Content Options

Whitepapers

Technical Spec’s

ROI Models

Product Cost Information

Implementation and Adoption Plans

Integration information


Content Mapping: Own the Journey

Buyer Activities

Evaluate Vendors

Shortlist Vendors

Proofs and Pilots

Negotiate

Consideration Purchase Awareness

Potential Content Options

Features and Options

Competitive Comparisons

ROI Examples

Customer References

Deployment Options

Price and TCO Examples

Purchase


© 2012 Planview, Inc. | 19

Awareness

An example journey

Interest Evaluation

Research

White Papers

Blogs

Videos / Podcasts

Webcasts

Events

Case Studies

Testimonials

Webcasts w/

Customer

Seminars / Events

Solution White

Papers

Analyst Reports

Data Sheets

ROI Analysis

Why Planview

Tailored Demos

References Demo Webcasts

Building the Relationship at Every Step Nurturing is an Essential Part of the Journey


Thank You

Peter O’Neill

+1 650. 581.3864, +49 (6)99.592.9839 [email protected]

www.twitter.com/poneillforr

www.forrester.com


Peter O’Neill, VP & Principal Analyst

33 years in the technology industry, including

Advisor META Group (now Gartner)

Marketer HP (HW, SW, & Services businesses)

User Ford Motor Company

Writes for and advises:

– Technology Marketing Professionals

Research Focus:

– Field and international marketing

– Marketing content management

– Partner marketing • 2012 Plans:

– Help field marketing professionals to leverage the digital marketing opportunity

– Advise vendors on new partnership/channel models for the cloudy industry

– Establish a better understanding of the lead-to-revenue management (L2RM)

process and help marketers and marketing automatin vendors adopt the

concept.

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