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The Right Topics, Sources and Formats: 5 Ways to Drive Sales & Marketing Success
 

The Right Topics, Sources and Formats: 5 Ways to Drive Sales & Marketing Success

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Today's buyer is more empowered, skeptical and frugal than ever before – a tougher audience to say the least. With Frugalnomics in full effect, how do you best connect, engage and sell to this new ...

Today's buyer is more empowered, skeptical and frugal than ever before – a tougher audience to say the least. With Frugalnomics in full effect, how do you best connect, engage and sell to this new breed of buyer?

Research has proven that using the right topics, sources and formats can help you break through the current buyer malaise to uncover more opportunities, un-stick stalled sales, and drive significant sales growth.

This important webinar discusses the results of the IDC's 2011 Buyer Experience Survey, highlighting key buying preferences distilled from over 300 buyers, and revealing the hottest topics, sources and formats you can use today to grow sales.

A must attend for marketing executives, content marketers, sales executives and sales enablement professionals, you will learn:

Why and how buyers are evolving
How your sales & marketing departments must change to keep pace
What topics, sources and formats your customers rely on to make the right investment decisions
What new provocative and value-focused content and tools are proving most effective
The Top 5 things you can do today to better connect, engage and sell

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    The Right Topics, Sources and Formats: 5 Ways to Drive Sales & Marketing Success The Right Topics, Sources and Formats: 5 Ways to Drive Sales & Marketing Success Presentation Transcript

    • Randy Perry Tom Pisello IDC VP Business Value Alinean Chairman & Strategy Founder http://www.idc.com http://www.alinean.comThe Right Topics, Sources and Formats –5 Ways to Drive Sales & Marketing Success© 2011 IDC Oct-11
    • Agenda1) Latest IDC Research on Today’s IT Buyers2) What the research reveals about Sales & MarketingSuccess3) Top 5 Tips for Sales & Marketing Success4) Next Step Recommendations© 2011 IDC Oct-11 2
    • Source and Relevancy Are Important! Q. For your technology buying process, which of the following is more important to you? The source of the information, the topic of information, or the format in which you receive the information? Source Topic Format 0 10 20 30 40 50 Distribution of a pool of 100 points n=339Source: e.g., Vendor , press, independent authority, peersTopic: e.g., Vendor assessment, ROI data, industry trends, product functionality, case study, white paper you might readDelivery format: e.g., a webcast you might listen to or a conference you might attend © 2011 IDC WWW.IDC.COM/GMS 3
    • Tip #1: The Right Source Q. How valuable are each of the following sources of information in assisting you with your information technology purchase decisions? Peers Independent Analysts/Researchers IT and Business Consultants All are strong – Vendors a mix is best Journalists/Press/Media 0 2 4 6 8 10 Scale of 1 to 10 (1=“not at all valuable”; 10=“very valuable”.Source: e.g., Vendor , press, independent authority, peersTopic: e.g., Vendor assessment, ROI data, industry trends, product functionality, case study, white paper you might readDelivery format: e.g., a webcast you might listen to or a conference you might attend © 2011 IDC WWW.IDC.COM/GMS 4
    • Tip #2: Relevant Vendor Content Is Valued Q. As part of your pre-purchase IT product or solution-related activities, please indicate the relative importance of the following on your decision-making process by using a pool of 100 points. Consumption of vendor content* Interaction with vendors technical teams (e.g., engineers, CTO) Interaction with sales representatives Interaction with vendors corporate executives (e.g., CEO, COO) Other 0 10 20 30 40 Distribution of a pool of 100 points n=339* Vendor Content: e.g., Collateral, white papers, case studies, webcasts, product information, other information available on theirweb site © 2011 IDC WWW.IDC.COM/GMS 5
    • Tip #3: Right Topic at Right Time 60% Format Podcasts 55% (Downloadable) Audio 50% (Listen Online)Percentage of Respondents Video 45% (View Online) Webcast 40% (Participate Online) Documents 35% (View Online) 30% Documents (Downloadable) 25% Interactive Tools (Calculators Etc.) 20% Interactive Games (Competitions, Contests) 15% General Business Case Implementation Shortlist Final Decisions Post Purchase Education Developmen Scenarios Creation Source: 2011 © 2011 IDC WWW.IDC.COM/GMS 6
    • Tip #3: Right Topic at Right Time Source: Alinean© 2011 IDC Oct-11 7
    • Tip #4: Right Delivery Medium© 2011 IDC WWW.IDC.COM/GMS 8
    • Tip #5: Business Value Messaging Essential Bridges the Sales Effectiveness Divide …Enhancing Show me the value your existing Assessment Tools Sales Processes ROI white papers Customer 3.0 Sales Rep 3.090% of businesses require a business case Best solution81% expect their vendors to ROI Tools value to meet supply the case; but… your IT & business 85% doubt vendor claims objectives with unless there is a 3rd party fastest ROI Case studies © 2011 IDC Oct-11 9
    • When Does Business Value MessagingInfluence Technology Purchase DecisionsProvides an objective assessment of specific IT investmentoptions to help buyers decide… When to buy new technology Which technology to buy Standardized vs. Best of breed Outsourcing Prioritization of IT initiatives  IT Convergence  Cloud  Big Data  Social Business  Green Technology© 2011 IDC Oct-11 10
    • © 2011 IDC Oct-11
    • Why Dynamic White Papers? Infuse white papers with relevance, personalization and one to one communication Multiplies the value of a white paper – now it is valuable in both the discovery phase and decision phase of the buying decision cycle Pivot points make a white paper personalized and interactive  In addition to financial factors..  Industry, location, size, maturity, pain points etc. which means… Integrate with Lead Management systems such as Eloqua, MarketFirst and Salesforce.com, collecting and passing key contact and profile information on to your sales team© 2011 IDC Oct-11 12
    • Dynamic White Papers:How they work1. Users read an abstract of the whitepaper online and click to “Personalize the Whitepaper”2. Users complete 5-10 personalization questions3. Answers are used to customize the white paper  industry or location-specific content, financial/ROI type variables, benefit statements, and/or other dynamic analysis results4. Users click the “Download” button and complete registration to download their personalized White Paper5. The “Return” access feature allows users to revisit their White Paper at a later date and modify their input and as needed© 2011 IDC Oct-11 13
    • Dynamic White PaperAllow your customers and prospects to create their owncustomized version of your IDC White Paper, tailored to theirinputs.Ask a few questions up front… © 2011 IDC Oct-11 14
    • Dynamic White PaperAnd turn this… Into this! © 2011 IDC Oct-11 15
    • Top 5 Ways to Drive Sales & MarketingSuccess1. Relevant Vendor Content is Highly Valued2. Right Source3. Right Topic and Timing4. Right Medium5. Business Value Messaging Essential© 2011 IDC Oct-11 16
    • Questions?© 2011 IDC Oct-11
    • Next Steps http://www.idc.com/getdoc.jsp?containerId =IDC_P6958 http://www.fightfrugalnomics.com Ask the ROI Guy FAQ http://www.alinean.com/faq/© 2011 IDC Oct-11
    • Thank You!© 2011 IDC Oct-11