Content is King - Matthew Smith, VP IDG Connect, Europe, Jeremy Bevan, Vice President of Field Marketing, Novell EMEA
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Content is King - Matthew Smith, VP IDG Connect, Europe, Jeremy Bevan, Vice President of Field Marketing, Novell EMEA

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Content is King - Matthew Smith, VP IDG Connect, Europe, Jeremy Bevan, Vice President of Field Marketing, Novell EMEA Content is King - Matthew Smith, VP IDG Connect, Europe, Jeremy Bevan, Vice President of Field Marketing, Novell EMEA Presentation Transcript

  • Content is king Matthew Smith, Vice President, IDG Connect, Europe Jeremy Bevan, Vice President of Field Marketing, Novell EMEA
  • Jeremy Bevan Vice President, Novell EMEA Field Marketing
  • Making IT Work As One ™
  • Total Pipeline Contributing to the Sales Pipeline.... ... the beauty of healthy competition France Germany United Kingdom South Africa Spain Marketing Contributed Pipeline 1429 1950 1390 721 569 $20.5M $19.6M $18.9M $15M $14M ... and the question of outstanding leads $
  • ...Not all leads fit the same treatment
  • ...Are we planning the right way ?
  • Strong Emphasis on Front End of Decision Making Process General Education 32% Business Case Development 27% Implementation Scenario 25% Final Decisions 11% Shortlist Creation 5%
  • Almost always working to help build the business case
  • The use of marketing content in IT investment decisions -Overcoming the age of discontent Matthew Smith - VP IDG Connect Europe
  • Key Summary of Recent Research Findings
    • The use of content changes from buying stage to buying stage
    • Buyers spend ½ day per week reading third party content
    • During IT investment, 50% of respondents viewed educational and promotion content as leading the way
    • Only 40% of content is viewed as relevant
    • 90% felt that level of relevant content impacted on the vendor making shortlist
    • If content is not considered to meet minimum requirements the chance of success is reduced by almost 50%
    • Buyers are not after perfection - 6 times out of 10 is fine
  • The 5 Stages of the Buying Process
  • Auditing Content through Market Fusion
  • Client A: - Leading Software Supplier with established assets Audio Document Podcast Tool Video Webcast Key
  • Client B – Virtualisation provider – Strong Global brand and large library of assets Audio Document Podcast Tool Video Webcast Key
  • Recommendations
    • You must offer the right type of content on a stage by stage basis within the buying process
    • Buyers Information needs change during the buying process - Are you confident that your content addresses these needs ?
    • Poor content alignment can cost you revenue and damage your brand
    • Be aware that buyers also require content in different formats
    • The buying process is complex and involves multiple decision makers - your content needs to accommodate this.
    • You need to be objective – do not make assets sales brochures
    • Think of ROI at the stage of content creation – the right content at the right stage of the buying process will provide stronger return
  • Start...
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