Content is king Matthew Smith, Vice President, IDG Connect, Europe Jeremy Bevan, Vice President of Field Marketing, Novell...
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 ...
...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% Implementat...
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 ...
Key Summary of Recent Research Findings <ul><li>The use of content changes from buying stage to buying stage </li></ul><ul...
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 Web...
Recommendations <ul><li>You  must offer the right type of content on a stage by stage basis within the buying process </li...
Start...
 
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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

  1. 1. Content is king Matthew Smith, Vice President, IDG Connect, Europe Jeremy Bevan, Vice President of Field Marketing, Novell EMEA
  2. 2. Jeremy Bevan Vice President, Novell EMEA Field Marketing
  3. 3. Making IT Work As One ™
  4. 4. 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 $
  5. 5. ...Not all leads fit the same treatment
  6. 6. ...Are we planning the right way ?
  7. 7. 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%
  8. 8. Almost always working to help build the business case
  9. 9. The use of marketing content in IT investment decisions -Overcoming the age of discontent Matthew Smith - VP IDG Connect Europe
  10. 10. Key Summary of Recent Research Findings <ul><li>The use of content changes from buying stage to buying stage </li></ul><ul><li>Buyers spend ½ day per week reading third party content </li></ul><ul><li>During IT investment, 50% of respondents viewed educational and promotion content as leading the way </li></ul><ul><li>Only 40% of content is viewed as relevant </li></ul><ul><li>90% felt that level of relevant content impacted on the vendor making shortlist </li></ul><ul><li>If content is not considered to meet minimum requirements the chance of success is reduced by almost 50% </li></ul><ul><li>Buyers are not after perfection - 6 times out of 10 is fine </li></ul>
  11. 11. The 5 Stages of the Buying Process
  12. 12. Auditing Content through Market Fusion
  13. 13. Client A: - Leading Software Supplier with established assets Audio Document Podcast Tool Video Webcast Key
  14. 14. Client B – Virtualisation provider – Strong Global brand and large library of assets Audio Document Podcast Tool Video Webcast Key
  15. 15. Recommendations <ul><li>You must offer the right type of content on a stage by stage basis within the buying process </li></ul><ul><li>Buyers Information needs change during the buying process - Are you confident that your content addresses these needs ? </li></ul><ul><li>Poor content alignment can cost you revenue and damage your brand </li></ul><ul><li>Be aware that buyers also require content in different formats </li></ul><ul><li>The buying process is complex and involves multiple decision makers - your content needs to accommodate this. </li></ul><ul><li>You need to be objective – do not make assets sales brochures </li></ul><ul><li>Think of ROI at the stage of content creation – the right content at the right stage of the buying process will provide stronger return </li></ul>
  16. 16. Start...

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