3. 3
Meet David
• David is part of the decision making
process for Data Centre Software
• He is an Information Technology
Manager working in an SMB size High
Tech Company
4. 4
A bit about David…
• 17 years in industry covering information
technology, engineering and operations
Project Management
Skills
Business Analysis
Change Management B. Science or Commerce
Considering MBA
Edu
5. 5
David is using LinkedIn to
connect with experts and
engage with relevant content
Website page views
2X
Company Follows
3X
30% more
Content over jobs
7X
Mobile vs. DesktopConnected on LinkedIn
4X
Source: Eccolo Media, “2015 B2B Technology Content Survey Report: Volume 1,” Dec 16, 2014
What is David doing on
LinkedIn?
Influencer Follows
2X
6. 6
When is he seeking out content
and for what needs?
David consumes 2 to 4 distinct
pieces of content at each stage
of the buying cycle
7 7
16
7
16
7
Needs Specs Vendor
Selection
Implementing Managing Renewing
Hours spent researching at each stage – Last 3 Months
7. 7
What sort of content is he
looking for on LinkedIn?
He is actively seeking content to
become a better informed
decision maker
Cloud
Computing
DB2
XML
Information
Security
IT Service
Mgmt
Mobile
Computing
Scalability
Test Automation
8. 1
Subject Matter Expert-
Consultation
8
So what does this all mean?
Using the information he finds
on LinkedIn, David is creating his
shortlist
Top reason data centre software vendors make the short
list:
2 Features-Functionality
3 Cost-Price-Terms
4 Ease of Doing Business
9. 9
What else is he seeing on
LinkedIn?
David is a popular profile
Industries sponsoring content to profiles
like David’s in last 6 months
Growth in number of companies targeting
profiles like David’s in last 6 months alone
Computer Software
Information Technology & Services
Higher Education
100+
39%
Top 3
10. 10
So what are you doing to
reach David?
Know your audience
Take action
Engage with relevance