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Marketing trends in the IT buying process and the GO DO's for IT Partners
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Marketing trends in the IT buying process and the GO DO's for IT Partners

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This presentation is about trends in the IT buying process. …

This presentation is about trends in the IT buying process.
Customers are 60% down their buying cycle before contacting you. 70% of the customers buy even without your Sales involved. What channels does the IT decision maker consult before taken a decision? Where does the IT customer gather his information ? And what are the GO DO's for the Microsoft Partners in their Marketing.

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  • 1. Annemarie Brandsen Marketing Manager Microsoft Dynamics
  • 2. annemarie.brandsen@microsoft.com https://twitter.com/AnneBrandsen http://nl.linkedin.com/in/annemariebrandsen/
  • 3. More than 4,5 billion people are empowered to share their opinions, wants, and needs like never before. 44%of consumers complain via social media.
  • 4. 20%expect a response within 1 hour via social media. The social customer also expects an unparalleled level of service.
  • 5. Everyone is connected, everywhere, all the time >4.5 billion people on social >6.8 billion on mobile >400 million tweets per day about product, services, and brands 150 average number of times a person checks their phone each day
  • 6. Likes… Every touch point matters Search… References… Reputation… Reviews… Engagement… Service… Shopping… Ads…
  • 7. Customers 2.0 know everything employeescompetitorsproducts servicecustomers brand
  • 8. Decisions are made before you can even engage Customers are 57%through the sales cycle before they talk to you 70%Of Buying process complete without sales * * http://partnersinexcellenceblog.com/70-of-buying-process-completed-without-sales-invovlement/
  • 9. CRM Database Complexity destroys great customer experiences eCommerce Platform Cross-channel Experience Consistency Campaign ManagementWeb Analytics Creative Design Lead Management Mobile Marketing Social Media Marketing Conversion Point Optimization Email Marketing Content / Nurture Marketing Ad Networks SEM / PPC Marketing Automation Retention Programs Cross- / up-sell Campaigns Revenue Performance Analytics Social Listening Community Manager Web Content Mgmt Email Marketer Social Marketer Business Analyst Ad Agency SEO/SEM Agency CMO
  • 10. CRM Database Challenges of the CMO today eCommerce Platform Cross-channel Experience Consistency Campaign ManagementWeb Analytics Creative Design Lead Management Mobile Marketing Social Media Marketing Conversion Point Optimization Email Marketing Content / Nurture Marketing Ad Networks SEM / PPC Marketing Automation Retention Programs Cross- / up-sell Campaigns Revenue Performance Analytics Social Listening Community Manager Web Content Mgmt Email Marketer Social Marketer Business Analyst Ad Agency SEO/SEM Agency CMO FRAGMENTED marketing plan Advertising SILOS Marketing & sales CHASM INCOMPLETE channel engagement MISSING marketing insights INABILITY TO INNOVATE on customer experience
  • 11. CRM Database Complexity for CMOs eCommerce Platform Cross-channel Experience Consistency Campaign ManagementWeb Analytics Creative Design Lead Management Mobile Marketing Social Media Marketing Conversion Point Optimization Email Marketing Content / Nurture Marketing Ad Networks SEM / PPC Marketing Automation Retention Programs Cross- / up-sell Campaigns Revenue Performance Analytics Social Listening Community Manager Web Content Mgmt Email Marketer Social Marketer Business Analyst Ad Agency SEO/SEM Agency CMO Awareness
  • 12. Search Engine Ranking Page (SERP) Paid ads Organic results Organic: 70-75% of clicks Paid: 20-25%
  • 13. Rank Matters 0% 5% 10% 15% 20% 25% 30% 35% 40% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 PagePage 1 60% Clicks that go to the top 3 SERP Rankings %oftotalclicksbySERPposition Rank Typical Click-Through Rate (CTR) Curve
  • 14. Target Phrases: Generic Vs. Long Tail
  • 15. ANWERS TO THE FOLLOWING QUESTIONS MEASURE DISPLAY ADS – QUALITY ASSURANCE HAVE THE IMPRESSIONS BEEN IN VIEW ON THE USER’S SCREEN? HAVE THE IMPRESSIONS BEEN DELIVERED? DOES THE REACHED AUDIENCE MATCH THE TARGETED AUDIENCE? HAS THE ADVERTISER’S BRAND NAME BEEN IN VIEW? WERE THE IMPRESSIONS IN VIEW LONG ENOUGH TO CONVEY THE ADVERTISER’S MESSAGE? SHOWING TRUE VALUE OF EACH IMPRESSION! DID THE IMPRESSIONS CONTRIBUTE TO CONVERSIONS? ON WHICH URL WERE THE IMPRESSIONS DELIVERED?
  • 16. Is your website mobile ready?
  • 17. Websites SocialSearch: organic, paid, social
  • 18. Bing February 2011 – incorporated Facebook likes into search results May 2012 – added social side bar Bing SEO Guidelines on social media: influence > sharing > positive signal to Bing Google June 2011 – launches Google + Now including G+ results in SERPs 75% adoption by top 100 brands
  • 19. • Search has become the one stop information shop • Display ads drive Tech product research • Content marketing highly valuated and used during the buying process • Mobile : Customers rely on 24/7 connectivity with their mobile device – Get Mobile ready • Video is educational and informative, not just entertainment • Social Media impacts your SEO. Get Social !
  • 20. • Search – Invest ongoing in SEO and SEA ongoing • Display ads – Important to create awareness; Critical note on delivery • Content marketing – Start building a content & nurture marketing strategy • Mobile search - Get your website mobile ready (tablets, mobile), and optimize on mobile SEO and SEA • Video – Start using Youtube, and post different content type of videos, depending on the audience and sales stage • Get Social – Start using the largest impacting social media channels (Facebook, Youtube, Linkedin, Twitter, Google+, Slideshare, Pinterest)
  • 21. annemarie.brandsen@microsoft.com https://twitter.com/AnneBrandsen http://nl.linkedin.com/in/annemariebrandsen/