The document outlines an agenda for a marketing event. It includes sessions on why the CIO is no longer the only IT target, pressures facing modern marketers, LinkedIn's most engaged tech brands, managing content at scale, persona marketing and lead nurturing, and a marketing panel discussion. Breakout sessions are scheduled between presentations. The goal is to provide insights and strategies to help marketers effectively target and nurture IT decision makers.
2. Agenda
Registration and Networking Breakfast
Welcome and Opening remarks
Will Koch
Why the CIO is No Longer Your Only Target
Bryan Glick, Editor-in-chief, Computer Weekly
Pressures Facing the Modern Marketer and Working with Sales
Conversation featuring Sumeet Vermani, Symantec
LinkedIn’s Most Engaged Tech Brands
Will Koch & Jon Lombardo
Managing Content at Scale - Social.com
Nick Spyer
Break
Persona Marketing and Lead Nurturing
Simon Morris, Adobe
Marketing Panel featuring Bryan Glick, Simon Morris
Andrew Richardson, Sumeet Vermani
Closing Remarks
8.30am - 9.00am
9.00am - 9.10am
9.10am - 9.30am
9.30am - 9.55am
9.55am - 10.15am
10.15am - 10.30am
10.30am - 10.45am
10.45am - 11.15am
11.15am - 11.45am
11.45am - 12.00pm
3. Will Koch
Category Head, Technology Sector
Nurturing the IT
Committee Lead
Is marketing helping or hurting?
4. 4
The IT Committee:
rapidly growing and influential
Who are they?
A diverse group of employees who
influence their company’s IT budget.
10+ million members globally
Growing 1.25x faster than general members
decision makers outside of IT
include:
Operations
Finance
Sales
Marketing
72% of the IT
committee
work outside
of IT.
6. 9 in 10 are in market for an IT
solution/s in the next 12
months
69%
47%
38%
31%
23%
38%
90%
in market
And what type of IT products and services does your company plan to acquire in the next 12 months?
Who is in market?
7. 49%
50%
54%
7
Education with broad-themed, non branded
content is preferred
Most interested in non-branded /
non-sales focused content
More likely to consider an IT vendor who publishes content
about my industry and topics of interest
More favourable toward an IT Vendor who publishes
content about my industry and topics of interest
8. Not necessarily on title or connections
Expertise is mainly defined by references from others
7%
8%
10%
11%
12%
24%
42%
50%
70%References from co-workers and other professionals in their field
Published author or presenter in their field
Has an average of 7.4 years of experience
Manages a team
Has a Masters Degree or higher
Third Party scores (Klout, Kred, PeerIndex, etc.)
Other (Please specify)
Has 500 or more connections on LinkedIn
Is a Vice President or more senior
8When you think of a technology subject matter expert (SME), what is the first thing that comes to mind?
Below you see some additional qualities a subject matter expert may have. Please select all the attributes below that are required to be a technology SME.
%WhoBelieveEachStatementDefinesanExpert
9. £
9
Nurturing leads through content is vital because
most are not ready to talk to sales
The average IT Committee
member needs to consume
7 pieces of content before they
are ready to talk to a sales rep.
5
2 134
76
10. of the IT Committee provides fake
information when they complete a
lead capture form
55%
A Lead Capture form is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or registers for a
webcast they have held. Is the information you provide on Lead Capture forms truthful?
10
The IT Committee is anxious about gated content
resulting in false leads – especially among those in market
11. % less likely to consider a vendor (among in-market IT Committee)
So don’t lose them by gating content too early or too often
39% 74%
When gating FIRST piece of content When gating ALL content
12. 12
Marketer Implications
The IT Committee is a diverse audience, and 90%
will influence a purchase in the next year
Broad themed or non-branded content is the most
useful; use your ‘experts’ and employees to
distribute content
Customers consume 7 pieces of content before
speaking with sales
Gate content with caution !
14. The age of IT complexity is over
What do you mean,
“it’s complicated”
– I can do all this for free???
15. The forces driving technology adoption
• Disruption occurs on
commoditisation, not
invention
• Steam, electricity, cars, PCs,
smartphones…
Commoditisation is the
catalyst for innovation
• Internet =
commodity communications
• Consumerisation =
commodity user devices
• Cloud =
commodity computing power
• Big data =
commodity information
Commoditisation of IT is
inevitable & well advanced
• A platform for
unprecedented innovation
This is the digital revolution
16. The forces driving technology adoption
RETAIL
Massive disruption
caused by commoditised
digital technology;
growth of online/mobile
HMV; Blockbuster; Comet;
and many others
MEDIA
Arguably, the most
disrupted sector of all
(so far)
Traditional media models
broken by commoditisation
of digital technology such
as internet / cloud
BANKING
Struggling to move
ageing technology into
digital age; ripe for
major disruption
post-crash
GOVERNMENT
thoroughly undisrupted;
inertia-bound; no
competition; massively
regulated - so they
formed their own
“startups” to disrupt
Whitehall IT
17. Innovation or disruption?
Technology
fragments markets
New entrants build new
services on commodity /
cloud infrastructure, without
restrictions of legacy IT
Massive growth of
customer choice
Commoditisation leads
to new higher-order
products and services
Innovation thrives
Incumbents – the
slow-to-react,
inertia-bound ones
– are the losersLow to zero cost for
startup / small
business
technology
Reduction /
elimination of
barriers to entry
18. What does this mean for IT decision-makers?
• Bring IT / digital skills closer to the
business/customer
• More flexible / responsive IT needed
• Don’t want business decisions to be affected
by technology or contractual limitations
• More execs involved in decisions – more
autonomy for LOB managers to make own
decisions
But IT leader is still involved IT
Sales OPS
HR
Facilities
• Suppliers involved much later in decision
process
• IT team becoming more architecture /
advisory / guidance
The “command and control” IT
department is dead
• Digital change is unstoppable and inevitable
19. What does this mean for their IT suppliers?
Traditional players seen to
be lacking innovation and
stuck in old business
models
Market leaders turning to SMEs / tech
startups for ideas
John Lewis, Barclays, Unilever, Diageo,
Citi, all setting up startup accelerators /
liaison
A different conversation is needed, from:
CIO: “These are my business needs”
Supplier: “Great! Here are my products!”
Listen; be open;
“our needs not
your products”
More transactional
purchases are likely –
eg, cloud
Digital increasingly
bringing a “just do it”
approach to IT that often
excludes
suppliers/consultants
23. Most engaged tech brands, September 2014 (UK)
• Most Engaged Tech Brands for September. Ranking combines engagement levels for Company
Updates, Sponsored Updates, Employee Shares, Influencer and Employee Posts and Groups
24. “We often think the internet enables you to do
new things, but people just want to do the same
things they’ve always done.”
Evan Williams
Blogger, Twitter, & Medium
30. Top types of information sought in each stage of the IT decision-making process
AWARENESS SCOPE PLAN SELECT IMPLEMENT
Best practices, how-tos, checklists
IT industry news / strategy info
Diagnostics or assessment tools
Product / solution demo / software trial
We’re helping you to nurture data-driven buyers
32. How they buy
Business Operations
Business Operations
CXO
CXO
High Tech Sector Followers
High Tech Sector Followers
Pricing Page vs. Home Page - Correlations
Pricing
Home
34. LinkedIn Members in the IT Committee segment are talking
about a diverse set of professional topics
web marketing
business intelligence
employee engagement
online advertising
cloud computing
Top Trending Topics (October 2014)
• Gartner Identifies the Top 10 Strategic Technology Trends for 2015 :
gartner.com
• Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts
: nytimes.com
• The cookie is dead. Here’s how Facebook, Google, and Apple are tracking
you now : venturebeat.com
• There’s Something Going On In L.A. : techcrunch.com
• Here’s Why Good Employees Quit : linkedin.com
• 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com
• Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com
• Create a Strategy that Anticipates and Learns : blogs.hbr.org
• 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes :
forbes.com
• Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A
Business : techcrunch.com
Example Articles per Trending Topic
42. Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc.
could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of
subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded
services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible
fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we
operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-
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for the most recent fiscal quarter. This document and others are available on the SEC Filings section of the Investor Information section of our Web site.
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Important Additional Information
The information in this presentation is neither an offer to purchase nor a solicitation of an offer to sell any securities – when the tender offer is launched ExactTarget, Inc. stockholders should read the tender offer statement because
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available for free by the information agent for the
tender offer.
43.
44. The future of marketing is
the 1:1 customer journey.
49. Do you know who your
customers are?
Where are they
in their journey?
Are you engaging and
moving them along
the journey?
Are you measuring
the impact on your
business goals?
Four Questions
50. Customers Now Expect Relevant 1:1 Experiences
Connected
Customers
Connected
Brands
Web Store CommunityEmailSocialMobileProduct
Connected
Experiences Stadium
51. Customers Are on a Journey with your Brands
Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Mobile Opt-inDownload App
Contact Customer
Support
Evangelize on
Facebook
Support Issue
Resolved
First Purchase
52. *Transforming Customer Experience: From Moments to Journeys, 2013
Journeys are strongly
correlated with business outcomes.
+36%
Customer
satisfaction
+19%
Likely to
stay/renew
+28%
Willingness to
recommend
+33%
Less likely to
cancel/churn
55. Direct Sponsored Updates
Reach your target audience directly without publishing to all of your followers.
Multi-variant test the right message to the right people, in the feed.
56. LinkedIn Advertising at Salesforce
15%
Lead Form Conv. Rate
18xBetter CTR with
Sponsored Updates
Identify highly
targeted
audiences to
drive leads and
revenue.