Leave Your Competitors Behind With Better MarketingCampaignsPeter O’Neill, Vice President, Principal AnalystMarseilles, Ju...
Vendor-centric fulfillment marketing    models don’t work in today’s market    Today’s empowered buyer controls when and h...
Agenda                                                              1. Why tech marketing                                 ...
Tech marketing is already adjusting to a newengagement model                           Old           Market interactions  ...
Forrester calls the new model “need-match-engage”                                    From IT to business technology (BT)  ...
The customer’s journey ends with THEIR outcome                                                                            ...
And something else has changed                                                                  •Publish a blog           ...
2011 adoption of social media behaviors by BT buyersUS online adults,                                                BT de...
2011 BT Social Technographics® by country                                         France                 Germany     UK   ...
Understand the buyer’s journey                                                                            Solution        ...
Agenda                                                               1. Why tech marketing                                ...
More multi-touch, multi-target marketing in 2012                                                               • No one in...
Tech marketing organizations must think beyond lead generation                                                            ...
Execute to improve conversion ratios                                                                           Opportunity...
Agenda                                                               1. Why tech marketing                                ...
Understanding your buyers by defining personasCynthia Ianato                                                Role and Tenur...
Content Mapping: Own the Journey     Consideration                                                                        ...
Content Mapping: Own the Journey     Purchase                                                                          Pot...
An example journey         Awareness                                                            Interest         Evaluatio...
Thank YouPeter O’Neill+1 650. 581.3864, +49 (6)99.592.9839                            poneill@forrester.comwww.twitter.com...
Peter O’Neill, VP & Principal Analyst                                               33 years in the technology industry, ...
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Forr marseilles june 2012 neutral

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Forr marseilles june 2012 neutral

  1. 1. Leave Your Competitors Behind With Better MarketingCampaignsPeter O’Neill, Vice President, Principal AnalystMarseilles, June 27, 20121 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
  2. 2. Vendor-centric fulfillment marketing models don’t work in today’s market Today’s empowered buyer controls when and how information is found and consumed, so tech marketers must configure their programs and content accordingly.2 © 2011 Forrester Research, Inc. Reproduction Prohibited
  3. 3. Agenda 1. Why tech marketing must become strategic 2. Understanding the buyer’s journey 3. Developing compelling marketing campaigns3 © 2011 Forrester Research, Inc. Reproduction Prohibited
  4. 4. Tech marketing is already adjusting to a newengagement model Old Market interactions based on offers Seller Buyer Offer Respond Fulfill O-R-F scales with media Source: May 07, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report4 © 2011 Forrester Research, Inc. Reproduction Prohibited
  5. 5. Forrester calls the new model “need-match-engage” From IT to business technology (BT) Old New Market interactions Market interactions based on offers based on needs Seller Buyer Seller Buyer Offer Need Respond Match Fulfill Engage O-R-F scales with media N-M-E scales with social media Source: May 07, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report5 © 2011 Forrester Research, Inc. Reproduction Prohibited
  6. 6. The customer’s journey ends with THEIR outcome Outcome Roll-Out Implement Select Plan • Customer’s hard work starts after “select.” • Customers routinely abandon plans after selection Scope • Cloud-based, subscription solutions must prove themselves “every month.” • Customer journeys are communal. Aware6 © 2011 Forrester Research, Inc. Reproduction Prohibited
  7. 7. And something else has changed •Publish a blog •Publish your own web pages Creators •Upload video you created •Upload audio/music you created •Write articles or stories and post them Conversa- •Update status on a social networking site tionalists* •Post updates on Twitter •Post ratings/reviews of products or services •Comment on someone else’s blog Critics •Contribute to online forumsThe Social •Contribute to/edit articles in a wikiTechnographics® Collectors •Use RSS feeds •Vote for websites onlineladder •Add “tags” to web pages or photos •Maintain profile on a social networking site Joiners •Visit social networking sites •Read blogs •Listen to podcasts •Watch video from other users Spectators •Read online forums •Read customer ratings/reviews •Read tweets Inactives None of the above Groups include people participating in at least one of the indicated activities at least monthly. *Conversationalists participate in at least one of the indicated activities at least weekly. 7 © 2011 Forrester Research, Inc. Reproduction Prohibited Source: April 28, 2010, “Social Technographics®: Business Technology Buyers” Forrester report
  8. 8. 2011 adoption of social media behaviors by BT buyersUS online adults, BT decision-makers,for any purpose* for business purposes 86% of business 23% Creators 32% technology buyers engage in Conversa- some forms of 31% tionalists 17% social activities while working. 33% Critics 46% Percentages include US online respondents who said that they 19% Collectors engage in selected social activities for 36% any purpose and BT decision-makers who said that they engage in selected social activities for business purposes 59% Joiners or for both business and personal 44% purposes. Base: 1,001 BT decision-makers 68% Spectators at firms with 100 or more 80% employees in the US and Western Europe *Base: US online adults 19% Inactives 14% Source: North American Technographics® Online Benchmark Survey, Q2 2010 (US) and US And European B2B Social Technographics® Online Survey For Business Technology Buyers, Q1 2011 8 © 2011 Forrester Research, Inc. Reproduction Prohibited
  9. 9. 2011 BT Social Technographics® by country France Germany UK US (N=98) (N=97) (N=112) (N=694) Creators 40% 40% 22% 31% Conversa- tionalists 23% 20% 14% 16% Critics 58% 56% 34% 45% Collectors 48% 52% 29% 33% Joiners 54% 42% 38% 43% Spectators 81% 75% 76% 81% Inactives 13% 16% 17% 13% Source: US And European B2B Social Technographics® Online Survey For Business Technology Buyers, Q1 20119 © 2011 Forrester Research, Inc. Reproduction Prohibited
  10. 10. Understand the buyer’s journey Solution MARKETING INTERACTIONS SOCIAL & DIGITAL INTERACTIONS SALES INTERACTIONS Need10 © 2011 Forrester Research, Inc. Reproduction Prohibited
  11. 11. Agenda 1. Why tech marketing must become strategic 2. Understanding the buyer’s journey 3. Developing compelling marketing campaigns11 © 2011 Forrester Research, Inc. Reproduction Prohibited
  12. 12. More multi-touch, multi-target marketing in 2012 • No one influencer has more than 30% of 30% the total power through the purchase process • Average number of different sources used 7.6 through out the purchase funnel • The ratio of “find on their own”, what we 3:1:1 can “send them”, and what “sales can deliver”, in the overall mix Source: Tech Marketing Navigator12 © 2011 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Tech marketing organizations must think beyond lead generation Customer Lead Lead SalesAwareness Revenue retention and Revenue origination nurturing process expansion Lead-to-revenue management (L2RM)13 © 2011 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Execute to improve conversion ratios Opportunity Customer Inquiry Customer Lead Lead Sales Initial Retention & Awareness Marketing Ready Lifecycle Origination Nurturing Process Revenue Expansion Revenue Sales-Ready Deals wonAverage conversion ratio 35% 32% 6% The numbers to beat! for the tech industry 14 © 2011 Forrester Research, Inc. Reproduction Prohibited
  15. 15. Agenda 1. Why tech marketing must become strategic 2. Understanding the buyer’s journey 3. Developing compelling marketing campaigns15 © 2011 Forrester Research, Inc. Reproduction Prohibited
  16. 16. Understanding your buyers by defining personasCynthia Ianato Role and Tenure Personal ProfileChief Information Officer . Key Issues & What makes the Responsibilities job hard What makes the job fun16 © 2011 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Content Mapping: Own the Journey Consideration Potential Content Options Buyer Activities Whitepapers Research Solutions Technical Spec’s Architect the Solution ROI Models Build a Business Case Product Cost Information Establish Budgets Implementation and Adoption Plans Integration information Awareness Consideration Purchase17 © 2011 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Content Mapping: Own the Journey Purchase Potential Content Options Buyer Activities Features and Options Evaluate Vendors Competitive Comparisons Shortlist Vendors ROI Examples Proofs and Pilots Customer References Negotiate Deployment Options Price and TCO Examples Awareness Consideration Purchase18 © 2011 Forrester Research, Inc. Reproduction Prohibited
  19. 19. An example journey Awareness Interest Evaluation Research Case Studies Analyst Reports White Papers Testimonials Data Sheets Webcasts w/ Blogs ROI Analysis Customer Videos / Podcasts Seminars / Events Why Planview Solution White Webcasts Tailored Demos Papers Events Demo Webcasts References Building the Relationship at Every Step Nurturing is an Essential Part of the Journey 19 © 2011 Forrester Research, Inc. Reproduction Prohibited© 2012 Planview, Inc. | 19
  20. 20. Thank YouPeter O’Neill+1 650. 581.3864, +49 (6)99.592.9839 poneill@forrester.comwww.twitter.com/poneillforrwww.forrester.com20 © 2011 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Peter O’Neill, VP & Principal Analyst  33 years in the technology industry, including  Advisor META Group (now Gartner)  Marketer HP (HW, SW, & Services businesses)  User Ford Motor Company  Writes for and advises: – Technology Marketing Professionals  Research Focus: – Field and international marketing – Marketing content management• 2012 Plans: – Partner marketing – Help field marketing professionals to leverage the digital marketing opportunity – Advise vendors on new partnership/channel models for the cloudy industry – Establish a better understanding of the lead-to-revenue management (L2RM) process and help marketers and marketing automatin vendors adopt the concept. 21 © 2011 Forrester Research, Inc. Reproduction Prohibited
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