Help me make the
case for document
 management in
challenging times

… and show me the
      leads!
Gartner
predicts
worldwide IT
spending will
dip to $3.2
trillion in
2009, a 3.8%
decline from
2008 revenue
of $3.4 trillio...
the context for
decisions
agree or disagree?

              “The acceptable length of time
                to implement a project has
              ...
agree or disagree?


               “Capital requests are much
              more difficult to get approved
              ...
agree or disagree?

              “Only those projects that can
               demonstrate positive hard
              dol...
60%

                                                              Most important
 50%                                    ...
What would I do if I
were in your shoes?
Excellent


How               Good
effective is
                    Fair
your
marketing          Poor
strategy?
          ...
Think Differently About Marketing
      4. World
      Survival
•   Who do you want them to think you are?

•   Get to kno...
Get your web site right.
Focus.
Think about the following processes that
      could be significantly automated using
           document management and
 ...
1. Budgeting                       10.Help desk
2. Invoice processing              11.Performance reviews
3. Processes par...
Emphasize simplicity.
Stds conformance/5015.2                    14%
                       SaaS availability          4%
                      ...
Changes toward Simplicity…

•   Product focus→Platform focus
•   Technology focus→Application focus
•   Structured and lim...
What users Want


 “They [mainstream users] want technology to enhance, not
 overthrow, their existing ways of doing busin...
Find the Crowd
and stand out from it.
AIIM Web Traffic up 41%
AIIM UK Webinar Registrants
Legitimize
And Capitalize.
•   A

                    We engage with this community every
                     day with:
We’re not
trying to build a
...
•   A


                      – Leads, leads, leads?
                      – Credibility?
                      – Market P...
Lead Generation
Under the Covers
From a recent AIIM UK webinar:
              March 2009

              “How DITA and SharePoint Maximize Content Re-use”

...
From a recent Infonomics enewsletter
              to AIIM UK/Europe Members

              The feature invited readers to...
Who are these potential customers?
No more marketing as
       usual
Our goal is to take our B2B capability and move
     “up” the lead generation value chain.



Org vertical                ...
A Company that Gets it

An integrated “Green ECM” Campaign

1. AIIM Webinar with hospital customer as lead speaker
2. Caug...
Show me the Leads
Show me the Leads
Show me the Leads
Show me the Leads
Show me the Leads
Show me the Leads
Show me the Leads
Show me the Leads
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Show me the Leads

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What providers need to know about the way users buy in this economy and the tangible ways that AIIM can move them up the purchase continuum

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Show me the Leads

  1. 1. Help me make the case for document management in challenging times … and show me the leads!
  2. 2. Gartner predicts worldwide IT spending will dip to $3.2 trillion in 2009, a 3.8% decline from 2008 revenue of $3.4 trillion.
  3. 3. the context for decisions
  4. 4. agree or disagree? “The acceptable length of time to implement a project has been significantly cut.” 41% agree Making the Case for Document ©2009, AIIM N=360 Management in Challenging Times
  5. 5. agree or disagree? “Capital requests are much more difficult to get approved than last year.” 69% agree Making the Case for Document ©2009, AIIM N=360 Management in Challenging Times
  6. 6. agree or disagree? “Only those projects that can demonstrate positive hard dollar returns THIS YEAR are being approved.” 69% agree Making the Case for Document ©2009, AIIM N=360 Management in Challenging Times
  7. 7. 60% Most important 50% business driver 40% 30% Cost/Efficiency 20% Compliance/Risk Customer Service 10% 0% All respondents (476) 2004 2005 2006 2007 2008 2009 AIIM 2009 State of the ECM Industry ©2009, AIIM N=476 survey
  8. 8. What would I do if I were in your shoes?
  9. 9. Excellent How Good effective is Fair your marketing Poor strategy? 0% 10% 20% 30% 40% 50%
  10. 10. Think Differently About Marketing 4. World Survival • Who do you want them to think you are? • Get to know your customers and their pain points • Realize that “no decision” is your biggest competitor • Play where your customers play • Apply lead generation analysis and recognize that sales and marketing are two different things
  11. 11. Get your web site right.
  12. 12. Focus.
  13. 13. Think about the following processes that could be significantly automated using document management and scanning/capture technologies. Please check off the THREE that would have the MOST value to your organization. Making the Case for Document ©2009, AIIM N=139 Management in Challenging Times
  14. 14. 1. Budgeting 10.Help desk 2. Invoice processing 11.Performance reviews 3. Processes particular to 12.Travel requests our industry 13.New account setup 4. Billing and shipping 14.New hire processes consolidation 15.Policy compliance 5. Order processing 16.Sarbanes-Oxley 6. Expense reports compliance 7. Purchase requisitions 17.Lead management 8. Time sheets 18.Leave requests 9. Capital appropriation 19.Proposal generation requests Making the Case for Document ©2009, AIIM N=139 Management in Challenging Times
  15. 15. Emphasize simplicity.
  16. 16. Stds conformance/5015.2 14% SaaS availability 4% Open source 5% Module integration 25% Match to business 23% Breadth of functionality 24% Reliability of software 30% Integration/ent systems/CRM/ERP 46% Integration/content/CMIS 21% Ease of implementation 42% Ease of use 60% AIIM 2009 State of the ECM Industry ©2009, AIIM N=462 survey
  17. 17. Changes toward Simplicity… • Product focus→Platform focus • Technology focus→Application focus • Structured and limited→ad hoc and ubiquitous • Centralized content creation→Decentralized • High cost per seat→Low cost per seat • Complex solutions →Portable solutions • Transactions →Collaboration
  18. 18. What users Want “They [mainstream users] want technology to enhance, not overthrow, their existing ways of doing business. And above all, they do not want to debug somebody else’s product. By the time they adopt it, they want it to work properly and to integrate appropriately with their existing technology base.” Geoffrey Moore, Crossing the Chasm
  19. 19. Find the Crowd and stand out from it.
  20. 20. AIIM Web Traffic up 41%
  21. 21. AIIM UK Webinar Registrants
  22. 22. Legitimize And Capitalize.
  23. 23. • A We engage with this community every day with: We’re not trying to build a community of – webinars ECM – 6 industry research studies practitioners, w – Monthly enewsletter – instructional wall posters e ARE the – Custom research/whitepapers community of – 1 magazine with 6 issues per ECM year including the digital edition practitioners – searchable online Buyers Guide is FREE to members
  24. 24. • A – Leads, leads, leads? – Credibility? – Market Positioning? How best to achieve this: What is your main objective? – Tell your story? – Focus on unique applications? – A neutral thought leader opinion?
  25. 25. Lead Generation Under the Covers
  26. 26. From a recent AIIM UK webinar: March 2009 “How DITA and SharePoint Maximize Content Re-use” Totals and • Leads with full contact details = 210. highlights? • Questions submitted during live event = 42 • Cost per lead = £19 (most vendors accept £35 as great)
  27. 27. From a recent Infonomics enewsletter to AIIM UK/Europe Members The feature invited readers to download an ebook Totals and • Leads with full contact details = 97. highlights? • Cost per lead = £10
  28. 28. Who are these potential customers?
  29. 29. No more marketing as usual
  30. 30. Our goal is to take our B2B capability and move “up” the lead generation value chain. Org vertical Can cross tab and then drill down to the exact Org size individuals meeting desired Ind purchasing role characteristics. Ind title You can zero in and focus efforts on exactly the right prospects…by context, region, and other attributes
  31. 31. A Company that Gets it An integrated “Green ECM” Campaign 1. AIIM Webinar with hospital customer as lead speaker 2. Caught the attention of our Infonomics editor for our inaugural issue and Green theme 3. Premium sponsor of www.aiim.org/green-ecm 4. Custom content on green use within the ECM World 5. Another AIIM webinar on the new whitepaper 6. Brian Dirking blog on launch of website, date of webinar, and other green resources Unique leads from this campaign to date = 2,000

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