Presentation support for the speech held at Evensys 2013 B2B Marketing event, Bucharest

1. Small/medium size IT/BPO companies
lead generation challenges

2. Agenda
• Romania in the IT/BPO landscape
• Senior executives - buyer profile
• Lead generation challenges
• Efficient lead generation tactics
• Effective channels for lead generation and nurturing
• Content marketing
• Creativity in action – a use case
• Conclusion

3. Romania in the IT/BPO Landscape
Estimated 64,000 certified IT specialists, approximately 8,000 to 9,000 computer science
graduates each year
20.000+ people working in IT/BPO space for multinational companies in 16 different
languages and is a preferred destination due to:
• Low cost skilled IT resources
• multilingual culture -> multilingual call center hub (8 million Romanians speak
English, 4.5 million speak French and 1.5 to 2 million speak German, Italian or
Spanish)
• Ease of access from other IT locations
• Time zone alignments
• Good educational system
• Cultural compatibility

4. What were the first three sources of information you turned to when you began your solution
research?
Buyer Profile
90% of Seniors start their path to purchase with informal research online – Hubspot
• B2B Social buyer, proactive and empowered
• Researcher, not shopper – self-service business
• Collaborate with providers sales force at all stages of the
buying cycle but expect a consultative sales approach
• Prefer to get such education from their peers and "people
like them“
• Resonate with cost cutting arguments, customer
referrals/success stories/business case arguments
• Appreciate concise, relevant, accurate information
What were the first three sources of information you turned
to when you began your solution buying?

5. B2B Technology Marketing Activities
Most Influential Marketing Activities Vary at
Each Phase of Buying Cycle

6. Lead Generation Challenges
B2B Technology Marketing LinkedIn Group – Poll in July 2013, 815 respondents

7. Lead Generation – What Works for us?
Benchmark: 5%-10% of qualified leads convert into customers
• Average cost per marketing qualified lead is from 25 – 500 USD
• Most effective lead generation tactics:
• referrals/recommendations
• content (website, blog, virtual events, webinars, etc.)
• events
• traditional outbound efforts (direct mailing or telemarketing, traditional mailing gains
traction - Appcelerator)

8. Lead generation – B2B Content Marketing Usage
2013 B2B Content Marketing Bechmarks, CMI/MarketingProfs

9. Content – What works for us?
Benchmarks: on average B2B marketers are spending 33% of the marketing budget on
content marketing and 50%+ are planning on increasing content marketing strategy within
next years and are using 5 social media channels to distribute it
• Case studies/success stories
• Website/blog content/SEO
• Whitepapers and “how to” videos as adjunct to whitepapers
• Virtual events/webinars
• Public speaking engagements
Content is KING but Creativity is QUEEN

10. Concentrate on Relevant Social Media Channels
• LinkedIn (Xing, Viadeo)
• Slideshare
• Youtube
• Industry blogs/communities
• Vimeo
2013 B2B Content Marketing Bechmarks,
CMI/MarketingProfs

11. Case Study
20 Years Anniversary Virtual Event

12. Objective
To celebrate the 20th anniversary and as a Thank you to existing customers, a virtual event
was organized, bringing together some of the leading players from the telecommunication
industry

13. The Work
We invited our long term partners to join the virtual
event for free as exhibitor and as speaker during a
live webinar and created booth designs for each
exhibitor and enabled them to upload content on
the platform
Activities:
• Platform development
• Partners relation
• Promotional plan
• Personalized newsletter/email templates for
each exhibitor
• How to promote the event/your webinar
guidelines
• Customized email messages

14. Results
400+ registrants on the event platform
700+ visits on the virtual event during the live event
3X increase in website traffic
250 worldwide media appearances
40+ events/webinars websites listing
100+ registrants on LinkedIn event

15. Results
Our partners got involved:
• They spread the buzz online, on their websites and blogs
• They used the customized HTML template invitations to promote their webinar

16. Results
Brand awareness
Thought leadership
Pull lead generation
Enhanced customer relations
Relevant, reusable content
Happy customers!
On behalf of Siemens CMT I want to express our gratefulness for providing us with the opportunity to present our products in
context of your anniversary virtual event.
We look forward to working with Computaris and jointly harvest on the seeds we planted by this marketing activity.
Director Alliances
Siemens AG Oesterreich
We would like to thank you for all the great and valuable assistance you provide us, including how to promote the event and how to use
the tools for this event. Thank you so much for everything.”
Telecom Product Marketing Director
Lumata
What our Partners are saying…

17. Conclusions
Assume a social marketing component
Market your marketing
Keep things simple
Don’t get too seduced into social
Focus more on nurturing existing community
Stop selling, start helping; Marketing is becoming a battle based more on
information than on sales power. (Kotler)
Stop Writing about Everything
Don’t be creative for the sake of being creative
The only constant is change

18. Thank you!
Ioana Serban
International Marketing and Business Development Manager,
Ioana.serban@yahoo.com