Michael Weir, Vertical Director - Technology Industry, presents at LinkedIn's exclusive marketing conference: TechConnect 2014.

1. It’s not all about you
Michael Weir
Vertical Director – Technology Industry
@mikedweir
@mikedweir #inTC14

3. 3
How many of you
have had Mickey
Mouse download
your content?
59%
of the IT Committee provides fake
information when they complete a
lead capture form
A Lead Capture for is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or a webinar they
have held. Is the information you provide on Lead Capture forms truthful?

4. Your
Addressable
Universe

5. A fraction
actually engage
with your brand

6. Of those...
15%
immediately
bounce from your
website when they
see a lead form

7. Of the remaining
people…
5%
will complete
a lead form

8. And finally
59% of IT
Committee will
provide fake info
when they complete
your lead form

9. As a result
Sales only calls a
fraction of the
leads due to
inaccurate info or
bad history with
weak leads

10. Your actual
universe
conversion

11. 1
We must focus on the IT Committee’s needs and wants:
Branding & Lead Gen come together
BETTER TOGETHER
TRADITIONAL
LEAD
GENERATION
CONSIDERATION,
PURCHASE &
IMPLEMENTATION
CONTENT
BRANDING &
SOCIAL
RELATIONSHIPS
VALUABLE,
THOUGHT-LEADERSHIP
CONTENT

12. Gating content too early or too often decreases consideration
IT Committee Members actively looking for an IT Solution (in-market)
How likely are you to consider an IT vendor whose first piece of content you see requires you to provide your contact information?
41%
are less likely to consider a vendor who
gates the FIRST piece of content
81%
are less likely to consider a vendor who
gates ALL content

13. Nurturing leads through content is vital because most
1
are not ready to talk to sales
The average
IT Committee member needs to
consume
5 pieces
of content before they are ready to
talk to a sales rep.
When researching a specific major enterprise IT / security solution, how many pieces of content related to that solution do you typically need to consume before you are ready to
be contacted by a sales representative?

14. Julian Pacher
Marketing Manager,
Salesforce.com
David B. Thomas
Senior Director, Content and
Engagement, Salesforce.com

15. We have the opportunity to build thriving customer
1
relationships