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TechTarget and SimpliVity Case Study: Turning better market visibility into competitive success

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Whether you’re a disruptor or market leader, keeping your sights laser focused on what really moves the revenue needle is a real challenge. Like you, SimpliVity needed to differentiate their value proposition from competition already in the market, and then translate that directly into real revenue-based results. By taking advantage of TechTarget’s holistic visibility into market activity, SimpliVity intercepted and engaged prospects they otherwise couldn’t have.

Learn how SimpliVity accomplished their objectives leveraging TechTarget’s real purchase intent insight. See how, in just a year, they were able to grow their in-market purchase consideration from almost nothing to 24% and drive serious bottom line momentum.

In this session, you will learn how to:

- Use intent insights to pinpoint market opportunities — before your competition sees them
- Expand your sphere of influence beyond your “owned” channels to capture your share of available demand in the age of the empowered buyer
- Weave B2B intent data into your marketing mix for more effective conversion rates across the funnel
- See, find and engage in-market buyers who don’t know you or know why they should seriously consider your solutions

Published in: Data & Analytics
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TechTarget and SimpliVity Case Study: Turning better market visibility into competitive success

  1. 1. ©TechTarget 1 How the Smart Take from the Strong Andrea Benson VP of Demand Generation & Marketing Operations SimpliVity Corporation Jillian Coffin VP & Group Publisher, TechTarget Tuesday, May 16, 2017
  2. 2. ©TechTarget 2 Andrea Benson Vice President of Demand Generation & Marketing Operations SimpliVity Corporation Jillian Coffin Vice President & Group Publisher TechTarget
  3. 3. ©TechTarget 3 Marketing and sales leaders face internal and external challenges Today’s technology landscape is hard and your job is hard Market Challenges Sales and Marketing Challenges • Shift to the cloud • Commoditization • Data growth • AI • Consolidation • Delivering ROI • Differentiation & awareness • In-bound and web visibility • Prospect identification & ABM • Pipeline sales conversion • Nurturing & attribution • Tracking ROI
  4. 4. ©TechTarget 4 How the Smart Plan and Strategize
  5. 5. ©TechTarget 5 Our story • Founded in 2009, launched first product in 2012 • $276M in funding to fuel product development, marketing & fast sales growth in 2015 • New market: Hyperconverged infrastructure • Aggressive hiring across Sales and Marketing • Early on, marketing was more simplified: event heavy • Transition from start-up with limited consideration to revenue generating powerhouse • Delivered 7X increase in consideration of SimpliVity among in-market hyperconvergence buyers HCI estimated to be a $6 billion market by 2020 (IDC) 1 in 3 enterprises will consolidate & replace existing hardware by 2020 (TBR) The Competition Market backdrop Nutanix Scale SpringPath (Cisco) Maxta HPE VMWare EMC
  6. 6. ©TechTarget 6 Bad News • Very immature market o Who is the buyer? o Daunting task of educating a broad audience o And need to influence too many different stakeholders across IT (expensive) • No brand awareness, lack of visibility & low consideration Good News • We had a compelling story: Hyperconvergence market getting lots of buzz and growing fast • SimpliVity solutions offer simplicity, consolidation and align well to broader trend of “Next Gen IT” • Strong product offering and identified key differentiator (Data Protection) • VC-funded SimpliVity State of the Union
  7. 7. ©TechTarget 7 The new reality of BtoB marketing Sources: Infront, Pardot Problem Discovery RFI/RFP Process Need Identified • Personalization not realistic with resources • Prospects want to talk to sales later in the process • Huge pressure on marketing to be everywhere 78% of B2B buyers turn to Google 90% click on first page organic results More buyers to reach and more channels to support
  8. 8. ©TechTarget 8 1. Define the market 2. Find and engage relevant IT roles who care about HCI 3. Source the right accounts, the right people, in the right places 4. Messaging and content 5. Support the ambitious growth goals Five biggest challenges to activate marketing Sources: Infront, Pardot
  9. 9. ©TechTarget 9  Focus efforts with partners who can make the greatest impact, and who had insight into the Market and our target audience  Expand digital marketing effort beyond events  Take advantage of TechTarget’s search authority in Google  Ramp content marketing to educate and drive demand  Introduce purchase intent data to give SimpliVity an edge Our strategy for each challenge: Content, integration and intent data
  10. 10. ©TechTarget 10 Why TechTarget? Benefits to SimpliVity Purchase Intent See the facts you need Audiences Find the buyers you want Marketing Activation Gain the outcomes you seek Market insight • Intelligence on what prospects do when not engaging with SimpliVity • New, emerging points of entry for SimpliVity to exploit • Direction on messaging, content best practices Focused Reach: • Access to the right audiences • Ability to influence across display, content and data Thought leadership: • 3rd party platform to influence SimpliVity’s Target Influencers/Buyers
  11. 11. ©TechTarget 11 How the Smart Execute
  12. 12. ©TechTarget 12 #1 established the “four P’s plan” Building a foundation for success People Marketing resources and tools Positioning Market messaging Process Lead to close process Performance Track performance and ROI
  13. 13. ©TechTarget 13 #2 Identified and prioritized the audiences we needed to influence Hyper- converged Private Cloud Apps Data Protection Server Virt Remote Office Storage Refresh Desktop Virt
  14. 14. ©TechTarget 14 #3 built an always-on integrated plan Essential elementsWhat does integration really mean? • Social channels • Search • Content development: blogs, articles, webinars, video, whitepapers, etc. • Research • Digital advertising: targeting, retargeting • Native advertising • Content marketing • Intent data • Physical & Virtual Events • Architecting a marketing strategy that maps tactics to business needs • Efficiently surrounding the buyer at all times across different channels • Consistently learning, optimizing
  15. 15. ©TechTarget 15 #3 built an always-on integrated plan Essential elementsWhat does integration really mean? • Social channels • Search • Content development: blogs, articles, webinars, video, whitepapers, etc. • Research • Digital advertising: targeting, retargeting • Native advertising • Content marketing • Intent data • Physical & Virtual Events • Architecting a marketing strategy that maps tactics to business needs • Efficiently surrounding the buyer at all times across different channels • Consistently learning, optimizing
  16. 16. ©TechTarget 16 SimpliVity media strategy maps directly to buyer journey Google Search Deep content footprint and Search dominance drives active buyers into TechTarget’s network Content Marketing Contextual SimpliVity display Native Branded Content Priority Engine Buyer research details tracked across Hyperconvergence market provides visibility into purchase intent in key markets for SimpliVity SimpliVity content Retargeting to continue influencing as users continue research across web SearchConvergedInfrastructure SearchServerVirtualization SearchCloudComputing
  17. 17. ©TechTarget 17 Account view: Smart taking from the strong (10/16 – 4/17) 6 members of buying team influenced via demand generation 9 active prospects in Priority Engine CompetitorActivity Editorial Activity SimpliVity Priority Engine Vendor Page views (Native Site) April January2017 October2016 October– March2016 January2017 December2016 November 2017 October2017 October2017 December2016
  18. 18. ©TechTarget 18 How the Smart Measure and Track ROI
  19. 19. ©TechTarget 19 Results by the numbers Reach & Amplification Consideration Pipeline • +30% of total pipeline influenced via TechTarget • Represents 10:1 return on investment • 700% increase in purchase consideration • From 3% consideration to 24% • +14.7M targeted, relevant impressions • +2X content volume than relying on vendor content alone • Leads & intelligence on +16K accounts in market for converged IT solutions
  20. 20. ©TechTarget 20 • Embrace the same goal = producing revenue • Build a plan for success o Common sense marketing begins with a strong foundation • Establish right processes o Don’t re-create the wheel – put pieces together in a meaningful way • Secure buy-in from all stakeholders o Sales, Marketing, Channel, Operations • Execute and optimize o Tweak as needed to align activities with desired business results Keys to success “We view TechTarget as a critical ‘must-have’ partner across all aspects of our marketing strategy with demonstrated impact on pipeline and MQL conversions.” Marianne Budnik Senior Vice President, Chief Marketing Officer SimpliVity
  21. 21. ©TechTarget 21 Questions? Andrea Benson Vice President of Demand Generation & Marketing Operations SimpliVity Corporation Jillian Coffin Vice President & Group Publisher TechTarget

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