Its not all about you
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Focus on what your audience needs and wants. When you are sharing content sometimes you have to realise it's not always about you.
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Its not all about you
- 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? of the IT Committee provides fake information when they complete a lead capture form 59% 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?
- 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
- 11. 1 We must focus on the IT Committee’s needs and wants: Branding & Lead Gen come together TRADITIONAL LEAD GENERATION CONSIDERATION, PURCHASE & IMPLEMENTATION CONTENT BRANDING & SOCIAL RELATIONSHIPS VALUABLE, THOUGHT- LEADERSHIP CONTENT BETTER TOGETHER
- 12. IT Committee Members actively looking for an IT Solution (in-market) Gating content too early or too often decreases consideration 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. 1 Nurturing leads through content is vital because most are not ready to talk to sales 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? of content before they are ready to talk to a sales rep. 5 pieces The average IT Committee member needs to consume
- 14. Julian Pacher Marketing Manager, Salesforce.com David B. Thomas Senior Director, Content and Engagement, Salesforce.com
- 15. 1 We have the opportunity to build thriving customer relationships
Editor's Notes
- Bad party guest analogy
- In a world of continuous conversations & relationship building, branding and lead gen don't have to live separate lives. They should be part of a continuum. The ongoing conversation with the market that allows you to find the customers who are researching a technology or in market to buy.
- When in market, you are turning off some people When out of market you are still turning some people off and you need to be driving awareness and posting content. LinkedIn Autofill research around gate keeping – Sally…Sodosky? Also check with Vinayak…who are the leads? Get him to make a warm introduction! What are some other behaviors? Cold calls No relationship Unknowledgeable calls Other behaviors from brand
- Picture of a Heart beat monitor to set up a metaphor of tech companies hurting their audience and potentially killing interest in their brand. We hide behind our companies 4 walls thinking that our customers care about us as much as we care about our company. We have acted like nameless, faceless bureaucratic companies that are in it for themselves. Our world of customers isn't like that and is sick of us acting like that.