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May 7, 2013
This presentation summarizes how to do effective demand generation for content management solutions.
aiim.org © AIIM 2013 #AIIM The Global Community of Informa6on Professionals The New World of Marke6ng and Sales How to grow your business? New research from AIIM’s 100,000 community members Atle Skjekkeland Chief Opera6ng Oﬃcer AIIM
aiim.org © AIIM 2013 The Educated Buyer “A recent Corporate Execu8ve Board study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision—researching solu8ons, ranking op8ons, seHng requirements, benchmarking pricing, and so on—before even having a conversa6on with a supplier” Implica8ons? You need to engage new customers before the requirements are set. Source: hPp://hbr.org/2012/07/the-‐end-‐of-‐solu8on-‐sales/ar/1
aiim.org © AIIM 2013 The Importance of Business Leaders “While overall corporate tech spending is up by 17 to 20% in our latest data, spending by IT departments is ﬂat at best.” “Its business leaders, not their IT colleagues, who are driving purchasing decisions” Ensure your solu8on is… • Simple • Scalable • Safe • Secure • Sustainable • Sexy Source: hPp://blogs.hbr.org/cs/2011/07coming_to_terms_with_the_consu.html
aiim.org © AIIM 2013 Provide New or Unique Insights Provoca6on-‐Based Selling: – Compels project investments outside an exis8ng budget – Challenges the prevailing point of view – Addresses unacknowledged angst – Targets strategic problems – Begins with the business case and then provides technical proof – Starts an execu8ve-‐level dialogue – Uses an insigh]ul hypothesis to provoke a response – Is proac8ve in leading, and forcing issues out Source: hPp://hbr.org/2009/03/in-‐a-‐downturn-‐provoke-‐your-‐customers/ar/1
aiim.org © AIIM 2013 Four Changes in Marke6ng 1. The Buyer’s Journey is what counts – Understanding buying roles and stages cri8cal § Step 1: First awareness: Educa8onal whitepapers, case studies, etc. § Step 2: Possible technologies and features: Checklists, templates, etc. § Step 3: Iden6fy possible providers: Vendor comparisons, solu8on briefs, etc. 2. The technology has changed – In-‐bound marke8ng, nurturing, mul8-‐touch. 3. Exploding op6ons for content delivery – Videos, podcasts, blogs, TwiPer. 4. Thought leadership counts – It’s more than selling. Source: Sirius Decisions
aiim.org © AIIM 2013 The Old vs New World of Marke6ng Old New Prospects get their informa8on from you Prospects get most of their informa8on before they even talk to you Focus groups Analy8cs One-‐to-‐many One-‐to-‐one Trade shows Niched conferences Presenta8ons describe YOU Presenta8ons that educate THEM Single use analyst white papers Mul8-‐use content assets Product leadership Thought leadership Mass e-‐mail Segmented and automated drip Print or print-‐like delivery Videos, podcasts, blogs, ebooks
aiim.org © AIIM 2013 Step 1: First Awareness What informa6on sources do you/did you use for becoming aware of the opportuni6es with content management? 0% 10% 20% 30% 40% 50% 60% Blogs and press ar8cles AIIM website and publica8ons AIIM webinars and events Trade shows Industry-‐speciﬁc associa8ons AIIM training Vendor sales rep(s) Analysts Vendor websites Social media recommenda8ons Consultants N=213 non-‐trade • 88% of buyers think educa8onal content from solu8on providers tell the buyer what they oﬀer, not necessarily what is right for the buyer • Only 4% of buyers think their industry-‐speciﬁc associa8on providers them more useful informa8on than AIIM
aiim.org © AIIM 2013 Step 2: Necessary Technologies and Features What informa6on sources do you/did you use for becoming aware of necessary technologies and features? N=213 non-‐trade 0% 10% 20% 30% 40% 50% 60% 70% 80% Vendor websites Vendor sales rep(s) AIIM website and publica8ons AIIM webinars and events Trade shows Consultants Blogs and press ar8cles Analysts Industry-‐speciﬁc associa8ons AIIM training Social media recommenda8ons • 66% of buyers admit that they never respond to cold calls or voicemails from sales reps wan8ng to sell them a new product • 67% would be more likely to talk to a sales rep a friend or colleague recommended I talk to them
aiim.org © AIIM 2013 Engage and educate buyers early in the buying cycle Conclusions for Marketing Professionals?1. First awareness: – Change the game by engaging new customers at the beginning of the buying cycle – Use AIIM as a neutral 3rd party for brand awareness and name acquisi8on. – Educate the customer with real educa8onal content, not sales pitches 2. Possible technologies and features: – Nurture the leads with educa8onal webinars, whitepapers, etc. 3. Iden6fy possible providers – Document how your solu8on meets the customers requirements with solu8on briefs, vendor comparisons, etc.
aiim.org © AIIM 2013 Engage and educate buyers early in the buying cycle Conclusions for Marketing Professionals?0% 10% 20% 30% 40% 50% 60% 70% 80% 90% General educa8on about opportuni8es with content management Understand possible solu8ons Determine our requirements Formal training in ECM techniques Implement a solu8on Procure a solu8on None of these Do you use AIIM to help you with the following? (check those that are signiﬁcant) N=213 non-‐trade • 81% of buyers are looking to AIIM for educa8on about opportuni8es with content management, and 68% are looking to AIIM to understand possible solu8ons • Don’t just rely on your own educa8onal content! 57% of buyers think educa8onal content from solu8on providers are sales pitches, not really educa8onal.
aiim.org © AIIM 2013 The New Role of Sales Professionals According to a global study of sales rep produc8vity among 6,000 reps across nearly 100 companies by the Sales Execu8ve Council: Every sales professional falls into one of ﬁve dis8nct proﬁles. • Rela8onship Builders • Hard Workers • Lone Wolves • Reac8ve Problem Solvers • Challengers The best sales professionals are Challengers, not Rela8onship Builders. Source: hPp://blogs.hbr.org/cs/2011/09/selling_is_not_about_rela8o.html
aiim.org © AIIM 2013 Provide New and Unique Insights What are the two biggest factors that would make you amenable to a discussion with a sales representa8ve from a non-‐incumbent at any 8me in the cycle? (Max TWO)
aiim.org © AIIM 2013 The Educa6onal Sale Source: Sirius Decisions / AIIM 1. Iden8fy and Engage Prospect 2. Provide New or Unique Insights 3. Demonstrate Importance 4. Educate Customer About Their Needs 5. Show How Your Solu8on Meets Their Reqs Sales role Domain Expert Strategic Orchestrator Risk Alleviator Sales phase
aiim.org © AIIM 2013 Engage and educate buyers early in the buying cycle Conclusions for Sales Professionals?• Turn sales professionals into domain experts – The entry-‐level should be the AIIM ECM Prac88oner program and examina8on www.aiim.org/training – Start the journey towards the Cer8ﬁed Informa8on Professional designa8on www.aiim.org/cer8ﬁca8on • Provide customers with new and unique insights – Leverage AIIM research to engage customers www.aiim.org/research – Use AIIM Sales Enablement training for proac8ve solu8on selling www.aiim.org/training
aiim.org © AIIM 2013 Feedback “Kofax uses AIIM as a strategic partner for assessing the market, crea8ng customer-‐facing content and engaging prospec8ve and exis8ng users of content technologies and solu8ons worldwide. As the market moves towards smart process and content solu8ons, it is essen8al that we be closely associated with the opinion leaders in the area of content and related systems of engagement. AIIM’s staﬀ provide us with that insight, and their programs support our corporate and product strategy”. Martyn Chris6an, Chief Marke6ng Oﬃcer, Kofax, Inc. "AIIM has a unique perspec8ve on all things Content. Technology, trends and customer adop8on paPerns are changing so rapidly that it is becoming impossible to keep on top of what is important to us -‐ how will our customers adopt new technology in applying content to their business. AIIM has the community reach, interac8on with vendors and ability to ask the ques8ons that maPer, which has allowed us to understand how content will be deployed, who will be responsible and how does it apply to cri8cal business processes in the enterprise. No one else has been able to provide this industry perspec8ve”. John Newton, Chairman and CTO, Alfresco “AIIM is a highly respected leading source of informa8on and a great organisa8on that can be used to build out your network in the informa8on management space. Workshare relies on AIIM for qualita8ve and quan8ta8ve data on trends in the market based on comprehensive research among end users that we know we can trust. The AIIM event series con8nues to help us build a tangible sales funnel as it is aPended by end users that are looking for solu8ons, advice and best prac8ces.” Ali Moinuddin, CMO, WorkShare
aiim.org © AIIM 2013 Want more informa6on? § For North America: § Joe Ryan at firstname.lastname@example.org § Amy Michalski at email@example.com § For Europe: § Chris Fenton at firstname.lastname@example.org "If you work with your organiza8on’s informa8on or collabora8on resources and technologies, you’ll surely ﬁnd AIIM a treasure trove of resources." Andrew McAfee, Professor and author, Enterprise 2.0 and Race Against the Machine