Presentation on channel marketing

1. Leave Your Competitors Behind With Better Marketing
Campaigns
Peter O’Neill, Vice President, Principal Analyst
Marseilles, June 27, 2012
1 © 2009 Forrester Research, Inc. Reproduction Prohibited
2011

2. Vendor-centric fulfillment marketing
models don’t work in today’s market
Today’s empowered buyer controls when and how
information is found and consumed, so tech
marketers must configure their programs and
content accordingly.
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3. Agenda
1. Why tech marketing
must become strategic
2. Understanding the
buyer’s journey
3. Developing compelling
marketing campaigns
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4. Tech marketing is already adjusting to a new
engagement model
Old
Market interactions
based on offers
Seller Buyer
Offer
Respond
Fulfill
O-R-F scales with media
Source: May 07, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
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5. Forrester calls the new model “need-match-engage”
From IT to business technology (BT)
Old New
Market interactions Market interactions
based on offers based on needs
Seller Buyer Seller Buyer
Offer Need
Respond Match
Fulfill Engage
O-R-F scales with media N-M-E scales with social media
Source: May 07, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
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6. The customer’s journey ends with THEIR outcome
Outcome
Roll-Out
Implement
Select
Plan • Customer’s hard work starts after “select.”
• Customers routinely abandon plans after
selection
Scope
• Cloud-based, subscription solutions must
prove themselves “every month.”
• Customer journeys are communal.
Aware
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7. And something else has changed
•Publish a blog
•Publish your own web pages
Creators •Upload video you created
•Upload audio/music you created
•Write articles or stories and post them
Conversa- •Update status on a social networking site
tionalists* •Post updates on Twitter
•Post ratings/reviews of products or services
•Comment on someone else’s blog
Critics •Contribute to online forums
The Social •Contribute to/edit articles in a wiki
Technographics® Collectors
•Use RSS feeds
•Vote for websites online
ladder •Add “tags” to web pages or photos
•Maintain profile on a social networking site
Joiners •Visit social networking sites
•Read blogs
•Listen to podcasts
•Watch video from other users
Spectators •Read online forums
•Read customer ratings/reviews
•Read tweets
Inactives None of the above
Groups include people participating in at least one of the
indicated activities at least monthly.
*Conversationalists participate in at least one of the indicated
activities at least weekly.
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Source: April 28, 2010, “Social Technographics®: Business Technology Buyers” Forrester report

8. 2011 adoption of social media behaviors by BT buyers
US online adults, BT decision-makers,
for any purpose* for business purposes
86% of business
23% Creators 32% technology
buyers engage in
Conversa- some forms of
31% tionalists 17% social activities
while working.
33% Critics 46%
Percentages include US online
respondents who said that they
19% Collectors engage in selected social activities for
36% any purpose and BT decision-makers
who said that they engage in selected
social activities for business purposes
59% Joiners or for both business and personal
44% purposes.
Base: 1,001 BT decision-makers
68% Spectators at firms with 100 or more
80% employees in the US and
Western Europe
*Base: US online adults
19% Inactives
14%
Source: North American Technographics® Online Benchmark Survey, Q2 2010 (US) and US And European B2B Social
Technographics® Online Survey For Business Technology Buyers, Q1 2011
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9. 2011 BT Social Technographics® by country
France Germany UK US
(N=98) (N=97) (N=112) (N=694)
Creators 40% 40% 22% 31%
Conversa-
tionalists 23% 20% 14% 16%
Critics 58% 56% 34% 45%
Collectors 48% 52% 29% 33%
Joiners 54% 42% 38% 43%
Spectators 81% 75% 76% 81%
Inactives 13% 16% 17% 13%
Source: US And European B2B Social Technographics® Online Survey For Business Technology Buyers, Q1 2011
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10. Understand the buyer’s journey
Solution
MARKETING INTERACTIONS
SOCIAL & DIGITAL INTERACTIONS
SALES INTERACTIONS
Need
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11. Agenda
1. Why tech marketing
must become strategic
2. Understanding the
buyer’s journey
3. Developing compelling
marketing campaigns
11 © 2011 Forrester Research, Inc. Reproduction Prohibited

12. More multi-touch, multi-target marketing in 2012
• No one influencer has more than 30% of
30% the total power through the purchase
process
• Average number of different sources used
7.6 through out the purchase funnel
• The ratio of “find on their own”, what we
3:1:1 can “send them”, and what “sales can
deliver”, in the overall mix
Source: Tech Marketing Navigator
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13. Tech marketing organizations must think beyond
lead generation
Customer
Lead Lead Sales
Awareness Revenue retention and Revenue
origination nurturing process expansion
Lead-to-revenue management (L2RM)
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14. Execute to improve conversion ratios
Opportunity
Customer
Inquiry
Customer
Lead Lead Sales Initial Retention &
Awareness Marketing Ready Lifecycle
Origination Nurturing Process Revenue Expansion Revenue
Sales-Ready
Deals won
Average conversion ratio 35% 32% 6% The numbers to beat!
for the tech industry
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15. Agenda
1. Why tech marketing
must become strategic
2. Understanding the
buyer’s journey
3. Developing compelling
marketing campaigns
15 © 2011 Forrester Research, Inc. Reproduction Prohibited

16. Understanding your buyers by defining personas
Cynthia Ianato
Role and Tenure Personal Profile
Chief Information Officer
.
Key Issues & What makes the
Responsibilities job hard
What makes the
job fun
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17. Content Mapping: Own the Journey
Consideration
Potential Content Options
Buyer Activities Whitepapers
Research Solutions Technical Spec’s
Architect the Solution ROI Models
Build a Business Case Product Cost Information
Establish Budgets Implementation and Adoption Plans
Integration information
Awareness Consideration Purchase
17 © 2011 Forrester Research, Inc. Reproduction Prohibited

18. Content Mapping: Own the Journey
Purchase
Potential Content Options
Buyer Activities Features and Options
Evaluate Vendors Competitive Comparisons
Shortlist Vendors ROI Examples
Proofs and Pilots
Customer References
Negotiate
Deployment Options
Price and TCO Examples
Awareness Consideration Purchase
18 © 2011 Forrester Research, Inc. Reproduction Prohibited

19. An example journey
Awareness Interest Evaluation
Research Case Studies Analyst Reports
White Papers Testimonials Data Sheets
Webcasts w/
Blogs ROI Analysis
Customer
Videos / Podcasts Seminars / Events Why Planview
Solution White
Webcasts Tailored Demos
Papers
Events Demo Webcasts References
Building the Relationship at Every Step
Nurturing is an Essential Part of the Journey
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© 2012 Planview, Inc. | 19

20. Thank You
Peter O’Neill
+1 650. 581.3864, +49 (6)99.592.9839 poneill@forrester.com
www.twitter.com/poneillforr
www.forrester.com
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21. Peter O’Neill, VP & Principal Analyst
 33 years in the technology industry, including
 Advisor META Group (now Gartner)
 Marketer HP (HW, SW, & Services businesses)
 User Ford Motor Company
 Writes for and advises:
– Technology Marketing Professionals
 Research Focus:
– Field and international marketing
– Marketing content management
• 2012 Plans: – Partner marketing
– Help field marketing professionals to leverage the digital marketing opportunity
– Advise vendors on new partnership/channel models for the cloudy industry
– Establish a better understanding of the lead-to-revenue management (L2RM)
process and help marketers and marketing automatin vendors adopt the
concept.
21 © 2011 Forrester Research, Inc. Reproduction Prohibited