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Nurturing the IT
Committee
Is marketing helping or hurting?
22
EARNED
TRUST + CREDIBILITY
M U S T B E
3
 We surveyed over 2,300 IT Committee members globally
How do you earn TRUST with the IT Committee?
* LOCAL LANGUAGE / LinkedIn Survey and Internal Data: Q2 2014
Germany, N=203
France*, N=202
The Netherlands, N=204
Canada, N=152
US, N=404
UK, N=204
BRAZIL*, N=155
Australia, N=104
India, N=202
Hong Kong, N=155
Singapore, N=104
MIDDLE EAST
Saudi Arabia, N=155
UAE, N=154
N. AMERICA EMEA
APAC
4
The Growing IT Committee
Who are they and how do you engage them?
The Power of Education without Bias
If you’re talking about yourself, you’re doing it wrong
The Expertise You Don’t Know You Have
The definition of an expert is broader than you think
Nurture, don’t Disrupt
Gating content too early and too often is counter-productive
Overview
The Growing
IT Committee
6
The IT Committee
10+ million
members who influence IT decisions
across departments and seniorities
Growing 1.25x
faster than general
member growth
7
IT decision making goes beyond the senior IT department
78%
of the IT Committee works
outside of IT
30% 61%
are individual
contributors or managers
control part or all of
the IT Budget
In which department do you work?
In which of the following stages of IT decision-making are you currently involved?
8
They’re hungry for IT news and information on social
How frequently do you visit each of the following sources to get IT related news and information?
Category 1 Category 2 Category 3 Category 4
Visit Google+Visit Facebook Visit TwitterVisit LinkedIn
41%44% 32%75%
83% use social media for IT News and
Information each month
9
 % content from each source very or extremely trustworthy
They trust content on LinkedIn more than any other source
How frequently do you visit each of the following sources to get IT related news and information?
How trustworthy do you feel the content you see from each of the below sources is?
50%
48%
34% 33%
24%
20%
15%
9%
LinkedIn Online Trade/
Industry Sites
Google+ Online News
Sites
Discussion
Forums
Blogs Twitter Facebook
 Visitation │ High Medium Low
The Power of Education
without Bias
of the IT Committee require education
to sustain or make a change to their
IT ecosystem
78%
11
How significant is the role education plays in the following types of decisions undertaken by your organization?
12
More likely to consider an IT
vendor who educates me through
each stage of the decision process
67%Educating throughout the
purchase funnel makes
generating leads more
effective
13
Education with broad-themed, non branded
content is preferred
52%
53%
59%
Most interested in non-branded /
non-sales focused content	
  
More favorable toward an IT Vendor who publishes content
about my industry and topics of interest	
  
More likely to consider an IT vendor who publishes content
about my industry and topics of interest	
  
Start with content about general industry topics, prioritized
for your audience
Author or promote expert content on the direction and
use of your industry’s products
Promote branded user reviews and case studies to drive
consideration and selection of your company
1
3
2
14
Three types of education
The Expertise You Don’t
Know You Have
16
 Influence on tech purchases
 (by purchase stage and content source)
Experts Rule the Day. But, the Definition of Expert has Evolved
Thinking of a recent or upcoming company-wide technology purchase, how influential is the SOURCE of the information you consume at each stage of the purchase cycle?
56%
53% 53%
63% 62%
49%
45% 44%
59%
47%
33%
29% 30%
34%
37%
Awareness	
  
Scope	
  
Plan	
  
Select	
  
Implement	
  
Awareness	
  
Scope	
  
Plan	
  
Select	
  
Implement	
  
Awareness	
  
Scope	
  
Plan	
  
Select	
  
Implement	
  
EXPERT CONTENT INFLUENCE	
   USER / PEER REVIEW INFLUENCE	
   BRANDED CONTENT INFLUENCE	
  
 Not necessarily on title or connections
Expertise is based on references from others and
demonstrated knowledge
6%
10%
11%
14%
22%
37%
52%
55%
72%References from coworkers and other professionals in their field	
  
Published author or presenter in their field	
  
Has a (on average) 8.5 years of experience	
  
Manages a team	
  
Has a Master's Degree or higher	
  
Is a vice president or more senior	
  
Has 500 or more connections on LinkedIn	
  
Third Party scores (Klout, Kred, PeerIndex, etc.)	
  
Other (Please specify)	
  
17When you think of a technology subject matter expert (SME), what is the first thing that comes to mind?
Below you see some additional qualities a subject matter expert may have. Please select all the attributes below that are required to be a technology SME.
%WhoBelieveEachStatementDefinesanExpert
The IT Committee is positively impacted
by the actions of your employees
25%
Are more favorable toward a
vendor whose employees
participate in LinkedIn Groups
LinkedIn Groups
24%
Are more favorable toward a
vendor whose employees
share content on LinkedIn
Employees
23%
Are more likely to consider
if vendors have experts
publishing on LinkedIn
Experts
19
Utilize the expertise in
your organization to
earn trust
On the world’s largest professional
publishing platform
Nurture, don’t Disrupt
21
The IT Committee is anxious about gated content
40% 15%
fear SPAM or sales calls leave the site completely
What is the first thing that comes to mind when you try to download an article or access a product page and are forced to enter your contact information?
of the IT Committee provides fake
information when they complete a
lead capture form
59%
22A 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?
How many of you
have had Mickey
Mouse download
your content?
61%
In market
23
Those in market for IT
solutions are more likely to
provide fake information
At least sometimes provide
fake info
41%
Not in market
24
 IT Committee Members actively looking for an enterprise 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% 81%
are less likely to consider a vendor who
gates the FIRST piece of content
are less likely to consider a vendor who
gates ALL content
25
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
26
Lead gen and branding don’t need to be separate
TRADITIONAL
LEAD GENERATION
SOCIAL
RELATIONSHIPS
VALUABLE CONTENT
SWEET SPOT
27
Publish and promote your content in places on LinkedIn
where the IT Committee is engaging the most
1LinkedIn Internal Data – 4/1/2014 through 4/30/2014
The Feed starts the
conversation
2x as active on desktop in the
feed than members1
Groups for expert articles &
content
2x as active in groups than
members1
Ensure content is mobile
friendly
25% more active on mobile
than members1
28
What does the IT Committee want to hear about from experts?
Base: IT Committee n=181, circle size shows relative % ranked BIGGEST impact
Which of these topics do you see having the biggest impact for your organization and which you would share with your network?
Discussions on how technology
is changing the way we work
Cloud-based applications
Data Management
Cloud Storage
Network Security
“First Look” at new products or
solutions
Enterprise Social Networking
Industry Event Promotion and
Registration
% Would Share with Network
%RankedTop4Topics
0% 50% 100%
100%
50%
ITTopicsandIntenttoShare
29
LinkedIn Product Roadmap:
Bringing IT Committee members and you together
Targeting Lead capture
& Nurturing
Personalization Attribution
30
Marketer Implications
§  Earn trust with broad-based content that goes
beyond your brand’s self-interests
§  Incorporate an “always on” content strategy
with a variety of content – gated and un-
gated
§  Leverage your employees and company
specialists as experts
§  Utilize LinkedIn’s Content Marketing Score to
optimize and measure your content
§  Prepare for the future of LinkedIn

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Nurturing the IT Committee Lead: Is Marketing Helping or Hurting?

  • 1. Nurturing the IT Committee Is marketing helping or hurting?
  • 3. 3  We surveyed over 2,300 IT Committee members globally How do you earn TRUST with the IT Committee? * LOCAL LANGUAGE / LinkedIn Survey and Internal Data: Q2 2014 Germany, N=203 France*, N=202 The Netherlands, N=204 Canada, N=152 US, N=404 UK, N=204 BRAZIL*, N=155 Australia, N=104 India, N=202 Hong Kong, N=155 Singapore, N=104 MIDDLE EAST Saudi Arabia, N=155 UAE, N=154 N. AMERICA EMEA APAC
  • 4. 4 The Growing IT Committee Who are they and how do you engage them? The Power of Education without Bias If you’re talking about yourself, you’re doing it wrong The Expertise You Don’t Know You Have The definition of an expert is broader than you think Nurture, don’t Disrupt Gating content too early and too often is counter-productive Overview
  • 6. 6 The IT Committee 10+ million members who influence IT decisions across departments and seniorities Growing 1.25x faster than general member growth
  • 7. 7 IT decision making goes beyond the senior IT department 78% of the IT Committee works outside of IT 30% 61% are individual contributors or managers control part or all of the IT Budget In which department do you work? In which of the following stages of IT decision-making are you currently involved?
  • 8. 8 They’re hungry for IT news and information on social How frequently do you visit each of the following sources to get IT related news and information? Category 1 Category 2 Category 3 Category 4 Visit Google+Visit Facebook Visit TwitterVisit LinkedIn 41%44% 32%75% 83% use social media for IT News and Information each month
  • 9. 9  % content from each source very or extremely trustworthy They trust content on LinkedIn more than any other source How frequently do you visit each of the following sources to get IT related news and information? How trustworthy do you feel the content you see from each of the below sources is? 50% 48% 34% 33% 24% 20% 15% 9% LinkedIn Online Trade/ Industry Sites Google+ Online News Sites Discussion Forums Blogs Twitter Facebook  Visitation │ High Medium Low
  • 10. The Power of Education without Bias
  • 11. of the IT Committee require education to sustain or make a change to their IT ecosystem 78% 11 How significant is the role education plays in the following types of decisions undertaken by your organization?
  • 12. 12 More likely to consider an IT vendor who educates me through each stage of the decision process 67%Educating throughout the purchase funnel makes generating leads more effective
  • 13. 13 Education with broad-themed, non branded content is preferred 52% 53% 59% Most interested in non-branded / non-sales focused content   More favorable toward an IT Vendor who publishes content about my industry and topics of interest   More likely to consider an IT vendor who publishes content about my industry and topics of interest  
  • 14. Start with content about general industry topics, prioritized for your audience Author or promote expert content on the direction and use of your industry’s products Promote branded user reviews and case studies to drive consideration and selection of your company 1 3 2 14 Three types of education
  • 15. The Expertise You Don’t Know You Have
  • 16. 16  Influence on tech purchases  (by purchase stage and content source) Experts Rule the Day. But, the Definition of Expert has Evolved Thinking of a recent or upcoming company-wide technology purchase, how influential is the SOURCE of the information you consume at each stage of the purchase cycle? 56% 53% 53% 63% 62% 49% 45% 44% 59% 47% 33% 29% 30% 34% 37% Awareness   Scope   Plan   Select   Implement   Awareness   Scope   Plan   Select   Implement   Awareness   Scope   Plan   Select   Implement   EXPERT CONTENT INFLUENCE   USER / PEER REVIEW INFLUENCE   BRANDED CONTENT INFLUENCE  
  • 17.  Not necessarily on title or connections Expertise is based on references from others and demonstrated knowledge 6% 10% 11% 14% 22% 37% 52% 55% 72%References from coworkers and other professionals in their field   Published author or presenter in their field   Has a (on average) 8.5 years of experience   Manages a team   Has a Master's Degree or higher   Is a vice president or more senior   Has 500 or more connections on LinkedIn   Third Party scores (Klout, Kred, PeerIndex, etc.)   Other (Please specify)   17When you think of a technology subject matter expert (SME), what is the first thing that comes to mind? Below you see some additional qualities a subject matter expert may have. Please select all the attributes below that are required to be a technology SME. %WhoBelieveEachStatementDefinesanExpert
  • 18. The IT Committee is positively impacted by the actions of your employees 25% Are more favorable toward a vendor whose employees participate in LinkedIn Groups LinkedIn Groups 24% Are more favorable toward a vendor whose employees share content on LinkedIn Employees 23% Are more likely to consider if vendors have experts publishing on LinkedIn Experts
  • 19. 19 Utilize the expertise in your organization to earn trust On the world’s largest professional publishing platform
  • 21. 21 The IT Committee is anxious about gated content 40% 15% fear SPAM or sales calls leave the site completely What is the first thing that comes to mind when you try to download an article or access a product page and are forced to enter your contact information?
  • 22. of the IT Committee provides fake information when they complete a lead capture form 59% 22A 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? How many of you have had Mickey Mouse download your content?
  • 23. 61% In market 23 Those in market for IT solutions are more likely to provide fake information At least sometimes provide fake info 41% Not in market
  • 24. 24  IT Committee Members actively looking for an enterprise 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% 81% are less likely to consider a vendor who gates the FIRST piece of content are less likely to consider a vendor who gates ALL content
  • 25. 25 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
  • 26. 26 Lead gen and branding don’t need to be separate TRADITIONAL LEAD GENERATION SOCIAL RELATIONSHIPS VALUABLE CONTENT SWEET SPOT
  • 27. 27 Publish and promote your content in places on LinkedIn where the IT Committee is engaging the most 1LinkedIn Internal Data – 4/1/2014 through 4/30/2014 The Feed starts the conversation 2x as active on desktop in the feed than members1 Groups for expert articles & content 2x as active in groups than members1 Ensure content is mobile friendly 25% more active on mobile than members1
  • 28. 28 What does the IT Committee want to hear about from experts? Base: IT Committee n=181, circle size shows relative % ranked BIGGEST impact Which of these topics do you see having the biggest impact for your organization and which you would share with your network? Discussions on how technology is changing the way we work Cloud-based applications Data Management Cloud Storage Network Security “First Look” at new products or solutions Enterprise Social Networking Industry Event Promotion and Registration % Would Share with Network %RankedTop4Topics 0% 50% 100% 100% 50% ITTopicsandIntenttoShare
  • 29. 29 LinkedIn Product Roadmap: Bringing IT Committee members and you together Targeting Lead capture & Nurturing Personalization Attribution
  • 30. 30 Marketer Implications §  Earn trust with broad-based content that goes beyond your brand’s self-interests §  Incorporate an “always on” content strategy with a variety of content – gated and un- gated §  Leverage your employees and company specialists as experts §  Utilize LinkedIn’s Content Marketing Score to optimize and measure your content §  Prepare for the future of LinkedIn