The document discusses how technology purchasing decisions are made by committees comprising people from various departments, not just IT. It notes that content should be used throughout the purchasing process to educate and unify these committees. Specifically, it recommends starting with general industry content, publishing expert content on products, and promoting user reviews and case studies. Engaging committees across departments and at each stage of the process from needs identification to renewal is important for vendors to be considered and selected.
Peter Hubert, Head of Insights, APAC navigated the dynamic and changing IT sales landscape and taught how to attract and engage today's tech decision makers with the right content at the right time at TECHconnect Singapore 2015.
Visit the URL below for photos of the memorable event at the RedDot Design Museum: https://business.linkedin.com/marketing-solutions/ms/e/15/tech-connect-sg/highlights
Elisa Koch, LinkedIn’s Insights Lead for AUNZ, shared the key insights and learnings from LinkedIn’s Tech research “Taking a Deeper Look at Today’s Empowered Tech Buying Process”.
Taking a Deeper Look at Today's Tech Buying ProcessLinkedIn
Understand why Tech buying is unlike any other B2B purchasing process. Learn about the vital importance of the IT Committee - who are the players, their motivations and a deep understanding of their content needs.
Training Material - Competitive Intelligence - The Life Blood Of Strategy - A...Sadashiv Borgaonkar
This is the training material of Competitive Intelligence. 136 Pages.
Competitive Intelligence is the life blood of strategy
The Ultimate Goal Of Each Intelligence Process Is To Facilitate Decision – Making That Leads To Action.
Eventually, All Intelligence Terms Refer To Using Systematic Methods To Collect, Analyze And Disseminate Information That Supports Decision - Making
Competitive Intelligence (CI) Is Regarded As The Broadest Scope Of Intelligence Activities Covering The Whole External Operating Environment Of The Company And Targeting All Levels Of Decision – Making.
Acquiring capacity for understanding key business activities in the environments and developing appropriate action points for business and organisational excellence.
What makes up a good Competitive Intelligence program - Brian Groth - Feb 2013Brian Groth
Brian Groth’s view of some of the items that make up a good Competitive Intelligence program, which covers Overview & Approach, Getting Started, Supporting Sales & Marketing, and Taking your CI program further.
Read this Executive Brief to understand why your team should make the case to modernize your communications and collaboration infrastructure.
Understand why it's time to move forward with modernizing your communications infrastructure.
Discover the productivity and efficiency gains you can achieve.
Redefine how you think about communications.
Learn how to build a strategy that addresses both unified communications and collaboration.
Understand Info-Tech's methodology and approach to modernizing communications and collaboration infrastructure.
The content for this excerpt was taken directly from the IDC MarketScape: Worldwide Retail Product Life-Cycle Management (PLM) Applications 2012 Vendor Assessment" by Leslie Hand.
The retail product life-cycle management (PLM) applications market for apparel, footwear, and hardlines products continues to evolve, with the focus shifting from merely enabling improved technical specification, sampling, and sourcing management processes to acting as a central lynchpin, from a supply chain perspective, empowering retailers to conduct customer-centric, efficient, and effective brand management.
Key findings included in this document:
● Retail PLM allows retailers to harmonize decisions at each step of the product life cycle, resulting in more profitable product launches, fewer product failures, and more business success.
● Retailers improve the performance of their companies and, specifically, private label brands with a broad spectrum of product life-cycle management capabilities from product conception to order receipt.
● Vendors that serve this space range from those that have long histories in PLM and CAD, vendors that initially were sourcing specialists and those that have emerged specifically to serve retail product or merchandise life-cycle management (retail PLM or MLM) needs. Regardless of heritage, many of these companies have increased retail-specific R&D in the past several years.
● To address the business and technical requirements of retail PLM processes, beyond core product development and sourcing, vendors are developing, partnering, or acquiring analytics, 3D visualization, social networking, and collaborative platform technologies
Peter Hubert, Head of Insights, APAC navigated the dynamic and changing IT sales landscape and taught how to attract and engage today's tech decision makers with the right content at the right time at TECHconnect Singapore 2015.
Visit the URL below for photos of the memorable event at the RedDot Design Museum: https://business.linkedin.com/marketing-solutions/ms/e/15/tech-connect-sg/highlights
Elisa Koch, LinkedIn’s Insights Lead for AUNZ, shared the key insights and learnings from LinkedIn’s Tech research “Taking a Deeper Look at Today’s Empowered Tech Buying Process”.
Taking a Deeper Look at Today's Tech Buying ProcessLinkedIn
Understand why Tech buying is unlike any other B2B purchasing process. Learn about the vital importance of the IT Committee - who are the players, their motivations and a deep understanding of their content needs.
Training Material - Competitive Intelligence - The Life Blood Of Strategy - A...Sadashiv Borgaonkar
This is the training material of Competitive Intelligence. 136 Pages.
Competitive Intelligence is the life blood of strategy
The Ultimate Goal Of Each Intelligence Process Is To Facilitate Decision – Making That Leads To Action.
Eventually, All Intelligence Terms Refer To Using Systematic Methods To Collect, Analyze And Disseminate Information That Supports Decision - Making
Competitive Intelligence (CI) Is Regarded As The Broadest Scope Of Intelligence Activities Covering The Whole External Operating Environment Of The Company And Targeting All Levels Of Decision – Making.
Acquiring capacity for understanding key business activities in the environments and developing appropriate action points for business and organisational excellence.
What makes up a good Competitive Intelligence program - Brian Groth - Feb 2013Brian Groth
Brian Groth’s view of some of the items that make up a good Competitive Intelligence program, which covers Overview & Approach, Getting Started, Supporting Sales & Marketing, and Taking your CI program further.
Read this Executive Brief to understand why your team should make the case to modernize your communications and collaboration infrastructure.
Understand why it's time to move forward with modernizing your communications infrastructure.
Discover the productivity and efficiency gains you can achieve.
Redefine how you think about communications.
Learn how to build a strategy that addresses both unified communications and collaboration.
Understand Info-Tech's methodology and approach to modernizing communications and collaboration infrastructure.
The content for this excerpt was taken directly from the IDC MarketScape: Worldwide Retail Product Life-Cycle Management (PLM) Applications 2012 Vendor Assessment" by Leslie Hand.
The retail product life-cycle management (PLM) applications market for apparel, footwear, and hardlines products continues to evolve, with the focus shifting from merely enabling improved technical specification, sampling, and sourcing management processes to acting as a central lynchpin, from a supply chain perspective, empowering retailers to conduct customer-centric, efficient, and effective brand management.
Key findings included in this document:
● Retail PLM allows retailers to harmonize decisions at each step of the product life cycle, resulting in more profitable product launches, fewer product failures, and more business success.
● Retailers improve the performance of their companies and, specifically, private label brands with a broad spectrum of product life-cycle management capabilities from product conception to order receipt.
● Vendors that serve this space range from those that have long histories in PLM and CAD, vendors that initially were sourcing specialists and those that have emerged specifically to serve retail product or merchandise life-cycle management (retail PLM or MLM) needs. Regardless of heritage, many of these companies have increased retail-specific R&D in the past several years.
● To address the business and technical requirements of retail PLM processes, beyond core product development and sourcing, vendors are developing, partnering, or acquiring analytics, 3D visualization, social networking, and collaborative platform technologies
The path to a better bottom line is paved by large numbers of operational decisions made by people, by processes and by software applications. Systematically improving each operational decision – at scale – is at the core of Decision Management. Business Architects and Analysts identify, describe and model operational decisions in Decision Discovery.
In this webinar, James Taylor, CEO of Decision Management Solutions, and Dr. Juergen Pitschke, Founder and Managing Director at BCS, will show you how to get started with Decision Management on your next application development or business process improvement project with Decision Discovery. Learn how to:
Identify decisions, sub-decisions and information and knowledge resources (including rules and analytics)
Describe decisions in detail (Decision Tables and other Metaphors)
Model decisions in a DMN-conformant decision modeling tool for communication and documentation
Link to execution environments
Digital Velocity 2014 Morning Keynote: "Building an Effective Digital Marketi...Tealium
Presentation from: James McCormick, Senior Analyst, Forrester
Marketers need a system of record to keep pace with their customers’ digital journey and to recognize, understand, and engage with them on their terms. Many marketers try to do this by building a suite or platform of services. However, despite the vendor frenzy and hype, there is no off-the-shelf digital marketing suite to buy. Firms must bring together a variety of services and software components to deliver integrated digital marketing capabilities.
5 Steps To Measure ROI On Your Data Science Initiatives - WebinarGramener
Gramener's Chief Decision Scientist & Co-Founder Ganes Kesari conducted an exciting webinar on how to measure ROI on your data science initiatives.
In this webinar people from the C-suite level CEO, COO, Directors, Managers across various industries joined.
Ganes Kesari covered the following points with industry examples:
-Identifying business use cases with a high impact
-Choosing effective success indicators
-Ascertaining that the consequences may be traced back to your data project
The attendees had a good time. Learnings from the webinar:
-Why do businesses struggle to get a return on their data investments?
-A straightforward framework for calculating the return on investment from your data projects
-Benchmarking of typical payback from data initiatives in the industry
To check out the complete recording of the webinar please visit:
https://info.gramener.com/5-steps-to-measure-roi-on-your-data-science-initiatives
To know more about data advisory check out:
https://gramener.com/advisory-consulting/
Today’s companies face their toughest competition ever, as such to succeed in today’s fiercely competitive marketplace, companies must move from a product-and-selling philosophy to a customer-and-marketing philosophy. This chapter spells out in more detail how companies can go about outperforming competitors to win, keep, and grow customers. To win in today’s marketplace, companies must become adept not only in managing products but also in managing customer relationships in the face of determined competition and a difficult economic environment. Understanding customers is crucial, but it’s not enough. Building profitable customer relationships and gaining competitive advantage requires delivering more value and satisfaction to target customers than competitors do. Customers will see competitive advantages as customer advantages, giving the company an edge over its competitors.
A recent survey and report by analyst firm ComTech Advisory suggests that a majority of users of ETRM/CTRM software might consider building custom software to meet their business requirements. In fact, around 70% of the survey’s respondents suggested they would consider such an option. As ComTech noted in the report, about 35% of the respondents were representatives of the top tier of the industry who have extremely complex, global, multi-commodity supply chain operations to manage. Nonetheless, given the maturing market for commercial E/CTRM solutions, the idea that anyone would chose to build a solution is perhaps surprising. ComTech concluded that especially in todays’ business environment of rising costs and diminished profits, a more appropriate solution might be to build around a commercially available solution.
Analyst & influencer Relations (AR) is a wide-ranging, challenging role, with specialist skills and a remit which touches on many different parts of an enterprise. Because AR touches on different aspects of the organisation ranging from product marketing to engineering, it encompasses a wide range of tasks and continues to evolve to include more. Compared to PR, analyst relations campaigns span across several months and managing multiple campaigns at once is common. Whether you are starting an analyst relations program for your organisation or on-boarding onto an established AR team, AR can seem daunting at first but a career in analyst relations can be very rewarding due to its value proposition in the eyes’ of internal stakeholders.
Competitive Intelligence is critical to any company striving to make their product deliver the value customers expect. As a Product Manager, you want to keep a holistic view of both your client’s opinion, desire and thoughts on new development, combined with a perspective on what your competition will be up to next. After all, the competition has smart Product Managers who may have discovered an important service or product angle those customers are going to want.
With social media in a mature phase, can’t you just rely on Twitter Feeds, news aggregators, and information from the odd LinkedIn Group? Is that enough? What else should you be doing to stay ahead of you competitors?
Join our guest speaker, Zena Applebaum, of Bennet Jones LLP, for a practical discussion about where to look for competitive intelligence (ethically), how to collect it, the questions you should be asking, who to ask, and how best to use the intel once you have it
Do companies with more user-friendly and accessible enterprise resource planning (ERP) systems enjoy more positive business outcomes?
Are they more profitable?
Do highly effective ERP systems help create a sharper upswing of revenue growth?
How much difference does effective data really make to business success?
The path to a better bottom line is paved by large numbers of operational decisions made by people, by processes and by software applications. Systematically improving each operational decision – at scale – is at the core of Decision Management. Business Architects and Analysts identify, describe and model operational decisions in Decision Discovery.
In this webinar, James Taylor, CEO of Decision Management Solutions, and Dr. Juergen Pitschke, Founder and Managing Director at BCS, will show you how to get started with Decision Management on your next application development or business process improvement project with Decision Discovery. Learn how to:
Identify decisions, sub-decisions and information and knowledge resources (including rules and analytics)
Describe decisions in detail (Decision Tables and other Metaphors)
Model decisions in a DMN-conformant decision modeling tool for communication and documentation
Link to execution environments
Digital Velocity 2014 Morning Keynote: "Building an Effective Digital Marketi...Tealium
Presentation from: James McCormick, Senior Analyst, Forrester
Marketers need a system of record to keep pace with their customers’ digital journey and to recognize, understand, and engage with them on their terms. Many marketers try to do this by building a suite or platform of services. However, despite the vendor frenzy and hype, there is no off-the-shelf digital marketing suite to buy. Firms must bring together a variety of services and software components to deliver integrated digital marketing capabilities.
5 Steps To Measure ROI On Your Data Science Initiatives - WebinarGramener
Gramener's Chief Decision Scientist & Co-Founder Ganes Kesari conducted an exciting webinar on how to measure ROI on your data science initiatives.
In this webinar people from the C-suite level CEO, COO, Directors, Managers across various industries joined.
Ganes Kesari covered the following points with industry examples:
-Identifying business use cases with a high impact
-Choosing effective success indicators
-Ascertaining that the consequences may be traced back to your data project
The attendees had a good time. Learnings from the webinar:
-Why do businesses struggle to get a return on their data investments?
-A straightforward framework for calculating the return on investment from your data projects
-Benchmarking of typical payback from data initiatives in the industry
To check out the complete recording of the webinar please visit:
https://info.gramener.com/5-steps-to-measure-roi-on-your-data-science-initiatives
To know more about data advisory check out:
https://gramener.com/advisory-consulting/
Today’s companies face their toughest competition ever, as such to succeed in today’s fiercely competitive marketplace, companies must move from a product-and-selling philosophy to a customer-and-marketing philosophy. This chapter spells out in more detail how companies can go about outperforming competitors to win, keep, and grow customers. To win in today’s marketplace, companies must become adept not only in managing products but also in managing customer relationships in the face of determined competition and a difficult economic environment. Understanding customers is crucial, but it’s not enough. Building profitable customer relationships and gaining competitive advantage requires delivering more value and satisfaction to target customers than competitors do. Customers will see competitive advantages as customer advantages, giving the company an edge over its competitors.
A recent survey and report by analyst firm ComTech Advisory suggests that a majority of users of ETRM/CTRM software might consider building custom software to meet their business requirements. In fact, around 70% of the survey’s respondents suggested they would consider such an option. As ComTech noted in the report, about 35% of the respondents were representatives of the top tier of the industry who have extremely complex, global, multi-commodity supply chain operations to manage. Nonetheless, given the maturing market for commercial E/CTRM solutions, the idea that anyone would chose to build a solution is perhaps surprising. ComTech concluded that especially in todays’ business environment of rising costs and diminished profits, a more appropriate solution might be to build around a commercially available solution.
Analyst & influencer Relations (AR) is a wide-ranging, challenging role, with specialist skills and a remit which touches on many different parts of an enterprise. Because AR touches on different aspects of the organisation ranging from product marketing to engineering, it encompasses a wide range of tasks and continues to evolve to include more. Compared to PR, analyst relations campaigns span across several months and managing multiple campaigns at once is common. Whether you are starting an analyst relations program for your organisation or on-boarding onto an established AR team, AR can seem daunting at first but a career in analyst relations can be very rewarding due to its value proposition in the eyes’ of internal stakeholders.
Competitive Intelligence is critical to any company striving to make their product deliver the value customers expect. As a Product Manager, you want to keep a holistic view of both your client’s opinion, desire and thoughts on new development, combined with a perspective on what your competition will be up to next. After all, the competition has smart Product Managers who may have discovered an important service or product angle those customers are going to want.
With social media in a mature phase, can’t you just rely on Twitter Feeds, news aggregators, and information from the odd LinkedIn Group? Is that enough? What else should you be doing to stay ahead of you competitors?
Join our guest speaker, Zena Applebaum, of Bennet Jones LLP, for a practical discussion about where to look for competitive intelligence (ethically), how to collect it, the questions you should be asking, who to ask, and how best to use the intel once you have it
Do companies with more user-friendly and accessible enterprise resource planning (ERP) systems enjoy more positive business outcomes?
Are they more profitable?
Do highly effective ERP systems help create a sharper upswing of revenue growth?
How much difference does effective data really make to business success?
Nodal Insights for Generation Owners and Modeling with AURORAxmpEPIS Inc
Managing consultant and power industry veteran, Bill Babcock, presented on "Nodal Insights for Generation Owners" at the 2014 EMFC and discusses why both local and interregional transmission constraints matter. He outlines what constitutes nodal hub prices vs. zonal prices, and discusses the role shift factors, congestion, and marginal losses have on prices. Based on work he has done modeling PJM with AURORAxmp’s Nodal Capability, including its LMP contributions output report, Bill shows how to identify those constraints that drive congestion-based LMP differences. Visit http://epis.com/xmp_in_action/real_examples.php for more real examples of AURORAxmp in action or visit http://epis.com/aurora_xmp/nodal_analysis.php to see more about Nodal Insights.
From the event "Non-Human Primates in Research:
Legal and Ethical Considerations," held September 30, 2015 at Harvard Law School.
Sponsored by the Petrie-Flom Center for Health Law Policy, Biotechnology, and Bioethics at Harvard Law School, the Animal Law and Policy Program at Harvard Law School, and the Center for Bioethics at Harvard Medical School, with support from the Oswald DeN. Cammann Fund.
For more information, visit our website at http://petrieflom.law.harvard.edu/events/details/primate-research.
From the event "From Troubled Teens to Tsarnaev: Promises and Perils of Adolescent Neuroscience and Law," held at Harvard Law School on September 28, 2015.
Part of the Project on Law and Applied Neuroscience, cosponsored by the Center for Law, Brain and Behavior at Massachusetts General Hospital and the Petrie-Flom Center for Health Law Policy, Biotechnology, and Bioethics at Harvard Law School.
For more information, visit our website at http://petrieflom.law.harvard.edu/events/details/from-troubled-teens-to-tsarnaev.
How to attract and engage today's tech decision makers with the right content...Black Marketing
Peter Hubert, Head of Insights, APAC navigated the dynamic and changing IT sales landscape and taught how to attract and engage today's tech decision makers with the right content at the right time.
For technology marketers who are looking for insights into:
- The profile of the modern day IT professional and their organizations
- The collaborative IT purchase process
- Vendor engagement
- Work habits and more!
UBM’s 2017 The Mind of the IT Pro Research was developed to gain critical insight into business technology decision makers.
Technology Buying for Marketers:Best Practices for Picking the Right VendorsAudienceScience
As marketing goes increasingly digital, marketers are tasked with buying more marketing technology than ever before. But for many marketers today, vetting, selecting and onboarding new technologies can be a complicated, time-consuming, costly process – and one that doesn’t always end with ideal results. Still, there’s a better way for marketers to approach buying technology. By using enterprise best practices honed over decades by colleagues in IT and procurement, marketers can create a better, quicker, and more cost-effective buying process.
Key points will include:
- Why marketers need to engage IT early in the technology buying process and what risks come from delaying IT involvement.
- What role finance, procurement and other enterprise stakeholders can best play in the buying process and how marketers can make the most of their expertise.
- How to best gather business and technology requirements and how to craft an effective RFP template.
Selecting a Software Solution: 13 Best Practices for Media and Entertainment ...Cognizant
When selecting commercial off-the-shelf software (COTS), companies in the increasingly digitally-based media and entertainment industry need to develop a detailed advance plan, obtain support from all stakeholders and continuously monitor vendor performance against critical expectations, best practices and business requirements.
Success in economic development hinges on documented results. Through this presentation, you will understand how economic development organizations use technology today and how to prioritize technology investments within your organization to drive and measure long-term impact.
[Webinar] What Top Software Firms Have to Teach Market ResearchersInsightInnovation
Agile software development has revolutionized the software industry, and shapes the programs, websites and apps that you love. Discover how agile software development has inspired the principles of agile market research.
Content Marketing Software RFP: A Framework to Determine Marketer Needs & Sol...Rebecca Lieb
Against a backdrop of hundreds of content marketing vendors, with new ones emerging all the time, brands are challenged to articulate their content marketing needs. This makes creating an RFP and asking the right questions both of internal stakeholders as well as vendors incredibly difficult from the start.
In this 45-minute webinar, analyst Rebecca Lieb shares best practices for your content marketing software selection process, including her research on the content marketing software landscape.
Watch the webinar on-demand at: http://www.slideshare.net/Altimeter/webinar-content-marketing-software-rfp-by-altimeter-group
Download our Content Marketing Software RFP template at: www.altimetergroup.com/content-marketing-software-rfp.
Achieving IT Strategic Directives When Evaluating a New Promotional Content E...Cognizant
By embracing a collaborative assessment model to evaluate technology platforms, life sciences organizations can better address cross-functional stakeholder needs.
Why it's time to rethink your approach to Enterprise ArchitectureLeanIX GmbH
At EA Connect Days 2018 in Bonn, Mark McGregor, Head of Strategy at Signavio and Ex-Research Director at Gartner presented his view of Enterprise Architecture. For more than 25 years Enterprise Architects have often struggled to get traction in their organisation, and often struggle to get budget for tooling. Only a fool keeps doing the same thing over and over, while hoping or expecting a different result. In this session Mark McGregor will explore some of the new ways of thinking you may need to adopt, including;
• The key use cases for Enterprise Architecture that deliver true business value.
• Using business outcomes to drive real ROI for adoption or expansion of your enterprise architecture programs.
• Accepting that great tools don’t always get analyst coverage!
• One size does not fit all when thinking about enterprise architecture or tools.
• Why and how BPM and EA are best seen as two sides of the same coin.
As part of the session Mark will share insights learned from his 25 plus years of talking and working with Enterprise Architects, software vendors and of course his time as an industry analyst with Gartner.
Manufacturing, a slow-adopter of Analytics, is now catching up in leaps and bounds. Across all business domains, applying analytics is providing answers to the most critical questions of the business.With exponential expansion of data, data driven insights have become a strategic necessity.
This booklet explores a few use cases of Big Data for manufacturing and how it can be leveraged.
For more info visit: https://www.teamcomputers.com/businessanalytics/Manufacturing/Booklet-Manufacturing-Digital.pdf
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
4. 4
Rethinkthe
Tech Buyer’s Journey
1. The Tech Buying Committee
• Why does it matter
• Why does it exist
• Who is it
2. Why and how should you use content to
reach and unify your buying committee
• Multiple functions
• Common goals
3. Content is not just about lead generation…
• Think beyond the sale
• Align with your sales and post-sales teams
5. 5
Rethinkthe
Tech Buyer’s Journey
1. The Tech Buying Committee
• Why does it matter
• Why does it exist
• Who is it
2. Why and how should you use content to
reach and unify your buying committee
• Multiple functions
• Common goals
3. Content is not just about lead generation…
• Think beyond the sale
• Align with your sales and post-sales teams
6. 6
A huge shift is under way. Boundaries are blurring in many
dimensions — not just between IT leaders and their business
colleagues... IT strategy and business strategy are no longer
separate; they have become inseparable.
Why the Tech Committee matters?
Source: Accenture Technology Vision 2014; http://www.accenture.com/microsites/ittechnology-trends-2014/Pages/tech-vision-report.aspx
7. 7
ITDM
Multiple titles with:
• Budget
• Purchase authority
• Influence
OperationsFinanceSalesMarketing HR
The Tech Buying Committee: Then
8. 8
The Tech Buying Committee: Now
OperationsFinanceSalesMarketing ITDM HR
Now all possess budget, purchase authority, and influence in tech buying
9. 99
Technology decision making is beyond the senior IT department
78%
of the Technology buying Committee
works outside of IT
30% 61%
are individual
contributors or managers
control part or all of
the IT Budget
LinkedIn, Nurturing the IT Committee Research 2014: In which department do you work? In which of the following stages of IT decision-making are you currently involved?
14. Six Stages of Technology Buying*
Spec/Fund
Vendor
Choice
Implement Manage RenewIdentify Needs
1414
4-6 months 4-6 months 4-6 months 4-6 months 4-6 months 1-2 months
12 months+
time involved in all stages of buying
across hardware and software & services
Source: Andy Bartels, Forrester, “Understanding Shifting Technology Acquisition Patterns,” February 2014
And we looked at their ENTIRE journey
The Buying Cycle:
It’s long, but well worth
the trip
15. 45%
52%
59%
51%
62%
50%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
1515
4+ functions
(% among buyers participating in each stage)
4+ functional groups can be involved at each stage.
18. So who’s our tech buying committee?
Engineering
Operations
IT
Business Development
Purchasing
Support
Sales
Finance
Project Management
18
19. IT 1 1
Engineering 1 1
Operations 1 1
Prog. and Proj. Mngmnt 1 2
Finance 1 2
Bus. Development 3 2
Support 2 3
Accounting 3 -
Marketing - 2
Purchasing 3 -
Sales - 2
Research 3 -
Consulting/Ext. Consultant - 3
19
Hardware Software & Services
The buying committee is a complex group...
* Each function’s’ importance was ranked across four measures: 1) perceived leadership in six stages of buying; 2) likelihood of being cross-functional partner to a leading role; 3) propensity to be a formal decision maker; and 4) perceived influence
on vendor opinion among those involved in Vendor Choice. Gartner source: http://my.gartner.com/portal/server.pt%3Fopen%3D512%26objID%3D202%26mode%3D2%26PageID%3D5553%26ref%3Dwebinar-rss%26resId%3D1871515
Extremely Important 1 Very Important 2 Important 3Importance to the decision process*
20. IT 1 1
Engineering 1 1
Operations 1 1
Prog. and Proj. Mngmnt 1 2
Finance 1 2
Bus. Development 3 2
Support 2 3
Accounting 3 -
Marketing - 2
Purchasing 3 -
Sales - 2
Research 3 -
Consulting/Ext. Consultant - 3
20
Hardware Software & Services
…in some surprising, often non-technical, functions.
* Each function’s’ importance was ranked across four measures: 1) perceived leadership in six stages of buying; 2) likelihood of being cross-functional partner to a leading role; 3) propensity to be a formal decision maker; and 4) perceived influence
on vendor opinion among those involved in Vendor Choice. Gartner source: http://my.gartner.com/portal/server.pt%3Fopen%3D512%26objID%3D202%26mode%3D2%26PageID%3D5553%26ref%3Dwebinar-rss%26resId%3D1871515
Extremely Important 1 Very Important 2 Important 3Importance to the decision process*
21. 21
Rethinkthe
Tech Buyer’s Journey
1. The Tech Buying Committee
• Why does it matter
• Why does it exist
• Who is it
2. Why and how should you use content to
reach and unify your buying committee
• Multiple functions
• Common goals
3. Content is not just about lead generation…
• Think beyond the sale
• Align with your sales and post-sales teams
22. 2222
Discussed technology solution/vendor with…
1%
13%
22%
45%
51%
70%
Others
Friends/family
Thought leaders
Colleagues not directly
involved in process
Technology users (e.g., via
usage stats, surveys)
Professional peers
Who’s helping buyers navigate their journey?
discuss technology
solution/vendor with an
outside party
86%
86%
buyers look outside
the buying committee
for opinions
8 in 10
23. 2 to 4
distinct pieces of content at
each stage of the purchase journey
Content consumption happens at every stage.
23
24. So, what motivates this diverse group of decision-makers?
Proj. Mgmt. Finance Accounting
Top Factors Driving Willingness to Engage with Sales
IT Engineering Bus. Dev. Operations Purchasing Sales Support
Bases: N=32-598, recent technology buyers (last 3 months) in key functions
In general, how important are the following factors in your willingness to engage with sales professionals and other employees of [technology type] vendors? 24
Subject Matter Expertise
Consultation/Education/Tools
Business Model
Costs/Business Impact
User Adoption
Know/Trust Product /Service
Tier 1 audiences Tier 2 audiences
25. 25
Top reasons vendors make the short list:
Bases: Technology decision process participants (last 3 months) in 11+ person companies across 11 major markets who shortlisted a company that is “new” (i.e., their company never worked with it)
Subject Matter Expert-Consultation
Features-Functionality
Cost-Price-Terms
Quality-Reliability
References-Trust
26. The best way to build customer consensus isn’t to do a better
job of connecting individual customer stakeholders to the supplier but
to more effectively connect customer stakeholders to one another.
26https://hbr.org/2015/03/making-the-consensus-sale
27. 27
Top types of information sought in each stage of IT decision-making process
Identify Needs Spec/Fund Vendor Choice Implement Manage Renew
IT industry news / strategy info1
Product / solution demo / software trial3
Best practices, how-to’s, checklists2
Earn more interest with a variety of content
Diagnostic / assessment tools4
28. 28
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
Three types of education
29. 29
Rethinkthe
Tech Buyer’s Journey
1. The Tech Buying Committee
• Why does it matter
• Why does it exist
• Who is it
2. Why and how should you use content to
reach and unify your buying committee
• Multiple functions
• Common goals
3. Content is not just about lead generation…
• Think beyond the sale
• Align with your sales and post-sales teams
30. 30
The technology space is more competitive than ever.
21%
Hardware
31%
Software & Services
(% who shortlisted a “new” vendor)
31. 31
Hours spent researching at each stage – Last 3 Months
Know when and where content engagement is most critical.
Base: N=583-631 recent technology buyers in 11+ person companies across 11 major markets – participating in each stage
7 7
16
7
16
7
Needs Specs Vendors Implementing Managing renewing
Top Resources Used
• Vendor website
• Blogs, forums, boards
• Technology media
• Social Media
• Webinars
32. 32
40%
50%
60%
70%
80%
90%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
Hardware for End Users
Software & Services
Engaged Directly with Vendors – Last 3 Months
(% among buyers recently participating in each stage)
Engagement is constant throughout the journey…
Bases: Technology decision participants (last 3 months) in 11+ person companies across 11 major markets in each market who recently participated in each stage
Hardware for End Users n=140-173, Software for End Users n=163-199, Data Center Hardware n=142-162, Data Center Software n=132-167
12 months+
33. 33
40%
50%
60%
70%
80%
90%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
Hardware for End Users
Software & Services
Engaged Directly with Vendors – Last 3 Months
(% among buyers recently participating in each stage)
…and there are peak times pre- and post-sale.
Bases: Technology decision participants (last 3 months) in 11+ person companies across 11 major markets in each market who recently participated in each stage
Hardware for End Users n=140-173, Software for End Users n=163-199, Data Center Hardware n=142-162, Data Center Software n=132-167
12 months+
34. 34
0%
10%
20%
30%
40%
50%
60%
Salesperson reached out
Attended event…by vendor
Spoke/emailed with support
Professional peer...referred me
I submitted my contact information
I reached out to sales
Interactions across all tech buyers
Spec/Fund
Vendor
Choice Implement Manage RenewIdentify Needs
35. 35
0%
10%
20%
30%
40%
50%
60%
Salesperson reached out
Attended event…by vendor
Spoke/emailed with support
Professional peer...referred me
I submitted my contact information
I reached out to sales
Support, Sales and Peers are the top three
sources of interaction at every stage.
Spec/Fund
Vendor
Choice Implement Manage RenewIdentify Needs
36. 67%
3636LinkedIn, Nurturing the IT Committee Research 2014: How significant is the role education plays in the following types of decisions undertaken by your organization?
More likely to consider an IT
vendor who educates me through
each stage of the decision process
Educating throughout the purchase funnel makes
generating leads more effective
37. 37
Technology buyers engage intensively throughout the process.
Top Relevant Topics Engaged on LlinkedIn, 3 Mos Prior
cloud computing
data center
business analysis
active directory
itil
xss
pricing
hadoop
amazon ec2
asp.net
computer security
vmware
solution architecture
databases
internationalization
scalability
offshore operations
vulnerability
automation
pci dss
business requirements
etl
vdi
sla
iam
Solr
user experience
cloud computing
agile methodologies
data warehousing
predictive analytics
information security
security
data integration
symmetrix
amazon ec2
xss
data center
vsphere
hp-ux
scalability
hadoop
websphere mq
sql injection
load testing
databases
cyber warfare
emv
rational performance tester
consulting
performance appraisal
cloud computing
amazon ec2
vmware
performance testing
sun
information security
x.509
project management
windows 7
data center
emv
open source software
xml
scalability
eai
omniscript
jquery
microsoft sql server
it service management
abap
test automation
jboss application server
java enterprise edition
mobile computing
operating systems
db2
outsourcing
supplier development
data center
personnel management
cloud computing
sun
defects
computer security
websphere mq
google technologies
open source software
mobile payments
xss
nfc
data warehousing
performance appraisal
future trends
cyber warfare
business process
scalability
oa framework
hall
iso 9000
sql injection
it outsourcing
healthcare information
technology
db2
temenos t24
cloud computing
business analysis
amazon ec2
vmware
ad networks
mobile payments
negotiation
project management
scalability
l-1
vulnerability
zfs
defects
richfaces
ios development
websphere portal
consulting
java enterprise edition
telemedicine
abap
swt
xss
iso 9000
eai
junit
pim-dm
requirements analysis
tomcat
ide
cloud computing
vmware
websphere mq
outsourcing
sql injection
financial services
data center
query tree
emv
sun
var
scalability
eai
user research
offshore operations
infrastructure
business analysis
virtualization
payment gateways
databases
mobile applications
service level agreements
app-v
esb
mobile platforms
future trends
sqoop
Spec/Fund Vendor Choice Implement Manage RenewIdentify Needs
38. 38
78%
38LinkedIn, Nurturing the IT Committee Research 2014: How significant is the role education plays in the following types of decisions undertaken by your organization?
of the Tech Committee require
education to sustain or make a
change to their ecosystem
But educational content is critical throughout
the technology lifecycle.
42. 42
Rethinkthe
Tech Buyer’s Journey
1. The Tech Buying Committee
• Why does it matter
• Why does it exist
• Who is it
2. Why and how you should use content to
reach and unify your buying committee
• Multiple functions
• Common goals
3. Content is not just about lead generation…
• Think beyond the sale
• Align with your sales and post-sales teams
Broaden your targeting to include more functions.
The more people who know about your brand, the
more likely you are to make it to the short list.
Craft content that extols the cross-functional benefits
of your products and services. Unify your buying
committee. The brands that do this win.
Make sure your content strategy continues with your
customers post-sale – they want to hear from you
throughout their entire purchase journey.
43. 43
Want more details?
To learn more about the
technology buying committee
research, download the
complete Beneath the
Surface eBook.
To learn more about how to build
and execute a stellar content
marketing plan, download The
Sophisticated Marketer’s Guide to
Content Marketing.