TechConnect London 2014

Agenda
Registration and Networking Breakfast
Welcome and Opening remarks
Will Koch
Why the CIO is No Longer Your Only Target
Bryan Glick, Editor-in-chief, Computer Weekly
Pressures Facing the Modern Marketer and Working with Sales
Conversation featuring Sumeet Vermani, Symantec
LinkedIn’s Most Engaged Tech Brands
Will Koch & Jon Lombardo
Managing Content at Scale - Social.com
Nick Spyer
Break
Persona Marketing and Lead Nurturing
Simon Morris, Adobe
Marketing Panel featuring Bryan Glick, Simon Morris
Andrew Richardson, Sumeet Vermani
Closing Remarks
8.30am - 9.00am
9.00am - 9.10am
9.10am - 9.30am
9.30am - 9.55am
9.55am - 10.15am
10.15am - 10.30am
10.30am - 10.45am
10.45am - 11.15am
11.15am - 11.45am
11.45am - 12.00pm

Nurturing the IT
Committee Lead
Is marketing helping or hurting?
Will Koch
Category Head, Technology Sector

4
The IT Committee:
rapidly growing and influential
Who are they?
A diverse group of employees who
influence their company’s IT budget.
10+ million members globally
Growing 1.25x faster than general members
72% of the IT
committee
work outside
of IT.
decision makers outside of IT
include:
Operations
Finance
Sales
Marketing

In 2014, LinkedIn surveyed 204 UK IT Committee members
5
UK, N=204

Who is in market?
9 in 10 are in market for an IT
solution/s in the next 12
months
69%
47%
38%
31%
23%
90%
in market
38%
And what type of IT products and services does your company plan to acquire in the next 12 months?

49%
50%
54%
7
Education with broad-themed, non branded
content is preferred
Most interested in non-branded /
non-sales focused content
More likely to consider an IT vendor who publishes content
about my industry and topics of interest
More favourable toward an IT Vendor who publishes
content about my industry and topics of interest

Expertise is mainly defined by references from others
Not necessarily on title or connections
% Who Believe Each Statement Defines an Expert
References from co-workers and other professionals in their field 70%
12%
11%
10%
8%
7%
24%
42%
50%
Published author or presenter in their field
Has an average of 7.4 years of experience
Manages a team
Has a Masters Degree or higher
Third Party scores (Klout, Kred, PeerIndex, etc.)
Other (Please specify)
Has 500 or more connections on LinkedIn
Is a Vice President or more senior
When you think of a technology subject matter expert (SME), what is the first thing that comes to mind? 8
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.

£
9
Nurturing leads through content is vital because
most are not ready to talk to sales
The average IT Committee
member needs to consume
7 pieces of content before they
are ready to talk to a sales rep.
5
6 7
4 3 2 1

55%
of the IT Committee provides fake
information when they complete a
lead capture form
A Lead Capture form is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or registers for a
webcast they have held. Is the information you provide on Lead Capture forms truthful?
10
The IT Committee is anxious about gated content
resulting in false leads – especially among those in market

So don’t lose them by gating content too early or too often
% less likely to consider a vendor (among in-market IT Committee)
39% 74%
When gating FIRST piece of content When gating ALL content

12
Marketer Implications
 The IT Committee is a diverse audience, and 90%
will influence a purchase in the next year
 Broad themed or non-branded content is the most
useful; use your ‘experts’ and employees to
distribute content
 Customers consume 7 pieces of content before
speaking with sales
 Gate content with caution !

Technology trends; CIO challenges; & Supplier relations
Bryan Glick, Editor in chief, Computer Weekly
bglick@techtarget.com | @bryanglick

The age of IT complexity is over
What do you mean,
“it’s complicated”
– I can do all this for free???

The forces driving technology adoption
Commoditisation is the
catalyst for innovation
• Disruption occurs on
commoditisation, not
invention
• Steam, electricity, cars, PCs,
smartphones…
Commoditisation of IT is
inevitable & well advanced
• Internet =
commodity communications
• Consumerisation =
commodity user devices
• Cloud =
commodity computing power
• Big data =
commodity information
This is the digital revolution
•A platform for
unprecedented innovation

The forces driving technology adoption
RETAIL
Massive disruption
caused by commoditised
digital technology;
growth of online/mobile
HMV; Blockbuster; Comet;
and many others
MEDIA
Arguably, the most
disrupted sector of all
(so far)
Traditional media models
broken by commoditisation
of digital technology such
as internet / cloud
BANKING
Struggling to move
ageing technology into
digital age; ripe for
major disruption
post-crash
GOVERNMENT
thoroughly undisrupted;
inertia-bound; no
competition; massively
regulated - so they
formed their own
“startups” to disrupt
Whitehall IT

Innovation or disruption?
Technology
fragments markets
New entrants build new
services on commodity /
cloud infrastructure, without
restrictions of legacy IT
Massive growth of
customer choice
Commoditisation leads
to new higher-order
products and services
Innovation thrives
Incumbents – the
slow-to-react,
inertia-bound ones
Low to zero cost for – are the losers
startup / small
business
technology
Reduction /
elimination of
barriers to entry

What does this mean for IT decision-makers?
Bring IT / digital skills closer to the
business/customer
More flexible / responsive IT needed
• Don’t want business decisions to be affected
by technology or contractual limitations
• More execs involved in decisions – more
autonomy for LOB managers to make own
decisions
HR
Sales OPS
 But IT leader is still involved IT
Facilities
• Suppliers involved much later in decision
process
• IT team becoming more architecture /
advisory / guidance
 The “command and control” IT
department is dead
• Digital change is unstoppable and inevitable

What does this mean for their IT suppliers?
A different conversation is needed, from:
CIO: “These are my business needs”
Supplier: “Great! Here are my products!”
Market leaders turning to SMEs / tech
startups for ideas
John Lewis, Barclays, Unilever, Diageo,
Citi, all setting up startup accelerators /
liaison
Traditional players seen to
be lacking innovation and
stuck in old business
models
Digital increasingly
bringing a “just do it”
approach to IT that often
excludes
suppliers/consultants
More transactional
purchases are likely –
eg, cloud
Listen; be open;
“our needs not
your products”

Any questions?
Bryan Glick, Editor in chief, Computer Weekly
bglick@techtarget.com | @bryanglick

The
PRESSURES
Faced by the Modern Marketer
Conversation with Sumeet Vermani, Symantec

Building an Engaging Content Strategy
Jon Lombardo
Content Marketing Lead, EMEA

Most engaged tech brands, September 2014 (UK)
• Most Engaged Tech Brands for September. Ranking combines engagement levels for Company
Updates, Sponsored Updates, Employee Shares, Influencer and Employee Posts and Groups

“We often think the internet enables you to do
new things, but people just want to do the same
things they’ve always done.”
Evan Williams
Blogger, Twitter, & Medium

Building Better Audience Personas

We’re helping you to create data-driven personas
133
246
174
601
High Tech
Finance
Corporate
Consumer Goods

What they do
325
143
119
116
185
208
126
222
148
208
Salesperson
Sales
Retail Locations
Advertising & Communications
Marketing Specialist
IT/Technology
Founder/Partner
CEO/Executive Director
Business Owner
Business Operations

How senior they are
230
215
243
389
248
464
108
Vice President
Senior Level
Owner
Manager
Entry Level
Director
CXO

We’re helping you to nurture data-driven buyers
Top types of information sought in each stage of the IT decision-making process
AWARENESS SCOPE PLAN SELECT IMPLEMENT
Product / solution demo / software trial
Best practices, how-tos, checklists
IT industry news / strategy info
Diagnostics or assessment tools

How they search
119
1264
383
Search
Pricing
Home
Features
Total Visitors
14,570
12,804

How they buy
Pricing Page vs. Home Page - Correlations
High Tech Sector Followers
High Tech Sector Followers
CXO
CXO
Business Operations
Business Operations
Pricing
Home

Building Better Content Marketing

LinkedIn Members in the IT Committee segment are talking
about a diverse set of professional topics
Top Trending Topics (October 2014)
cloud computing
online advertising
employee engagement
business intelligence
web marketing
Example Articles per Trending Topic
• Gartner Identifies the Top 10 Strategic Technology Trends for 2015 :
gartner.com
• Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts
: nytimes.com
• The cookie is dead. Here’s how Facebook, Google, and Apple are tracking
you now : venturebeat.com
• There’s Something Going On In L.A. : techcrunch.com
• Here’s Why Good Employees Quit : linkedin.com
• 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com
• Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com
• Create a Strategy that Anticipates and Learns : blogs.hbr.org
• 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes :
forbes.com
• Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A
Business : techcrunch.com

Test your intro
message or
call to action
Test your image Test your headline and teaser text
How to optimise

What Does Engaging Content Look Like?

Tech Connect London
Nicholas Spyer
GM EMEA, Social.com
nspyer@salesforce.com

Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc.
could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of
subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded
services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible
fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we
operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.
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for the most recent fiscal quarter. This document and others are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the
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Important Additional Information
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it contains important information. Investors can get the tender offer statement and other filed documents for free at www.sec.gov. The tender offer statement, including a letter of transmittal and other documents, will also be made
available for free by the information agent for the
tender offer.

The future of marketing is
the 1:1 customer journey.

The Customer Journey Connects Discrete Interactions
Acquire
Onboard

But Today These Interactions Are Isolated
Your Customers Your Business

How do you create
1:1 customer journeys?

Do you know who your
customers are?
Where are they
in their journey?
Are you engaging and
moving them along
the journey?
Are you measuring
the impact on your
business goals?
Four Questions

Customers Now Expect Relevant 1:1 Experiences
Connected
Customers
Product Mobile Social Web Email Store Community
Connected
Brands
Connected
Experiences Stadium

Customers Are on a Journey with your Brands
Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Download App Mobile Opt-in
Contact Customer
Support
Evangelize on
Facebook
Support Issue
Resolved
First Purchase

Journeys are strongly
correlated with business outcomes.
*Transforming Customer Experience: From Moments to Journeys, 2013
+36%
Customer
satisfaction
+19%
Likely to
stay/renew
+28%
Willingness to
recommend
+33%
Less likely to
cancel/churn

Direct Sponsored Updates
Reach your target audience directly without publishing to all of your followers.
Multi-variant test the right message to the right people, in the feed.

LinkedIn Advertising at Salesforce
Lead Form Conv. Rate
15%
18x
Better CTR with
Sponsored Updates
Identify highly
targeted
audiences to
drive leads and
revenue.

Persona Marketing and Lead Nurturing
Simon Morris | Director, Demand Marketing EMEA
@smorris75
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1

Challenges
Focus Speed Alignment
3

Persona - Multi Dimension View
Hierarchy
Area of Interest
Digital Analyst
Digital Marketer
Web Content
Marketer
Social Marketer
…
4

Personas driving our contact acquisition strategy
eCommerce
Social Marketer
Search & Media
Web Content
Digital Analyst
Digital Marketer
CMO
WANTED
Persona Build GAP Analysis
5

Building our Personas
6

Know thy customer!
“The best advice I can give marketers is to understand that successful marketing is
not about technology, marketing automation, social media, or whatever
breakthrough comes next. It’s about understanding the target customer, what makes
them tick, what information they are looking for, and how they wish to collect and
consume that information.”
- The Marketing High Ground (2011)

Defining the Persona
WHO
 CMO
 Head of Digital Strategy/ Digital Channel/ Online Business
 Content Marketer
 Web Content Manager
 IT – Supporting Marketing
 Care about – creating, managing, optimizing content across all digital
channels to build brand, generate demand and extend reach (e.g. build
brand equity , increase conversions and ROI)
 Challenges – quickly and efficiently launch campaigns/assets across
multiple channels, sites and languages
WHERE
 Both new prospects (65%-70% revenue) and existing customers (30%-
35% revenue)
 Industry: Commercial (BtoB) and industry specific focus on FSI, Retail,
M&E, Government
 Large enterprise companies with 1k+ employee size and $1B+
revenue
 Business value/market oppty: $1.321B WW for WCM and 14% CAGR,
$626M WW for DAM and 26% CAGR, $367M for SoCo and 46%
CAGR
WHY
 Responsible for aggressive online lead gen/revenue goals
 91.2% see customer acquisition (leads and revenue)
through digital channels as one of top 3 marketing
objectives
 Desire to build brand equity and recognize it requires a new
approach in the Digital Age to be competitive
 Need to create, manage, optimize content across digital
channels (mobile, web, social)
 Learn best practices to deliver engaging/personalized content
to keep customers coming back

Persona Profiling
DAILY PROFILE ACTIVITIES
(cont’d)
Projects: Buying center:
What
types entity of that projects holds the
is
the budget persona
for a
working purchase
on?
(cont’d)
• Marketing/line of business
• eCommerce
• IT
Photo Total audience size: in our database:
Percentage of our
database this
persona represents:
PROFILE
Job role: key
activities and
deliverables for
which this persona
is responsible
Number of contacts
• Aggressive online lead gen/revenue goals
• Desire to increase brand presence online
• Request for Proposals for WCM
• Replacing existing CMS
• IT-driven purchase with primary goal to reduce costs
• Portal or Intranet RFP
• Committed to .Net
• Pure DAM or Social Media project (outside of WCM context)
• Delivering consistent digital experiences across channels
Mike helps lead and manage the full lifecycle development and implementation of
online marketing campaigns, promotions, content and customer experience
optimization projects. He is responsible for content planning and regular site
updates, particularly related to technology, mobile web, support and customer self-care.
He contributes to the development of the business, cross-platform strategic
direction with a focus on continuously improving the website through innovation,
creating new ideas/pages/modules that meet business goals, solve usability issues,
and keeping abreast of developing technologies.
Industry-specific
factors: Are there
any
industries/sectors
where we should
talk to this persona
differently?
Financial Services and Insurance:
Retail:
Media & Entertainment:
Government:
Common titles:
variations of titles
that represent this
job role
Marketing Tech/Operations
Director Web Marketing
Director Social Media
VP Customer Experience/Satisfaction
Chief Experience Officer
VP Customer Acquisition
• Brand Manager
• Brand Analyst
Brand Marketer
• Director of Demand Generation – Marketing
Campaign Marketing Manager
• eBusiness Marketing
Digital Marketer
• Online Channel Marketer
• Marketing Communications Manager
• Interactive Marketing Manager
• IT (specifically web team)
• Marketing
• Creative Agency
Level within the
organisation
Manager, Director, Senior/Top Exec, Developer, Architect
Challenges:
common (yet
specific) business
issues or pain
points faced by this
persona
1. Building brand equity and health in the Digital Age is critical and requires a
new approach.
2. Customer acquisition (leads and revenue) through digital channels: 91.2% see
it as one of top three strategic marketing objectives (2010).
3. Monetizing content through digital channels as the online audience grows and
becomes more social and mobile
Initiatives: key
initiatives or
programs the
persona is most
apt to be working
on
• Aggressive online lead gen and revenue goals
• Desire to increase brand presence online
• RFP for Web Content Management (WCM)
• Replacing existing Content Management System (CMS)
• IT-driven purchase with primary goal to reduce costs
• Portal or Intranet RFP
• Committed to .Net
• Pure Digital Asset Management (DAM) or Social Media project (outside of
WCM context)
Buyer role type: the
roles this persona
plays in the buying
process
• Champion
Influencer
• User
• CXO
Interaction
preferences: how
this persona
prefers to interact
with your
organisation
1. Email
2. Phone
3. Face to face
Watering holes:
places where the
persona goes to
network or
exchange
information
Online communities
Tradeshows/industry events (e.g., Festival of Marketing, Online Marketing
Summit)
Word of mouth
Websites, social media and blogs (e.g., CMO.com)
Associations (e.g., CMI, DMA, eMarketing)
Analyst organisations (e.g., Forrester, Gartner, eMarketer, eConsultancy)
Publications: What
trade publications
does this persona
read?
eConsultancy
eMarketer
Forrester
• Gartner
• Direct Marketing Association
Meetings: What
types of meetings
does the persona
attend on a regular
basis?
1. Monthly meetings to discuss what content should be created to meet
marketing needs
2. Meetings with different content providers (Forrester, eMarketer, SMN, Gartner)
to buy guides, webinars, infographics, PowerPoint decks, etc.
3. Monthly meeting to discuss the performance of offers/content
Requests: What
tasks might the
persona be asked
to help others
complete?
The content strategist is often the go-to person for new content creation and
reports on how content is performing.
ATTITUDES
Current mindset:
What does this
persona feel/think
now?
Stats from Econsultancy Content Marketing Survey Report 2013:
Over 90% of respondents believe that content marketing will become more
important over the next 12 months.
In addition, nearly three-quarters (73%) of digital marketers agree that “brands
are becoming publishers.”
Two-thirds of in-house marketers (64%) agree that content marketing “is
becoming its own discipline.”
Fewer than half of companies have dedicated budgets (34%) or dedicated
individuals (46%) for content marketing.
• Fewer than half of all companies spend more than 20% of their marketing
budget on content, despite the fact that only 12% disagree with the statement
that “content marketing is more effective than advertising in driving sales.”
• 83% of responding companies use social posts and updates for marketing,
more than any other type of content.
• Social network engagement is the most popular tactic used to drive traffic, with
78% of in-house respondents stating that their company used this channel.
• Social posts and updates are the second most effective type of content for in-house
marketers after email, with 46% stating that this is one of their three most
effective types of content.
Desired future
mindset: What do
we want this
persona to
feel/think?
Leading analysts (Gartner, Forrester) have named Adobe a leader in Web Content
Management. Adobe’s solutions can help my organisation implement a WCM
strategy that optimises mobile and social media across context-aware,
multichannel marketing.
Adobe Experience Management (AEM) will help us create, manage and optimise
online customer experiences to build our brand, drive demand and extend reach in
the digital world. It integrates Adobe’s broad portfolio of industry-leading tools to
empower marketers to execute with ease, agility and effectiveness. AEM also
facilitates collaboration with IT by providing the unified tools and platform to enable
them to rapidly develop and deploy new templates, designs and components for
web, mobile and social channels to business users.
AEM will empower us to:
• Build brand presence: Bring our brand to life. Connect with our target
customers by creating engaging and relevant web and microsite experiences.
Create locally relevant brand experiences while maintaining brand integrity.
• Drive demand: Quickly create, launch and optimize relevant, compelling online
marketing campaigns with microsites and landing pages to drive conversion.
• Extend reach: Maximise reach and engagement with consumers across web,
mobile and social channels; increase site traffic with SEO.
9

Messaging and Content
10

Messaging Strategy
1. ENGAGEMENT
MESSAGE
2. SOLUTION MESSAGE
3. REINFORCEMENT
MESSAGE
4. VALUE MESSAGE
Adobe Experience Manager

Messaging Framework Driving Content Strategy
The four messages outlined in the message box become themes for
content used in different phases of the buying cycle.
AWARENESS INTEREST PREFERENCE DECISION
Engagement Messages
Solution Messages
Reinforcement Messages
Value Messages
Source: Michael Gospe, Jr., The Marketing High Ground (2011)
12

Gating Strategy Balancing Act
Increase level of
awareness and
market penetration
around Adobe
Digital Marketing
solutions
Increase visitor
conversion
13

Ungated Content
 Content about Adobe products, solutions, features and capabilities:
 Product sheets
 Solutions Overviews
 Technical Whitepapers
 Content about customer experiences
 Video success stories
 PDF success stories
14

Gated Content
 Content adding industry perspectives
 Adobe Indexes
 Analysts Reports
 Market Insights and studies
 Industry Surveys
 Content offering competence and expertise
 Webinars
 Trainings
15

Integrated Marketing Program
Creative Landing page
Email HTML
Online banners
Video infographic
Blog post
SEM
Social media amplification
Breakfast seminar
Content syndication
16

Marketing Automation and Lead Nurture
17

Why bother?
“Nurturing is a critical way to keep prospects engaged and headed down the path to purchase”
Footer Text
• Produce a predictable
stream of high quality
leads for the inside sales
team
18
Primary
Goal

Nurturing Programs - Objective
Build automated programs to educate & nurture
contacts around our 9 enterprise solutions
Have programs available in main European
languages
Create truly integrated campaigns
Footer Text
19

Lead Scoring
Footer Text
20
Explicit /
Demographic
Implicit /
Behaviour Contact Score

Personas in Action 1.0
1 2 3
CORPORATE
Renault case study (video and blog)
CORPORATE
Sotheby’s International Reality case
study (video and blog)
CORPORATE
Apps and the mobile web white
paper
21

Personas in Action 2.0
Mobile Apps
Wave 1
DAM
Wave 1
DAM
Wave 2
DAM
Wave 3
WCM
Wave 1
WCM
Wave 2
Mobile Apps
Wave 2
Mobile Apps
Wave 3
DAM
Wave 4
WCM
Wave 3
WCM
Wave 4
Digital Experience Management
Wave 1 - Everyone that is interested in
AEM
Digital Experience Management
Wave 2 - Anyone that is interested in AEM.
Split on behaviour / Job title
22

One Program, 3 Personas…
23

Nurturing Programs - Style
24

Nurturing Programs - Layout
 Reduced Banner by 30%
 Contributed to improving the click through rate by 90%

Results Are In…
350%
Increase in Form
Submits
175%
Open Rate Increase
2.5x
Generated MQLs
Vs Q313
51%
Increase in SALs
(Q313 V Q314)

Driving engagement through branded content
27

OK, YOoK,, Im’vea gnot -soIm nee cehodic se oclmickes rciglhict khesr.e,
y2o8 .

Promote our branded video content
The Challenge
• Reach the right audience
• Bring them into an Adobe experience
• Capitalise on a breadth of channels
29

The Solution: An integrated approach
blogs.adobe.com/digitaleurope LinkedIn Content Ad Twitter
30

The Result
Best performing blog
post on our European
Digital Marketing blog
platform
Watch the video and find out more about our campaign in my latest LinkedIn Post:
http://uk.linkedin.com/in/smorris75
Or search: Simon Morris Adobe
31

Thank You!
32

Marketing Panel
Andrew Richardson, Fujitsu; Bryan Glick, Computer Weekly;
Simon Morris, Adobe; Sumeet Vermani, Symantec

TechConnect London 2014

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