techtarget technology marketeters’ summit · 2016-09-13 · techtarget international primary...

© TechTarget

TechTarget

Technology Marketers’

Summit

10 Oct. 2013

100 Walker Street, North Sydney

Congo Room

© TechTarget

Bridging the Marketing

Gap from Headquarters

to the Region

Bill Crowley

SVP International

© TechTarget

TechTarget International primary goal: Make

campaigns simpler, faster-to-run, more effective

● Highest quality enterprise IT audiences, targeted by niche

tech content in the countries you care about

● Same product functionality which US marketers are

working with and are aimed at accelerating time to ROI

● Insight into your company’s campaigns in US, UK,

anywhere with experienced online marketers in your

geography

● Trying to advance the practice of online marketing for

pipeline development, everywhere in the world

3 © TechTarget

And delivers access to an active audience

of backup technology buyers

4

24% Will implement data

deduplication for backup in

the next 12 months

46% Will implement disk

configured as file system in

the next 12 months

22,983 Activities per

quarter

48% Increase in activity

since last quarter

5 websites

SearchDataBackup

SearchDisasterRecovery

SearchSMBStorage

SearchStorage

SearchVirtualStorage

We Cover Your

Market Deeply

We Understand

the Needs of your

Buyers

We Deliver Reach

Across an Active

Audience

1

2

3

© TechTarget Source: Storage Magazine Purchase Intentions Survey - ANZ

Contact Intelligence: Holistic data about the

content with which the contact has engaged

© TechTarget 5

Account Intelligence creates a holistic view of

the account with contact level details

6

Making significant investments in China,

Singapore and Australia

● Offices in Beijing,

Singapore and Sydney

● Each office staffed by

leader with >7 years of

TechTarget experience

● Operational support in

English and Chinese

● Strong lead gen through

TechTarget Japan

● Delivering >220 APAC

campaigns for 70 unique

customers/quarter

● Investing in resources to

ensure programs work

and show ROI, including

inside sales team training

● Expert China team

© TechTarget 7

© TechTarget

Effective Content Marketing and

Outreach Strategies for Engaging

the ANZ Technology Buyer

Jon Panker

VP APAC, TechTarget

2013 Media Consumption Survey

9 © TechTarget, 2013 Media Consumption Report

● Fielded September 2013 – Now

● Conducted Online

● Run Globally

- ANZ: 236

- SEA: 241

- India: 282

- China (fielded in Simplified Chinese): 224

- NA: 364

● Demos:

- Job title: 1/3 management; 1/5 LOB

- 40%1,000+ company size

- Represent major vertical markets

● All play a role in technology purchases at their company

Goal: Better understand the technology buying process

3 Characteristics of Today’s Technology

Buying Process


● Collaborative

● Content driven

● Compressed

© TechTarget

Buyers in ANZ are

collaborative

Technology buying is done in teams

© TechTarget, 2013 Media Consumption Report 12

0%

30%

60%

1 2-4 5-7 8-10 More than 10

ANZ North America

How many people are typically involved in the technology research and

purchasing process at your organization? What does

this mean for

you?

Stockpile

content

Persona-based

marketing

Identify and

influence the

full buying

‘team’

Implications for

IT manager+

campaigns

The size of the technology buying team

increases at large organizations


0%

50%

1 2-4 5-7 8-10 More than10

More than 1000 employees

ANZ North America

How many people are typically involved in the technology research and purchasing process at your

organization?

0%

50%

1 2-4 5-7 8-10 More than10

Less than 1000 employees

ANZ North America

Cross-border collaboration is quite common


61%

39%

60%

40%

Yes No

ANZ North America

Are there team members involved in the technology research and

purchasing process that are located in different geographies? What does

this mean for

you?

Value of cross-

geo campaigns

Consistent

messaging,

themes and

content

Need to

connect the

dots on lead

follow-up

Geos work together on a variety of different

projects


42%

52%

6%

45% 49%

Always Only for large-scale technologyprojects/roll-outs

Other

ANZ North America

How often are teams members in different geographies involved in the technology research and

purchasing process?

© TechTarget

Buyers are heavy

content consumers

Heavy content consumption occurs prior to

shortlisting


During your technology research process, how many pieces of IT-related

content do you download/view in order to make your vendor short-list? What does

this mean for

you?

Need to invest

heavily in

content

Must always be

on

Look to

publishers to fill

content gaps

0%

25%

50%

0 1 2-3 4-7 8-10 More than10

ANZ North America

Buyers are not just reading your content


13%

4%

83%

12%

5%

83%

Independent third-party (non-vendor affiliated) expert

Technology vendor Both independent third-partyexperts and technologyvendors.

ANZ North America

I prefer to download/view IT-related content that is created by a(n) __________________?

Buyers access a variety of content across all

markets


Which of the following types of content do you never use? What does

this mean for

you?

Continue to

produce

content in a

variety of

formats

Focus more

attention on the

message than

the content

vehicle

0%

25%

50%

ANZ North America

Invest in content that is highly technical and

comparative


When conducting research related to my IT project, I prefer to download/view content that _______.

0% 25% 50% 75%

Focuses on the technical details and functionalityinformation of the product

Highlights the value the product/solutions brings toother parts of the business

Showcases step-by-step tips and tutorials onimplementation based on global best practices

Features expert Q&A's

Compares technology vendors and their solutions

ANZ North America

Ideal webcast is on-demand and 30 minutes or

less


0%

50%

Live On-demand No preference

ANZ North America

Do you have a preference for live or on-

demand webcasts/webinars?

What is your preferred length of a

webcast/webinar?

0%

20%

40%

Less than10 min

10 to 20min

21 to 30min

31 to 40min

More than40 min

ANZ North America

Online videos should be relatively brief; content

trumps production value


0%

40%

Less than5 min

6 to 10min

11 to 15min

16 to 20min

More than20 min

ANZ North America

What is the best length for an IT-related

online video?

If an IT-related online video is helpful in

your research, how important is the

production, special effects, etc.?

0%

30%

60%

Very important.The video needsto be wellproduced.

Not veryimportant. If thecontent isvaluable, I willview it.

It depends onthe topic/contentof the video.

ANZ North America

Technology purchases are researched on

technical platforms


Which of the following information sources do you never use?

0%

25%

50%

ANZ North America

© TechTarget

Buying and research

cycles are compressed

If anything, research is accelerated


32%

14%

54%

37%

12%

51%

Shorter Longer The timeframe has remained the same

ANZ North America

Is your technology purchase timeframe shorter or longer compared to three years ago?

Internet, improved internal processes are

speeding up the research process


Why is your purchase timeframe shorter than it was three years ago?

“Better availability of

information to make

decisions with these

days.” – ANZ

“Influence of internet.” -

ANZ

“Information is easier to

access, and comes

quicker.” – North America

Information is readily

available online

“We have instituted new

processes to streamline

the selection and decision

making process.” – ANZ

“I’ve empowered the ICT

team to be involved with

all purchasing from the

beginning problem

identification phase.” –

ANZ

“More efficient means of

communication

internally/” – ANZ

Better defined

purchasing processes

“Clients require faster

decisions.” – ANZ

“More changes to

business strategy and

model and higher

demand to implement

changes more quickly.” –

ANZ

“We are in a highly

competitive business and

by necessity need to

make quicker decisions .”

– North America

Business demands

quicker action

Buyers need a baseline of information before

engaging with you


In which stage of the research and purchasing process are you most

receptive to engaging (phone, email, or live conversation) with a

technology vendor to discuss your IT project?

What does

this mean for

you?

Need to

influence early-

stage

researchers at

the point of

research

Classify content

by buying stage

and use it to

determine

when to reach

out 0%

25%

50%

Early stage Middle stage Late stage Any stage

ANZ North America

Prospects will already know a lot about your

capabilities before interacting with you


Before your first conversation with a technology vendor's sales rep,

which of the following would you prefer to know about the vendor and

their product?

What does

this mean for

you?

You will be

interacting with

educated

prospects

If you don’t

make this

information

available, you

enable others

to define you

and your

offerings

0%

50%

100%

The cost of theproduct

The effective ways toadopt/implement theproduct

The benefits that theproduct brings to allparts of theorganization

The competitors ofthe vendor

ANZ North America

First contact with prospects needs to be

meaningful and sales needs to be informed


In your opinion, the first conversation you have with a technology

vendor's sale rep is most effective when the sales rep has knowledge of

__________.

What does

this mean for

you?

Ensure inside

sales can

speak to the

issues

customers want

to discuss

Be careful

about who

speaks directly

to prospects on

your behalf,

especially third

parties

0%

50%

100%

The contenttypes you havedownloaded fromthe vendor

How theirproduct/solutioncompares toother vendorsthat you may beconsidering

Your othercolleagues whoare involved inthe IT project

The currentproducts yourorganizationcurrently hasinstalled

How yourorganization caneffectivelyadopt/implementthe vendor'sproduct/solution

ANZ North America

Final thoughts


How to respond to:

Collaborative Buying Teams:

● Create content with personas in mind

● Reconsider job title filters on demand gen activities

Content-driven Buyers:

● Use global content, sponsor independent content

● Widely market content in an always-on fashion

Compressed Research/Buying Cycles:

● Influence early stage-buyers

● Let content cues dictate when you engage more directly

© TechTarget

Digital Content,

Communities & Social –

ANZ Social Media Survey

Josh Garland

Country Manager, ANZ - TechTarget

© TechTarget

Before making a tech purchase, buyers will

access a wide variety of information sources

© TechTarget 32

What does this

mean for you?

The variety of

interactions that

take place prior to a

purchase speaks to

the need for

maintaining a

proper media mix.

Which of the following did you and the members of the buying

team do before making your most recent purchase? (Select all

that apply)

0% 20% 40% 60% 80%

Met face to face with the vendor

Spoke on the phone with the vendor

Visited the vendor's website

Did a Google search for the vendorson the short-list

Downloaded a whitepaper from thevendor

Attended a face-to-face event to meetwith the vendor

Discussed the vendor with my peers

Visited the vendor's social mediapages/subscribed to their feeds

None of these

ANZ

TechTarget Social Media Survey – ANZ Overview

● Global enterprise ITDM social media activity survey

- 126 ANZ respondents

- 44% IT Mgr+, 50% >500 employees

● Professional use of social media is significant

● Social media lags as a purchasing resource, but different

platforms have different strengths

● Much more sharing/discussion than previously

associated with non-developer ITDMs

33 © TechTarget

While vendor sites & independent communities

lead research, social networks have firm role

© TechTarget 34

78%

78%

72%

52%

46%

41%

38%

37%

26%

Online IT communities

Vendor Sites

Independent edit sites

Peer reviews

In-person events

Social networks/sites

Online events

Print pubs

Mobile news/apps

Which of the following resources do you leverage when researching technology

purchases?

Social platforms making progress on peer/expert

engagement; independent forums/vendor

communities are first stop for many activities

© TechTarget 35

For each of the following online social platforms, indicate the professional activities in

which you participate.

60%

67%

60%

48%

41%

41%

50%

56%

68%

68%

67%

59%

26%

34%

16%

18%

10%

24%

16%

46%

23%

Keep up on trends

Answers to specific IT questions

Research IT solutions

Get product news and information

Access IT vendor experts

Engage w/ peers

Independent subject experts

Independent IT communities IT vendor communities Social networking websites

When using communities/social networks,

users are early to mid-stage in buying process

© TechTarget 36

*Global Results

At which stage(s) of your buying process do you visit online IT communities or social

networking websites to research technology products and/or vendors?

Promote content for appropriate stage

Vendor communities are important, but only used

intermittently

© TechTarget 37

How often do you visit the following IT vendor communities in a professional capacity?

13%

2%

3%

3%

3%

5%

2%

4%

30%

9%

15%

6%

10%

6%

6%

5%

6%

3%

2%

34%

37%

23%

23%

16%

18%

16%

10%

10%

6%

6%

Microsoft

Citrix

VMware

HP

Dell

Oracle

Cisco

SAP

NetApp

EMC/RSA

Intel

Daily Weekly Monthly

Small co - Engage partner communities

Big co - Connect more frequently

Among “social networking” sites, LinkedIn, Blogs

and YouTube are the most used by ITDMs

© TechTarget 38

How often do you use the following social networking sites in a professional capacity?

24%

9%

8%

21%

15%

10%

2%

27%

27%

20%

16%

14%

4%

8%

19%

21%

25%

8%

14%

9%

10%

LinkedIn

Blogs

YouTube

Facebook

Google+

Twitter

Social Bookmarking

Daily Weekly Monthly

“Professional” is broad category of activity,

think in detail about activity classes

LinkedIn leads in most uses, but other social

platforms have strengths around tracking content

© TechTarget 39

For each social platform, indicate the professional activities in which you participate.

37%

18%

11%

8%

9%

20%

10%

9%

10%

6%

58%

13%

21%

14%

1%

LinkedIn

Google+

Facebook

Twitter

YouTube

Follow experts Follow vendors Follow peers

When it comes to “actions,” platforms also have

different strengths

© TechTarget 40

For each social platform, indicate the professional activities in which you participate.

33%

5%

11%

11%

4%

29%

5%

10%

8%

1%

20%

2%

3%

18%

17%

LinkedIn

Twitter

Facebook

Google+

YouTube

Ask/answer questions Participate in discussions Research IT vendors/solutions

© TechTarget 41

IT buyers are actively engaged in social communities

95 47

ITDMs are traditionally “readers” online, but

social sites are earning actions

IT Pros can be brand-builders/extenders

Frequency of these actions is increasing

© TechTarget 42

9%

38%

47%

6%

Frequently contributecontent

Occasionallycontribute content

Read only I do not visit onlinecommunities or socialnetworking websites

What is your participation in online IT communities and general social networking sites?

Valuable content will be shared regardless of

source

© TechTarget 43

26%

3%

71%

Peer Vendor Doesn't matter as long as thecontent is worth sharing

Are you more inclined to look at vendor content that has been shared/re-tweeted by a peer

or shared/tweeted by the vendor themself?

White papers and technical content are most likely

content to be “shared”

© TechTarget 44

71%

67%

63%

43%

41%

41%

32%

30%

29%

23%

22%

19%

16%

15%

7%

White papers, case studies or research

Technical tips/tutorials

Articles

IT downloads/demos

Expert blogs

Online events/conferences

Webcasts

Videos

Offline events/conferences

Vendor-specific social feeds

Vendor blogs

Calculators, tools or widgets

Podcasts

Slide decks

Infographics

Which types of content are you most likely to "share" with your peers/social networks?

How TechTarget uses social to expose more

content and earn more followers

-

Content-rich ad units have engagement

rates above all industry benchmarks

Things to think about

● Classic digital advice holds true

- Content volume and quality is crucial to online interactions

- Context is even more important – right expert in the right

forum

● Importance of online social interactions is yet another

reason to push sales and SE teams to be tuned to digital

signals and assigned to key activity zones. They need to:

- Be monitoring the right places

- Be aware of what content is best for that moment (stage of

buying, language, topic, technology…)

● Professional social networking use is happening with and

without you; Invest in content that will drive the

conversation when you’re not there

46

© TechTarget

Nurturing Beyond Your

Current Pipeline

Bill Crowley

SVP International

© TechTarget

Globally consistent trend: purchasing

decisions shaped online before sales contact

48 © TechTarget

Over 2/3s of the buying

process occurs before

sales is even contacted (Sirius Decisions)

The 6 Month

Prospect Buy Cycle

Without you With you

49

Vendors must focus while buyers are using

diverse array of outlets and content.

IT staff, Senior IT Mgmt and LOB prospects engage

vendor content as many as 6 times before

considering that vendor for short-list.

© TechTarget , TechTarget Media Consumption Study

Online consumer interactions are raising

expectations for B2B engagements

50 © TechTarget

1 …wants to interact

anywhere at anytime

2 … expects digital

interactions to deliver

exceptional experience

3

… desires

personalisation and

targeting specific to

needs

4 …requires easy

interaction

Today’s

Buyer

McKinsey & Company note 4

key prospect behavior trends

that will continue to grow

Marketing and sales have to be more prepared than ever before!

Biggest disconnect in tech market is how to

engage over a sales cycle

51 Online ROI Summit | © TechTarget

Most IT buyers indicate that they rely heavily on vendor content,

and not sales interactions, prior to completing their short list


Sales remains relationship-driven business, but power of "who you

know" now trumped by "what you know about who you know”.

<

Next stage of market development: Use

intelligence to close marketing & sales gap

Intelligence driven marketing – making progress

and driving enhanced ROI


Enablement

Strategy/Tactics

Engagement

Targeting Justification

/ROI

Enablement

Strategy/Tactics

Engagement

Targeting

Justification

/ROI

Core Sources of Intelligence

Online ROI Summit | © TechTarget 54

Activity

Intelligence

from

Outbound

Programs

Market driven intelligence Campaign driven intelligence

Activity

Intelligence

from

Inbound

Programmes

Social

Intelligence

Market

Intelligence

from

External

Sources

Activity

Intelligence

from

Outbound

Programmes

Nurturing is critical to influencing prospects to

engage when they’re ready to talk

55 © TechTarget

Better Prospect

Engagement

Increased Revenue

per Prospect

Maximised

Marketing Efficiency

14% Increase in CTRs with

personalised emails

(Aberdeen Group)

47% Larger purchases by

nurtured leads

(Annuitas Group)

46% Marketers with mature

lead processes see sales

success with more than

75% of leads

(Forrester Research) 10% Increase in email

conversion rates

(Aberdeen Group)

9.3% Bigger sales quote

achievement rates from

mature lead management

(CSO Insights)

Building a strong lead nurturing strategy

56

© TechTarget

Personas 1

Content Audit 2

Lead Scoring 3

Lead Nurturing 4

57 © TechTarget

Demographics Pain Points Goals or

Triggers

Media

Preferences

Buyer Persona- picture of

type of person who buys or

influences your product

purchase

Activity

Start with clear understanding of your targets,

and the “personas” you engage 1


● Media / Content

● Pragmatic – what do I need

to know to make a decision

● Heavier reliance on

product literature

1 Persona examples

IT Staff Persona

● Tone / Topics

● Relationship between

technology & business

● Strategies & frameworks

● Relationship between

business challenges and

solutions

● Media / Content

● Very active consumers of

content – 2X of their staff

● More interested in case

studies

● More active on emerging

initiatives and opportunities

Senior IT Mgmt / CIO Persona

● Tone / Topics

● Speak to technology

disciplines

● Tactics and planning

● Solution architectures and

trade-offs

59 © TechTarget

Audit current content mix

Identify content Gaps

Budget for content to fill the gaps

Calendar content plan

Produce according to calendar

Catalog content by key attributes

Optimise content for search

Take time to audit, optimise and evolve your

content - your lead nurturing fuel 2

Map your content

● Take a strategic

approach to

deploying content

● Content Map

- Content asset inventory

Assessment

- Relationship to buying

stages

- Types of media utilized

- Language

Buyer’s Decision Phase

Awareness Consideration Decision

Me

dia

Typ

e

Product

Info ? ? ?

Streaming

media ? ? ?

EBooks

White

Papers

Case

Studies

? ? ?

An Ideal Content

Alignment 25% 45% 30%

Awareness (1-2 months)

Consideration (3-4 months)

Decision (1 month)

Priority content for your goals market by

market

61 © TechTarget

Editorial Content

Custom Content

Vendor Content

Banners

Vendor Websites

Online IT Communities

Vendor Comparisons

Online Vendor Demos

Trial Software Downloads

Product Literature

Virtual Tradeshows

Streaming Media

Case Studies

White Papers

Editorial Sites

E-Books

Identify a

Problem

Research

Solutions

Build a

Shortlist

Content

Types

Media

Vehicles

62 © TechTarget

Content best practices

Non-

promotional,

well-written

Relevant to your

solution and

your target

audience &

personas

Give proof, share

experience or

solve problems

(don’t shill)

Show, (don’t

just tell)

Start small, think

big and adapt

quickly

Optimise Content

and Do

Something

Unexpected

Reorganise,

Rewrite, Retire,

Reimagine

(don’t just

recycle)

1

4

7

2

5

3

6

High score doesn’t always mean sales-ready

Score on implicit and explicit data

Recycle Leads

Set threshold for Sales Handoff and only call on those leads

Integrate CRM when practical

A look at effective lead scoring 3 Lead Score - Rating on lead that

classifies, based on attributes, where

lead is in buy cycle, and what

engagement should come next

Things to remember

63 © TechTarget

Leverage explicit and implicit data in factoring

scores

EXPLICIT: Demographics

● Title

● Role in Company

● Department

● Buying Role (be skeptical)

● Revenue and Budget

● Employee Size

● Location

● Industry/Vertical

● Web Behavior

● Email Open/ Click through

● Content Download

● Time on Site/Pages

● Event Attendance

● View Webinar, Video or

Demo

● Negative Actions

(unsubscribing)

● Form Fill outs © TechTarget 64

IMPLICIT: Behavioral

65 © TechTarget

Building your nurturing strategy & plans 4

Persona-

based

content maps

Lead scoring

methodology

Lead

Nurturing

Strategy

Make it

Personal

Be Short.

Be Clear.

Be Concise

Measure.

Test.

Optimise.

Follow up the

right way at

the right time * * * *

Marketer driven nurturing- continual brand and

content engagement on your timeline

66 © TechTarget

Pre-defined nurture

streams & website tracking

Prospects who engage

with additional content

6-10%

The challenge:

Prospects want

control of their own

research process

Client Ecosystem

Prospect accelerated nurturing - continual brand

and content engagement on their timeline

67 © TechTarget

TechTarget Ecosystem

Prospect initiated

nurturing during

research

Real-time account

targeting to

surround buying

team

Nurture and Qualify

campaign

reengagement rate

49.4%

Nurturing at point-of-activity/research

● Custom unit can include additional content assets, video, & social feeds including

Twitter, Facebook, Blog, etc.

● Offers prospects the ability to “self-nurture”, accelerating their movement through

the buy-cycle

68 © TechTarget

Demand Engage Unit – displays adjacent to PDF Content Assets

Additional Demand Engage examples

© TechTarget 69

Features video and content assets with

tabs for blog, resources, and Twitter feed More prominently features blog content

Marketer Driven + Prospect Accelerated =

maximised prospect & account engagement

70 © TechTarget

Client Ecosystem TechTarget Ecosystem

Prospect

initiated

nurturing

Real time account

targeting to

surround the buying

team

Pre-defined nurture

streams & website tracking

Influencing the

Buying Team

Lead Nurturing Recap

Things that work

● Focus on buy-cycle

phases as campaigns

● Define Personas and who

you want to nurture

● Educate with relevant

content

● Personalise & Segment

● Keep it short and clean

● Measure ,Test, and

Optimise

● Give prospects options

● Just Focus on Top of the

Funnel

● Send Every Lead Every

Email

● Send Emails Every Day

● Leave any lead behind

● Just rely on emails

● Start nurturing without

defining a lead

management process

● Include sales, give them a

voice © TechTarget 72

Things that mislead

techtarget technology marketeters’ summit · 2016-09-13 · techtarget international primary...

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