walk a mile in their shoes - techtarget...enterprise marketers to meet their needs jon brown, vice...
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#TTGTSummit | www.techtarget.com/ForMarketers
© TechTarget
Insight from IT pros on what they expect from Midsize and
Enterprise marketers to meet their needs
Jon Brown, Vice President, Market Intelligence
Walk a mile in their
shoes
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0%
15%
30%
45%
60%
Data protection, virtualization lead the pack
of Top Tier 2013 projects
2
Which of these initiatives are you adopting?
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2012 rank
50% 40% 33%
1 2 3 4 5 7 9 10 6 17 12 14 15
What does
this mean for
you?
The key IT
initiatives
TechTarget’s
highly active
audience
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Many projects getting at least 25% adoption
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0% 15% 30%
MDM for BYOD
Threat detection/mgmt
Virtualization security
Vulnerability management
Security data mgmt/analysis
Network virtualization
Cloud w/external providers
Video conferencing
MDM
Consolidation
Mobile security
Remote access/branch office
Desktop virt
SOA
UCC/collaboration
Upgrade to Win Server 2012
What does
this mean for
you?
BYOD
continues to
grow
Cloud with
external
providers
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Some other buzzy projects charting well
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0% 10% 20%
Content management
Storage for big data
App virtualization
Migrate to Windows 8
Solid state storage
Implement BYOD
Collaboration applications
Scale-out NAS
CPM
Converged storage, data center network
Software-defined networking
Advanced DBMS
Online productivity apps
Object storage
What does
this mean for
you?
There are lots
of IT projects
out there
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5
The Big Three
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Increasing
activities
Decreasing
activities
Increasing
Lead Ratio
Stage 2 – ―Mainstream‖
Asset Overweight
(Consideration)
Stage 3 – ―Maturity‖
(Consideration, Decision)
Decreasing
Lead Ratio
Stage 1 – ―Hype‖
Asset Overweight
(Awareness)
Stage 4 – ―Death‖
(Decision)
Use Market Maturities for Content Weighting
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Editorial
Vendor
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Cloud Computing—network-wide—going
mainstream (slowly)
0
40000
80000DL PV ● Increasing PV’s, Increasing
DL’s ratio
● Stage 2: Mainstream,
possibly entering maturity
● Test & Dev and PaaS look to
be hype stage now
Overweight consideration
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Fixed to mobile
end user technologies
0
61000
122000DL PV ● Increasing PV’s, Increasing
DL’s ratio
● Stage 2/3: Mainstream/
mature
● VDI is earlier stage than rest
of category (hype bordering
on mainstream)
Overweight consideration,
decision
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Big Data is in hype stage right now
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0
25
50
75
100
Big Data
Cloud Computing
Virtualization
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Recap: Big Three
Current stage
Content
Cloud
Stage 2:
Mainstream,
possibly entering
mature
Consideration
Mobile
Stage 2:
Mainstream/
mature
Consideration and
decision
Big Data
Stage 1: Hype
Awareness
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Who’s doing this right?
SAS on Big Data—2013 Big Data
Survey Research Brief
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Sophos on Mobile Device
Management—Buyer’s Guide
―Despite industry hype, most
organizations have yet to
develop, implement or
execute a big data strategy‖
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12
Research and
engagement
preferences
Today’s Senior IT Decision
Makers
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North America EMEA APAC Latin America
More than half of IT research and buying teams
consist of 5 or more members
13
How many people are typically involved in the technology research and
purchasing process at your organization?
0%
25%
50%
1 2-4 5-7 8-10 More than 10
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North America EMEA APAC Latin America
Research and purchase processes worldwide
are 6 months or less
14
On average, how long is your timeframe from identifying your technology
need/problem to making your final purchase decision?
0%
20%
40%
Less than 1month
1 - 3 months 3 - 6 months 6 - 12 months 12 - 24 months More than 24months
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Line of Business Involvement
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IT does 4/5th of
research for
corporate buys
LOB involvement
is focused at the
very beginning
Read the White
Paper—―Don’t
Miss the Mark‖
Decision Axes for
LOB marketing: • Is END USER
LOB or Technical?
• Does solution
leverage /
integrate existing
infrastructure?
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Let’s meet today’s panelists
Online ROI Summit | © TechTarget 16
Kevin Stokes Chief Information Officer
Town of Brookline
Randall Gamby Information Security Officer
Medicaid Information Service
Center of New York (MISCNY)
Larry Bolick Chief Information Officer
Aquent
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17
Thank you to
our panelists!
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