Content is King - Matthew Smith, VP IDG Connect, Europe, Jeremy Bevan, Vice President of Field...
-
Upload
demand-generation-summit -
Category
Education
-
view
878 -
download
0
description
Transcript of Content is King - Matthew Smith, VP IDG Connect, Europe, Jeremy Bevan, Vice President of Field...
Content is king
Matthew Smith, Vice President, IDG Connect, Europe
Jeremy Bevan, Vice President of Field Marketing, Novell EMEA
Jeremy BevanVice President, Novell EMEA Field Marketing
Making IT Work As One™
Total Pipeline
Contributing to the Sales Pipeline....
... the beauty of healthy competition
France
Germany
United Kingdom
South Africa
Spain
Marketing Contributed Pipeline
1429
1950
1390
721
569
$20.5M
$19.6M
$18.9M
$15M
$14M
... and the question of outstanding leads
$
...Not all leads fit the same treatment
...Are we planning the right way ?
Strong Emphasis on Front End of Decision Making Process
General Education 32%
Business Case Development
27%
Implementation Scenario
25%
Final Decisions 11%
Shortlist Creation 5%
Almost always working to help build the business case
The use of marketing content in IT investment decisions -Overcoming the age of discontent
Matthew Smith - VP IDG Connect Europe
Key Summary of Recent Research Findings
• The use of content changes from buying stage to buying stage
• Buyers spend ½ day per week reading third party content
• During IT investment, 50% of respondents viewed educational and promotion content as leading the way
• Only 40% of content is viewed as relevant
• 90% felt that level of relevant content impacted on the vendor making shortlist
• If content is not considered to meet minimum requirements the chance of success is reduced by almost 50%
• Buyers are not after perfection - 6 times out of 10 is fine
The 5 Stages of the Buying Process
Auditing Content through Market Fusion
Client A: - Leading Software Supplier with established assets
Audio
Document
Podcast
Tool
Video
Webcast
Key
Client B – Virtualisation provider – Strong Global brand and large library of assets
Audio
Document
Podcast
Tool
Video
Webcast
Key
Recommendations
• You must offer the right type of content on a stage by stage basis within the buying process
• Buyers Information needs change during the buying process - Are you confident that your content addresses these needs ?
• Poor content alignment can cost you revenue and damage your brand
• Be aware that buyers also require content in different formats
• The buying process is complex and involves multiple decision makers - your content needs to accommodate this.
• You need to be objective – do not make assets sales brochures
• Think of ROI at the stage of content creation – the right content at the right stage of the buying process will provide stronger return
Start...