James foulkes, director and co founder, kingpin

Dell Software Group Case StudyUsing data to deliver increased ROI

We have a Global reach

• Intro

• Research

• Case Study (Dell)

• Lessons

Agenda

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Intro

James Foulkes Co Founder Kingpin Communications

From Grimsby

The Technology to Business agency – platform agnostic audience specific, results

driven!

Reaching millions of users…

…delivering positive ROI

…generating tens of thousands of leads...

…having thousands of conversations…

A London-based B2B marketing agency

focused on delivering ROI

Founded 1997, grown to 17 staff, £7m turnover in 2014

Winners of Market Research Award (Marketing Week Engage Awards)

Across 20+ countries in EMEA, Asia & Americas

100+ years of Team Marketing experience

Kingpin made with love

Every campaign is bespoke...

Simply based on your metrics and definitions of success

Sure we’ll often use similar tactics, but they’re never the sameIf your prospects need face to face conversations before they’ll turn into an opportunity, we’ll work towards that

If they need a tonne of online content before they’ll engage – then we’ll build a campaign around that

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Buying Landscape

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Meet the research:

• IDG Customer Engagement Survey. UK, Senior IT.

• CEB The Challenger Customer. Global B2B.

• Techtarget Media Consumption Report EMEA. Senior IT.

• Kingpin Tech Marketers and IT Buyers report. UK, FR, DE. Tech Marketers and Senior IT.

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Let’s get quizzical

1. What % of UK IT Managers are responsible for identifying their company’s IT needs?

2. What is the average number of B2B buyers involved in a decision?

3. What percentage of UK co’s bought from an organization they never knew before their research started?

4. What percentage of Tech buyers use video in the Evaluation Stage?

5. What is the optimum length of a whitepaper?

6. How many Decision Makers use personal email addresses?

7. What percentage of tech buyers will ignore your future promotions if you DON’T follow up?

Oliver Rix

1. 44%

Oliver Rix

2. Board level

Oliver Rix

Marketing automation

Oliver Rix

12%

Oliver Rix

DM

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Are we targeting the right person?

Who identifies the need

Who TMs prioritise

vs

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32%

26%13%

13%

7%8%

Project involvement IT Manager/DeptDepartment HeadC-LevelEnd userC-Level (Non-IT)Outsourced

C-suite has limited (though important) involvement in purchasing process

What about further down the decision journey…

(Even final purchasing is split)

Row Labels Asset Download Event Reg Grand TotalFY11Q1 1 1

Ciso 1 1FY11Q2 14 14

E-Commerce Manager 1 1Enterprise Security Architect 1 1IT Manager 2 2IT Programme Test Manager 1 1IT Project Manager 3 3IT Security Specialist 1 1Senior IT Architect 1 1Senior Security Specialist 1 1Senior Solutions Consultant 1 1SENIOR TECHNICAL CONSULTANT 1 1Solutions Architect 1 1

FY11Q3 5 2 7CDMS Support & Development Manager 1 1IT Management(Manager IS/IT) 1 1IT Operations Manager 1 1IT Risk Partner 1 1IT Security VP/Director 1 1IT Technical Specialist 1 1Senior Administrator 1 1

FY11Q4 2 2Data Centre Strategy & Planning Manager 1 1IT Manager 1 1

FY12Q1 2 2Chief Information Security Offi cer 1 1IT Manager 1 1

FY12Q3 2 1 3Head Of IT Strategy & Architecture 1 1IT Security Specialist 1 1 2

Grand Total 26 3 29

Scoping phase

Shortlisting phase

Validating phase

Identify need

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Real World Example – Company A

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The Average B2B decision making group includes 5.4 buyers

CEB – The Challenger Customer - 2015

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A new technology vendor that my company was not originally

familiar with

We had purchased solutions from the vendor in the past

We were familiar with the vendor but had not purchased

solutions from them in the past

I am not sure0%

15%

30%

45%

60%

75%

90%

14%

73%

10%3%

19%

72%

8%1%

19%

68%

11%

2%

23%

53%

19%

5%

15%

60%

15%10%

©TechTarget, 2015 Media Consumption Report

DACH France Spain United Kingdom Rest of Europe

Which of the following best describes your company's relationship with the vendor selected for your last IT purchase?

High Propensity to work with incumbent Vendor…

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… but buyers will often engage with unfamiliar vendors

-20%

0%

20%

40%

60%

18%

38%

16%

28%23%

43%

17% 17%22%

56%

15%7%

20%

42%

9%

29%27%

44%

20%

9%

While conducting your research for your last IT purchase, which of the following best describes your interaction(s) with a vendor/reseller you were not previously familiar with?



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0%

15%

30%

45%

60%

75%

90%

42%

79%

27%

43%

19%

46%

73%

42% 39%

21%

50%

70%

21% 19%

7%

55%

80%

44%39%

23%

44%

73%

41%

26%

10%



Which of the following activities did you spend most of your time on during the buying process for your last IT purchase?

Majority of the buying process is spent comparing technology vendors/solutions

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IDG’s own research showed vendor specific content is consumed throughout the buying process

What are they consuming to make decisions?

IDG – Customer Engagement study - 2015

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VIDEO A MAJOR INFLUENCER ESPECIALLY DURING THE EVALUATION STAGE

1.In-depth

product reviews

of B2B tech buyers watch videos at some point in the purchase process

Top Video types across all stages

2.How-tovideos

3.Technology

primers


of B2B tech buyers watch videos at some point in the purchase process

91%

Video is a rising star

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• Forbes revealed that that 75% of executives questioned watch business related videos online every week.

• Of those, 65% visit the marketer’s website after viewing a video.

WHO But what about C-Suite?

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2 pages or less 3-6 pages 7-10 pages 10 or more pages0%

15%

30%

45%

60%

75%

8%

68%

15%

9%10%

38% 37%

15%

1%

37%

52%

10%

18%

51%

22%

9%13%

60%

20%

7%


What is your preferred length of a white paper that is assisting you in your research related to an IT purchase?

White papers can work if… they are 6 pages or less in length


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A third of IT decision-makers now use personal email addresses

Q. When registering for content used in the purchase process, do you typically provide..

58%

Work email(specifically for

content registration)

Personal email address

19%

14%

(for content registration & other tasks)

No email address

9%

76%

registered online in the last 6 months to receive content about an enterprise technology solution


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It’s important to follow-up in a timely manner

say contact within desired timeframe

increases likelihood to

purchase

69% 77%say contact outside

the desired timeframe decreases likelihood

to purchase

say no contact at all decreases likelihood to

purchase

73%

6 DAYS is the average preferred

contact time

25% typically prefer to be left to contact sales people when ready


Vendor follow-up

Q: When you request to be contacted by a vendor regarding a specific enterprise solution and the vendor does not contact you at all, which of the following actions are you more likely to take as a direct result?

To evaluate other venders

Mention lack of follow-up to colleagues

Ignore future promotions from

that company

52% 45% 43%

of respondents said lack of follow-up call will lead to a negative reaction93%

Lack of call follow-up will drive prospects to other vendors

The Case Study

Dell Software – Overview.

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Formed in 2012

A collection of Scalable, integrated business and enterprise software solutions that make it easy to secure and manage networks, applications, systems, endpoints, devices and data to help your business deliver on the full promise of technology.

Areas of focus:

26

Online/Offline demand generation tactics

DSG internal pre-qual

Previous activity – Volume Driven

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DSG CRM

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Understanding

19,877Historic responses matched to opportunities

16,373Companies analysed

27Media suppliers

16 Countries

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4 CRM Instances

The challenge. Multiple data sources…….

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The Project

We identified three main objectives:

Understand what works.

Improve ROI for the future.

Overcome the challenge of quarterly measurement V extended sales cycles.

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Tactics vs pipeline vs spend results:

BANT lead generation – 4x investmentMulti-touch content syndication – 4x investmentSingle-touch content syndication – 28x investmentDigital display – 7x investmentContent creation with lead guarantees – 3x investmentOnline events – 1x investment

What did we discover?


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• Analyse – not just results but resources as well.

• Understand – some products were transactional, some needed nurture.

• Focus – on quality V quantity.

• Report – implement an ongoing process.

• Prove – that sometimes it takes longer for an enterprise to become a lead.

What did we do?

BANT TM

Content Syndication - 2 xQQ - (Email / TM )

Display Media

Content Syndication - (Email)

Content Syndication - 3 xQQ - (Email /TM)

Content Syndication - 1 xQQ + 1 P - (Email / TM )

Content Syndication - 2 xQQ + 1 P - (Email / TM )

45x

25x

17x

7x

7x

4x

1x

PHASE 2: Dell Software – Spend to Pipeline Ratio by Tactic

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Dell Software – Results

500%Improvement on ROI than previous quarters

“Kingpin has added significant value to Dell Software digital marketing across EMEA, by providing a single view of our digital marketing efforts and using these insights to plan and optimise our campaigns to deliver a much healthier pipeline.” Jayson GehriDirector, EMEA Regional MarketingKim McCarthyDigital Media Specialist, Digital Marketing

2311MQL’s in Q1


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• WP’s can work – just keep them short at the top of the funnel.

• No one tactic wins.

• Analyse your results on a continuous basis and not just quarterly.

• Timely follow up is key – but UNDERSTANDING their business is better.

• Don’t expect C-Suite to engage via download/content syndication. Use other tactics.

• If you don’t use video content. You should.

• Don’t kick out personal email addresses.

Lessons


All Kingpin research is downloadable from kingpincomms.com/resources/whitepapers

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Get in touch: 0207 803 [email protected]

James foulkes, director and co founder, kingpin

Marketing

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