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Forr marseilles june 2012 neutral

Peter O'Neill
Peter O'Neill

Peter O'Neill, Vice President and Principal Analyst at Forrester Research, presented on how to leave competitors behind with better marketing campaigns. He discussed how vendor-centric marketing models no longer work and how marketers must understand the buyer's journey. He also covered developing compelling marketing campaigns through content mapping, understanding personas, and owning the buyer's journey with tailored content at each stage from awareness to purchase. In 2012, he plans to help field marketers leverage digital opportunities, advise on new partnership models, and establish best practices for lead-to-revenue management.

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Leave Your Competitors Behind With Better Marketing Campaigns Peter ONeill, Vice President, Principal Analyst Marseilles, June 27, 2012 1 息 2009 Forrester Research, Inc. Reproduction Prohibited 2011
Vendor-centric fulfillment marketing models dont work in todays market Todays empowered buyer controls when and how information is found and consumed, so tech marketers must configure their programs and content accordingly. 2 息 2011 Forrester Research, Inc. Reproduction Prohibited
Agenda 1. Why tech marketing must become strategic 2. Understanding the buyers journey 3. Developing compelling marketing campaigns 3 息 2011 Forrester Research, Inc. Reproduction Prohibited
Tech marketing is already adjusting to a new engagement model Old Market interactions based on offers Seller Buyer Offer Respond Fulfill O-R-F scales with media Source: May 07, 2008, Community Marketing: A New Discipline For Business Technology Marketers Forrester report 4 息 2011 Forrester Research, Inc. Reproduction Prohibited
Forrester calls the new model need-match-engage From IT to business technology (BT) Old New Market interactions Market interactions based on offers based on needs Seller Buyer Seller Buyer Offer Need Respond Match Fulfill Engage O-R-F scales with media N-M-E scales with social media Source: May 07, 2008, Community Marketing: A New Discipline For Business Technology Marketers Forrester report 5 息 2011 Forrester Research, Inc. Reproduction Prohibited
The customers journey ends with THEIR outcome Outcome Roll-Out Implement Select Plan Customers hard work starts after select. Customers routinely abandon plans after selection Scope Cloud-based, subscription solutions must prove themselves every month. Customer journeys are communal. Aware 6 息 2011 Forrester Research, Inc. Reproduction Prohibited
And something else has changed Publish a blog Publish your own web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Conversa- Update status on a social networking site tionalists* Post updates on Twitter Post ratings/reviews of products or services Comment on someone elses blog Critics Contribute to online forums The Social Contribute to/edit articles in a wiki Technographics速 Collectors Use RSS feeds Vote for websites online ladder Add tags to web pages or photos Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Listen to podcasts Watch video from other users Spectators Read online forums Read customer ratings/reviews Read tweets Inactives None of the above Groups include people participating in at least one of the indicated activities at least monthly. *Conversationalists participate in at least one of the indicated activities at least weekly. 7 息 2011 Forrester Research, Inc. Reproduction Prohibited Source: April 28, 2010, Social Technographics速: Business Technology Buyers Forrester report
2011 adoption of social media behaviors by BT buyers US online adults, BT decision-makers, for any purpose* for business purposes 86% of business 23% Creators 32% technology buyers engage in Conversa- some forms of 31% tionalists 17% social activities while working. 33% Critics 46% Percentages include US online respondents who said that they 19% Collectors engage in selected social activities for 36% any purpose and BT decision-makers who said that they engage in selected social activities for business purposes 59% Joiners or for both business and personal 44% purposes. Base: 1,001 BT decision-makers 68% Spectators at firms with 100 or more 80% employees in the US and Western Europe *Base: US online adults 19% Inactives 14% Source: North American Technographics速 Online Benchmark Survey, Q2 2010 (US) and US And European B2B Social Technographics速 Online Survey For Business Technology Buyers, Q1 2011 8 息 2011 Forrester Research, Inc. Reproduction Prohibited
2011 BT Social Technographics速 by country France Germany UK US (N=98) (N=97) (N=112) (N=694) Creators 40% 40% 22% 31% Conversa- tionalists 23% 20% 14% 16% Critics 58% 56% 34% 45% Collectors 48% 52% 29% 33% Joiners 54% 42% 38% 43% Spectators 81% 75% 76% 81% Inactives 13% 16% 17% 13% Source: US And European B2B Social Technographics速 Online Survey For Business Technology Buyers, Q1 2011 9 息 2011 Forrester Research, Inc. Reproduction Prohibited
Understand the buyers journey Solution MARKETING INTERACTIONS SOCIAL & DIGITAL INTERACTIONS SALES INTERACTIONS Need 10 息 2011 Forrester Research, Inc. Reproduction Prohibited
Agenda 1. Why tech marketing must become strategic 2. Understanding the buyers journey 3. Developing compelling marketing campaigns 11 息 2011 Forrester Research, Inc. Reproduction Prohibited
More multi-touch, multi-target marketing in 2012 No one influencer has more than 30% of 30% the total power through the purchase process Average number of different sources used 7.6 through out the purchase funnel The ratio of find on their own, what we 3:1:1 can send them, and what sales can deliver, in the overall mix Source: Tech Marketing Navigator 12 息 2011 Forrester Research, Inc. Reproduction Prohibited
Tech marketing organizations must think beyond lead generation Customer Lead Lead Sales Awareness Revenue retention and Revenue origination nurturing process expansion Lead-to-revenue management (L2RM) 13 息 2011 Forrester Research, Inc. Reproduction Prohibited
Execute to improve conversion ratios Opportunity Customer Inquiry Customer Lead Lead Sales Initial Retention & Awareness Marketing Ready Lifecycle Origination Nurturing Process Revenue Expansion Revenue Sales-Ready Deals won Average conversion ratio 35% 32% 6% The numbers to beat! for the tech industry 14 息 2011 Forrester Research, Inc. Reproduction Prohibited
Agenda 1. Why tech marketing must become strategic 2. Understanding the buyers journey 3. Developing compelling marketing campaigns 15 息 2011 Forrester Research, Inc. Reproduction Prohibited
Understanding your buyers by defining personas Cynthia Ianato Role and Tenure Personal Profile Chief Information Officer . Key Issues & What makes the Responsibilities job hard What makes the job fun 16 息 2011 Forrester Research, Inc. Reproduction Prohibited
Content Mapping: Own the Journey Consideration Potential Content Options Buyer Activities Whitepapers Research Solutions Technical Specs Architect the Solution ROI Models Build a Business Case Product Cost Information Establish Budgets Implementation and Adoption Plans Integration information Awareness Consideration Purchase 17 息 2011 Forrester Research, Inc. Reproduction Prohibited
Content Mapping: Own the Journey Purchase Potential Content Options Buyer Activities Features and Options Evaluate Vendors Competitive Comparisons Shortlist Vendors ROI Examples Proofs and Pilots Customer References Negotiate Deployment Options Price and TCO Examples Awareness Consideration Purchase 18 息 2011 Forrester Research, Inc. Reproduction Prohibited
An example journey Awareness Interest Evaluation Research Case Studies Analyst Reports White Papers Testimonials Data Sheets Webcasts w/ Blogs ROI Analysis Customer Videos / Podcasts Seminars / Events Why Planview Solution White Webcasts Tailored Demos Papers Events Demo Webcasts References Building the Relationship at Every Step Nurturing is an Essential Part of the Journey 19 息 2011 Forrester Research, Inc. Reproduction Prohibited 息 2012 Planview, Inc. | 19
Thank You Peter ONeill +1 650. 581.3864, +49 (6)99.592.9839 poneill@forrester.com www.twitter.com/poneillforr www.forrester.com 20 息 2011 Forrester Research, Inc. Reproduction Prohibited
Peter ONeill, VP & Principal Analyst 33 years in the technology industry, including Advisor META Group (now Gartner) Marketer HP (HW, SW, & Services businesses) User Ford Motor Company Writes for and advises: Technology Marketing Professionals Research Focus: Field and international marketing Marketing content management 2012 Plans: Partner marketing Help field marketing professionals to leverage the digital marketing opportunity Advise vendors on new partnership/channel models for the cloudy industry Establish a better understanding of the lead-to-revenue management (L2RM) process and help marketers and marketing automatin vendors adopt the concept. 21 息 2011 Forrester Research, Inc. Reproduction Prohibited

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Forr marseilles june 2012 neutral

  • 1. Leave Your Competitors Behind With Better Marketing Campaigns Peter ONeill, Vice President, Principal Analyst Marseilles, June 27, 2012 1 息 2009 Forrester Research, Inc. Reproduction Prohibited 2011
  • 2. Vendor-centric fulfillment marketing models dont work in todays market Todays empowered buyer controls when and how information is found and consumed, so tech marketers must configure their programs and content accordingly. 2 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 3. Agenda 1. Why tech marketing must become strategic 2. Understanding the buyers journey 3. Developing compelling marketing campaigns 3 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 4. Tech marketing is already adjusting to a new engagement model Old Market interactions based on offers Seller Buyer Offer Respond Fulfill O-R-F scales with media Source: May 07, 2008, Community Marketing: A New Discipline For Business Technology Marketers Forrester report 4 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 5. Forrester calls the new model need-match-engage From IT to business technology (BT) Old New Market interactions Market interactions based on offers based on needs Seller Buyer Seller Buyer Offer Need Respond Match Fulfill Engage O-R-F scales with media N-M-E scales with social media Source: May 07, 2008, Community Marketing: A New Discipline For Business Technology Marketers Forrester report 5 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 6. The customers journey ends with THEIR outcome Outcome Roll-Out Implement Select Plan Customers hard work starts after select. Customers routinely abandon plans after selection Scope Cloud-based, subscription solutions must prove themselves every month. Customer journeys are communal. Aware 6 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 7. And something else has changed Publish a blog Publish your own web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Conversa- Update status on a social networking site tionalists* Post updates on Twitter Post ratings/reviews of products or services Comment on someone elses blog Critics Contribute to online forums The Social Contribute to/edit articles in a wiki Technographics速 Collectors Use RSS feeds Vote for websites online ladder Add tags to web pages or photos Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Listen to podcasts Watch video from other users Spectators Read online forums Read customer ratings/reviews Read tweets Inactives None of the above Groups include people participating in at least one of the indicated activities at least monthly. *Conversationalists participate in at least one of the indicated activities at least weekly. 7 息 2011 Forrester Research, Inc. Reproduction Prohibited Source: April 28, 2010, Social Technographics速: Business Technology Buyers Forrester report
  • 8. 2011 adoption of social media behaviors by BT buyers US online adults, BT decision-makers, for any purpose* for business purposes 86% of business 23% Creators 32% technology buyers engage in Conversa- some forms of 31% tionalists 17% social activities while working. 33% Critics 46% Percentages include US online respondents who said that they 19% Collectors engage in selected social activities for 36% any purpose and BT decision-makers who said that they engage in selected social activities for business purposes 59% Joiners or for both business and personal 44% purposes. Base: 1,001 BT decision-makers 68% Spectators at firms with 100 or more 80% employees in the US and Western Europe *Base: US online adults 19% Inactives 14% Source: North American Technographics速 Online Benchmark Survey, Q2 2010 (US) and US And European B2B Social Technographics速 Online Survey For Business Technology Buyers, Q1 2011 8 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 9. 2011 BT Social Technographics速 by country France Germany UK US (N=98) (N=97) (N=112) (N=694) Creators 40% 40% 22% 31% Conversa- tionalists 23% 20% 14% 16% Critics 58% 56% 34% 45% Collectors 48% 52% 29% 33% Joiners 54% 42% 38% 43% Spectators 81% 75% 76% 81% Inactives 13% 16% 17% 13% Source: US And European B2B Social Technographics速 Online Survey For Business Technology Buyers, Q1 2011 9 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 10. Understand the buyers journey Solution MARKETING INTERACTIONS SOCIAL & DIGITAL INTERACTIONS SALES INTERACTIONS Need 10 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 11. Agenda 1. Why tech marketing must become strategic 2. Understanding the buyers journey 3. Developing compelling marketing campaigns 11 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 12. More multi-touch, multi-target marketing in 2012 No one influencer has more than 30% of 30% the total power through the purchase process Average number of different sources used 7.6 through out the purchase funnel The ratio of find on their own, what we 3:1:1 can send them, and what sales can deliver, in the overall mix Source: Tech Marketing Navigator 12 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 13. Tech marketing organizations must think beyond lead generation Customer Lead Lead Sales Awareness Revenue retention and Revenue origination nurturing process expansion Lead-to-revenue management (L2RM) 13 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 14. Execute to improve conversion ratios Opportunity Customer Inquiry Customer Lead Lead Sales Initial Retention & Awareness Marketing Ready Lifecycle Origination Nurturing Process Revenue Expansion Revenue Sales-Ready Deals won Average conversion ratio 35% 32% 6% The numbers to beat! for the tech industry 14 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 15. Agenda 1. Why tech marketing must become strategic 2. Understanding the buyers journey 3. Developing compelling marketing campaigns 15 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 16. Understanding your buyers by defining personas Cynthia Ianato Role and Tenure Personal Profile Chief Information Officer . Key Issues & What makes the Responsibilities job hard What makes the job fun 16 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 17. Content Mapping: Own the Journey Consideration Potential Content Options Buyer Activities Whitepapers Research Solutions Technical Specs Architect the Solution ROI Models Build a Business Case Product Cost Information Establish Budgets Implementation and Adoption Plans Integration information Awareness Consideration Purchase 17 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 18. Content Mapping: Own the Journey Purchase Potential Content Options Buyer Activities Features and Options Evaluate Vendors Competitive Comparisons Shortlist Vendors ROI Examples Proofs and Pilots Customer References Negotiate Deployment Options Price and TCO Examples Awareness Consideration Purchase 18 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 19. An example journey Awareness Interest Evaluation Research Case Studies Analyst Reports White Papers Testimonials Data Sheets Webcasts w/ Blogs ROI Analysis Customer Videos / Podcasts Seminars / Events Why Planview Solution White Webcasts Tailored Demos Papers Events Demo Webcasts References Building the Relationship at Every Step Nurturing is an Essential Part of the Journey 19 息 2011 Forrester Research, Inc. Reproduction Prohibited 息 2012 Planview, Inc. | 19
  • 20. Thank You Peter ONeill +1 650. 581.3864, +49 (6)99.592.9839 poneill@forrester.com www.twitter.com/poneillforr www.forrester.com 20 息 2011 Forrester Research, Inc. Reproduction Prohibited
  • 21. Peter ONeill, VP & Principal Analyst 33 years in the technology industry, including Advisor META Group (now Gartner) Marketer HP (HW, SW, & Services businesses) User Ford Motor Company Writes for and advises: Technology Marketing Professionals Research Focus: Field and international marketing Marketing content management 2012 Plans: Partner marketing Help field marketing professionals to leverage the digital marketing opportunity Advise vendors on new partnership/channel models for the cloudy industry Establish a better understanding of the lead-to-revenue management (L2RM) process and help marketers and marketing automatin vendors adopt the concept. 21 息 2011 Forrester Research, Inc. Reproduction Prohibited