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Content is king
Matthew Smith, Vice President, IDG Connect, Europe
Jeremy Bevan, Vice President of Field Marketing, Novell EMEA
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Jeremy BevanVice President, Novell EMEA Field Marketing
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Making IT Work As One™
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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
$
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...Not all leads fit the same treatment
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...Are we planning the right way ?
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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%
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Almost always working to help build the business case
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The use of marketing content in IT investment decisions -Overcoming the age of discontent
Matthew Smith - VP IDG Connect Europe
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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
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The 5 Stages of the Buying Process
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Auditing Content through Market Fusion
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Client A: - Leading Software Supplier with established assets
Audio
Document
Podcast
Tool
Video
Webcast
Key
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Client B – Virtualisation provider – Strong Global brand and large library of assets
Audio
Document
Podcast
Tool
Video
Webcast
Key
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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
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Start...
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