IDC Business Value Practice

2© IDC |

IDC uses cases can be applied across the end-to-end business lifecycle

• Guide Investment• Shape Portfolio• Focus Industry Strategy• Assess Partner Ecosystem

Where is our opportunity?

Custom Analytics, Buyer Behavior

• Build account roadmaps• Engage in outcome-based

conversations• Educate sellers/partners• Identify, evaluate and

recruit partners

How dowe activate sales?

Partnering, Sales Enablement

• Tailor messages to audience• Create marketing assets• Prioritize offerings by vertical• Position partner outreach and

content

What willInfluence the market?

Thought Leadership, Business Value, Licensed & Customized Content

Plan Market Sell

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IDC can help wherever you are in your journey

Confirm Taxonomy & Definitions Identify

Source Data

Develop Process for Deliverables Creation

Validate Input Data and Forecasts

Iterate with Client on Model

Final Deliverable

Plan Market Sell

Assess the market

• Custom Market Models

• Market Share & Competitive Analysis

• Vertical analysis

• Spending Guides

• Due Diligence & Investment Analysis

Know Your Customers

• Quantitative primary research

• Focus groups

• Brand equity index

• Customer Personas

• Gap analysis

• Market simulator

Build Awareness

• Existing Research

• Guest Blogs

• Analyst Videos

• Infographics

• Webcasts / Speaker Engagements

• InfoBriefs

• Press Support

Generate & Nurture Leads

• Custom Research

• Spotlights

• iViews / White Papers

• Lead Gen Assessment Tools

• Multimedia

• E-books

• Partner Marketing

Support Decisions

• Business Value Research

• BV Case Study

• ROI / BV White Paper

• Business Value / ROI Calculators (Snapshot Tools)

• Business Value Selling Tools

Engage the Right Channels

• Partner Program Validation

• Channel Industry Best Practices

• Competitive Channel Insights

• Routes to Market Segmentation & Profitability Analyses

Enable & Educate Sellers

• Market Education Workshops

• Buyer Conversation Guides

• Partner Enablement Success Guides

• Online & Video Tutorials

• Interactive Selling Tools

Custom Analytics

Buyer Behavior

Licensed & Customized

ContentPartnering

Sales Enablement

Thought Leadership Business Value

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4© IDC |

Did You Know That in 2018…

of new revenue growth was driven by IT initiatives2.5

Of companies use customer experience to measure the performance of their investments in emerging technologies

8.51 %

38 of all technology spend was on Digital Transformation

% 66of all firms have deployed IT Initiatives in support of Digital Transformation

%

%1

5© IDC |

This rapidly changing IT buyer environment requires a different marketing and sales approach

Buyers have changed What it means to you

43% more stakeholders are business buyers vs. IT

Consumer driven thinking

DX Mindset – what are the business outcomes?

75% are making long termdecisions + risk adverse

There are multiple customer personas to sell to

More clients require custom solutions

Marketing should focus on business outcomes

Sellers need to demonstrate compelling ROI

6© IDC |

What We Offer

Technology ResearchFuture Enterprise

Industry Vertical Research& Use Case

Licensed and Customized Content

Thought LeadershipCustom Research & Analysis

Business ValueCustom Research & Analysis

Smart Content Production + Performance Marketing Insights + IDG Partnership(IDG can help reach a targeted audience and drive engagement with IDC content through media promotion,

content syndication and social activation campaigns.)

Awareness Consideration Purchase

Approach 1 Approach 2 Approach 3

7© IDC |

Business Value – Custom Research

Quantify the Value of Your Solution

Business ValueResearch

ROI Analysis

Build Awarenessand Engage Buyers

ExecutiveSummary

Business SummarySnap Shot

Analyst Videos/ Webcast

CommunicateValue

Business ValueWhite Paper

InfoBrief /Infographic

BV Snapshot Tool / Lead Gen Tool

Walk Buyers Through a ROI Validation Process

Interactive Selling Tool

Buyer ConversationGuides

Video Tutorialsfor Sales

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Business Value Samples

BV White Paper BV Snapshot BV Snapshot LeadGen Tool

9© IDC |

Creates a two-way dialogue

Encourages the customers’ active engagement

Customer receives real-time, hyper-relevant results they care about

Gathers customer intelligence for targeted follow on conversations

Customize and Personalize the Experience with Interactive Content

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BV Snapshot Lead Gen ToolTransform IDC research into an interactive lead generation tool

Launch page

Answer 5 questions

Register & results preview capture lead data send to sponsor CRM

system

Personalized BV snapshot

11© IDC |

Business Value Interactive ContentEngage target audience through an interactive, personalized experience

Assessment Launch Page• IDC/Sponsor branding and image, welcome and

assessment introductionAssessment• ~ 5 questions, based on research

Results Page • assessment results/scoring, graphics, essential

guidance and next stepsPersonalized Report (1 page summary)• emailed to prospect upon registration

Capture leads• CRM integration, if requested

Landing Page• IDC/ Sponsor branding and image, sales registration

instructionsAssessment• 20-40 questions, multi tab (based on research)Product Selection Menu• recommended Sponsor solutions based on

assessment inputs, results and firmographicsCompelling Business Case• assessment results, graphics, sponsor specific content

relating results to Sponsor offerings; emailed or viewed on screen for sponsor sales reps and partners (if applicable) to review and discuss with clients

BV Snapshot Lead Gen Marketing ToolsWeb-based, customer facing, self-service quick assessment

Interactive Selling ToolsOne to one engagement between sales and customers

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Business Value Interactive Selling ToolsTies your product solutions to business outcomes

Benchmarking Personalized Business Case Report

Gated Access

Calculators

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Integrate Your Business Value Program from Thought Leadership to Field Enablement

Interactive Selling Tools& Enablement Programs

Third PartyCustom Research

Lead Campaigns

Inside Sales

Lead Gen Tool

• Thought leadership content• Business value content

• Social media and content marketing campaigns

• Quick assessment and report for prospects• Marketing leads captured

• Follow up and lead qualification• Guides to campaign pages

• Sales “automate the conversation”• Workshop / events• Partner enablement

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3

4

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5 Best practices for Developing a Business Value-Based Digital Strategy

1

5

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3

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Quantify the value of key elements of digital transformation –develop your unique compelling value story

Elevate the customer experience – develop assets that reach all buyer personas (IT, LoB, Procurement…)

Automate the sales process – sales to pivot conversation to business outcomes

Integrate your program – develop end to end digital programs to exploit assets

Focus on business outcomes – develop a message to position your products/services to target the business buyer

© IDC

linkedin.com/company/idc blogs.idc.comtwitter.com/idcIDC.com

For More InformationMatthew Mardenmmarden@idc.com