Show me the Leads
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What providers need to know about the way users buy in this economy and the tangible ways that AIIM can move them up the purchase continuum
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Show me the Leads
- 1. Help me make the case for document management in challenging times … and show me the leads!
- 4. Gartner predicts worldwide IT spending will dip to $3.2 trillion in 2009, a 3.8% decline from 2008 revenue of $3.4 trillion.
- 6. agree or disagree? “The acceptable length of time to implement a project has been significantly cut.” 41% agree Making the Case for Document ©2009, AIIM N=360 Management in Challenging Times
- 7. agree or disagree? “Capital requests are much more difficult to get approved than last year.” 69% agree Making the Case for Document ©2009, AIIM N=360 Management in Challenging Times
- 8. agree or disagree? “Only those projects that can demonstrate positive hard dollar returns THIS YEAR are being approved.” 69% agree Making the Case for Document ©2009, AIIM N=360 Management in Challenging Times
- 9. 60% Most important 50% business driver 40% 30% Cost/Efficiency 20% Compliance/Risk Customer Service 10% 0% All respondents (476) 2004 2005 2006 2007 2008 2009 AIIM 2009 State of the ECM Industry ©2009, AIIM N=476 survey
- 10. What would I do if I were in your shoes?
- 12. Excellent How Good effective is Fair your marketing Poor strategy? 0% 10% 20% 30% 40% 50%
- 13. Think Differently About Marketing 4. World Survival • Who do you want them to think you are? • Get to know your customers and their pain points • Realize that “no decision” is your biggest competitor • Play where your customers play • Apply lead generation analysis and recognize that sales and marketing are two different things
- 14. Get your web site right.
- 17. Focus.
- 18. Think about the following processes that could be significantly automated using document management and scanning/capture technologies. Please check off the THREE that would have the MOST value to your organization. Making the Case for Document ©2009, AIIM N=139 Management in Challenging Times
- 19. 1. Budgeting 10.Help desk 2. Invoice processing 11.Performance reviews 3. Processes particular to 12.Travel requests our industry 13.New account setup 4. Billing and shipping 14.New hire processes consolidation 15.Policy compliance 5. Order processing 16.Sarbanes-Oxley 6. Expense reports compliance 7. Purchase requisitions 17.Lead management 8. Time sheets 18.Leave requests 9. Capital appropriation 19.Proposal generation requests Making the Case for Document ©2009, AIIM N=139 Management in Challenging Times
- 21. Stds conformance/5015.2 14% SaaS availability 4% Open source 5% Module integration 25% Match to business 23% Breadth of functionality 24% Reliability of software 30% Integration/ent systems/CRM/ERP 46% Integration/content/CMIS 21% Ease of implementation 42% Ease of use 60% AIIM 2009 State of the ECM Industry ©2009, AIIM N=462 survey
- 22. Changes toward Simplicity… • Product focus→Platform focus • Technology focus→Application focus • Structured and limited→ad hoc and ubiquitous • Centralized content creation→Decentralized • High cost per seat→Low cost per seat • Complex solutions →Portable solutions • Transactions →Collaboration
- 23. What users Want “They [mainstream users] want technology to enhance, not overthrow, their existing ways of doing business. And above all, they do not want to debug somebody else’s product. By the time they adopt it, they want it to work properly and to integrate appropriately with their existing technology base.” Geoffrey Moore, Crossing the Chasm
- 24. Find the Crowd and stand out from it.
- 25. AIIM Web Traffic up 41%
- 26. AIIM UK Webinar Registrants
- 29. • A We engage with this community every day with: We’re not trying to build a community of – webinars ECM – 6 industry research studies practitioners, w – Monthly enewsletter – instructional wall posters e ARE the – Custom research/whitepapers community of – 1 magazine with 6 issues per ECM year including the digital edition practitioners – searchable online Buyers Guide is FREE to members
- 30. • A – Leads, leads, leads? – Credibility? – Market Positioning? How best to achieve this: What is your main objective? – Tell your story? – Focus on unique applications? – A neutral thought leader opinion?
- 33. Lead Generation Under the Covers
- 34. From a recent AIIM UK webinar: March 2009 “How DITA and SharePoint Maximize Content Re-use” Totals and • Leads with full contact details = 210. highlights? • Questions submitted during live event = 42 • Cost per lead = £19 (most vendors accept £35 as great)
- 35. From a recent Infonomics enewsletter to AIIM UK/Europe Members The feature invited readers to download an ebook Totals and • Leads with full contact details = 97. highlights? • Cost per lead = £10
- 36. Who are these potential customers?
- 37. No more marketing as usual
- 38. Our goal is to take our B2B capability and move “up” the lead generation value chain. Org vertical Can cross tab and then drill down to the exact Org size individuals meeting desired Ind purchasing role characteristics. Ind title You can zero in and focus efforts on exactly the right prospects…by context, region, and other attributes
- 39. A Company that Gets it An integrated “Green ECM” Campaign 1. AIIM Webinar with hospital customer as lead speaker 2. Caught the attention of our Infonomics editor for our inaugural issue and Green theme 3. Premium sponsor of www.aiim.org/green-ecm 4. Custom content on green use within the ECM World 5. Another AIIM webinar on the new whitepaper 6. Brian Dirking blog on launch of website, date of webinar, and other green resources Unique leads from this campaign to date = 2,000