Slides and content from LinkedIn's TechConnect London event which was held on November 6th 2014 at Ham Yard Hotel, London.
Speakers included:
Bryan Glick, Editor-in-Chief, ComputerWeekly
Sumeet Vermani, Head of Paid and Earned Media, EMEA, Symantec
Nicholas Spyer, Seniore Director and GM EMEA, Social.com
Simon Morris, Director of Demand Marketing, Adobe
2. Agenda
Registration and Networking Breakfast
Welcome and Opening remarks
Will Koch
Why the CIO is No Longer Your Only Target
Bryan Glick, Editor-in-chief, Computer Weekly
Pressures Facing the Modern Marketer and Working with Sales
Conversation featuring Sumeet Vermani, Symantec
LinkedIn’s Most Engaged Tech Brands
Will Koch & Jon Lombardo
Managing Content at Scale - Social.com
Nick Spyer
Break
Persona Marketing and Lead Nurturing
Simon Morris, Adobe
Marketing Panel featuring Bryan Glick, Simon Morris
Andrew Richardson, Sumeet Vermani
Closing Remarks
8.30am - 9.00am
9.00am - 9.10am
9.10am - 9.30am
9.30am - 9.55am
9.55am - 10.15am
10.15am - 10.30am
10.30am - 10.45am
10.45am - 11.15am
11.15am - 11.45am
11.45am - 12.00pm
3. Nurturing the IT
Committee Lead
Is marketing helping or hurting?
Will Koch
Category Head, Technology Sector
4. 4
The IT Committee:
rapidly growing and influential
Who are they?
A diverse group of employees who
influence their company’s IT budget.
10+ million members globally
Growing 1.25x faster than general members
72% of the IT
committee
work outside
of IT.
decision makers outside of IT
include:
Operations
Finance
Sales
Marketing
6. Who is in market?
9 in 10 are in market for an IT
solution/s in the next 12
months
69%
47%
38%
31%
23%
90%
in market
38%
And what type of IT products and services does your company plan to acquire in the next 12 months?
7. 49%
50%
54%
7
Education with broad-themed, non branded
content is preferred
Most interested in non-branded /
non-sales focused content
More likely to consider an IT vendor who publishes content
about my industry and topics of interest
More favourable toward an IT Vendor who publishes
content about my industry and topics of interest
8. Expertise is mainly defined by references from others
Not necessarily on title or connections
% Who Believe Each Statement Defines an Expert
References from co-workers and other professionals in their field 70%
12%
11%
10%
8%
7%
24%
42%
50%
Published author or presenter in their field
Has an average of 7.4 years of experience
Manages a team
Has a Masters Degree or higher
Third Party scores (Klout, Kred, PeerIndex, etc.)
Other (Please specify)
Has 500 or more connections on LinkedIn
Is a Vice President or more senior
When you think of a technology subject matter expert (SME), what is the first thing that comes to mind? 8
Below you see some additional qualities a subject matter expert may have. Please select all the attributes below that are required to be a technology SME.
9. £
9
Nurturing leads through content is vital because
most are not ready to talk to sales
The average IT Committee
member needs to consume
7 pieces of content before they
are ready to talk to a sales rep.
5
6 7
4 3 2 1
10. 55%
of the IT Committee provides fake
information when they complete a
lead capture form
A Lead Capture form is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or registers for a
webcast they have held. Is the information you provide on Lead Capture forms truthful?
10
The IT Committee is anxious about gated content
resulting in false leads – especially among those in market
11. So don’t lose them by gating content too early or too often
% less likely to consider a vendor (among in-market IT Committee)
39% 74%
When gating FIRST piece of content When gating ALL content
12. 12
Marketer Implications
The IT Committee is a diverse audience, and 90%
will influence a purchase in the next year
Broad themed or non-branded content is the most
useful; use your ‘experts’ and employees to
distribute content
Customers consume 7 pieces of content before
speaking with sales
Gate content with caution !
14. The age of IT complexity is over
What do you mean,
“it’s complicated”
– I can do all this for free???
15. The forces driving technology adoption
Commoditisation is the
catalyst for innovation
• Disruption occurs on
commoditisation, not
invention
• Steam, electricity, cars, PCs,
smartphones…
Commoditisation of IT is
inevitable & well advanced
• Internet =
commodity communications
• Consumerisation =
commodity user devices
• Cloud =
commodity computing power
• Big data =
commodity information
This is the digital revolution
•A platform for
unprecedented innovation
16. The forces driving technology adoption
RETAIL
Massive disruption
caused by commoditised
digital technology;
growth of online/mobile
HMV; Blockbuster; Comet;
and many others
MEDIA
Arguably, the most
disrupted sector of all
(so far)
Traditional media models
broken by commoditisation
of digital technology such
as internet / cloud
BANKING
Struggling to move
ageing technology into
digital age; ripe for
major disruption
post-crash
GOVERNMENT
thoroughly undisrupted;
inertia-bound; no
competition; massively
regulated - so they
formed their own
“startups” to disrupt
Whitehall IT
17. Innovation or disruption?
Technology
fragments markets
New entrants build new
services on commodity /
cloud infrastructure, without
restrictions of legacy IT
Massive growth of
customer choice
Commoditisation leads
to new higher-order
products and services
Innovation thrives
Incumbents – the
slow-to-react,
inertia-bound ones
Low to zero cost for – are the losers
startup / small
business
technology
Reduction /
elimination of
barriers to entry
18. What does this mean for IT decision-makers?
Bring IT / digital skills closer to the
business/customer
More flexible / responsive IT needed
• Don’t want business decisions to be affected
by technology or contractual limitations
• More execs involved in decisions – more
autonomy for LOB managers to make own
decisions
HR
Sales OPS
But IT leader is still involved IT
Facilities
• Suppliers involved much later in decision
process
• IT team becoming more architecture /
advisory / guidance
The “command and control” IT
department is dead
• Digital change is unstoppable and inevitable
19. What does this mean for their IT suppliers?
A different conversation is needed, from:
CIO: “These are my business needs”
Supplier: “Great! Here are my products!”
Market leaders turning to SMEs / tech
startups for ideas
John Lewis, Barclays, Unilever, Diageo,
Citi, all setting up startup accelerators /
liaison
Traditional players seen to
be lacking innovation and
stuck in old business
models
Digital increasingly
bringing a “just do it”
approach to IT that often
excludes
suppliers/consultants
More transactional
purchases are likely –
eg, cloud
Listen; be open;
“our needs not
your products”
20. Any questions?
Bryan Glick, Editor in chief, Computer Weekly
bglick@techtarget.com | @bryanglick
21. The
PRESSURES
Faced by the Modern Marketer
Conversation with Sumeet Vermani, Symantec
23. Most engaged tech brands, September 2014 (UK)
• Most Engaged Tech Brands for September. Ranking combines engagement levels for Company
Updates, Sponsored Updates, Employee Shares, Influencer and Employee Posts and Groups
24. “We often think the internet enables you to do
new things, but people just want to do the same
things they’ve always done.”
Evan Williams
Blogger, Twitter, & Medium
30. We’re helping you to nurture data-driven buyers
Top types of information sought in each stage of the IT decision-making process
AWARENESS SCOPE PLAN SELECT IMPLEMENT
Product / solution demo / software trial
Best practices, how-tos, checklists
IT industry news / strategy info
Diagnostics or assessment tools
31. How they search
119
1264
383
Search
Pricing
Home
Features
Total Visitors
14,570
12,804
32. How they buy
Pricing Page vs. Home Page - Correlations
High Tech Sector Followers
High Tech Sector Followers
CXO
CXO
Business Operations
Business Operations
Pricing
Home
34. LinkedIn Members in the IT Committee segment are talking
about a diverse set of professional topics
Top Trending Topics (October 2014)
cloud computing
online advertising
employee engagement
business intelligence
web marketing
Example Articles per Trending Topic
• Gartner Identifies the Top 10 Strategic Technology Trends for 2015 :
gartner.com
• Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts
: nytimes.com
• The cookie is dead. Here’s how Facebook, Google, and Apple are tracking
you now : venturebeat.com
• There’s Something Going On In L.A. : techcrunch.com
• Here’s Why Good Employees Quit : linkedin.com
• 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com
• Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com
• Create a Strategy that Anticipates and Learns : blogs.hbr.org
• 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes :
forbes.com
• Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A
Business : techcrunch.com
41. Tech Connect London
Nicholas Spyer
GM EMEA, Social.com
nspyer@salesforce.com
42. Safe Harbor
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43.
44. The future of marketing is
the 1:1 customer journey.
49. Do you know who your
customers are?
Where are they
in their journey?
Are you engaging and
moving them along
the journey?
Are you measuring
the impact on your
business goals?
Four Questions
50. Customers Now Expect Relevant 1:1 Experiences
Connected
Customers
Product Mobile Social Web Email Store Community
Connected
Brands
Connected
Experiences Stadium
51. Customers Are on a Journey with your Brands
Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Download App Mobile Opt-in
Contact Customer
Support
Evangelize on
Facebook
Support Issue
Resolved
First Purchase
52. Journeys are strongly
correlated with business outcomes.
*Transforming Customer Experience: From Moments to Journeys, 2013
+36%
Customer
satisfaction
+19%
Likely to
stay/renew
+28%
Willingness to
recommend
+33%
Less likely to
cancel/churn
55. Direct Sponsored Updates
Reach your target audience directly without publishing to all of your followers.
Multi-variant test the right message to the right people, in the feed.
56. LinkedIn Advertising at Salesforce
Lead Form Conv. Rate
15%
18x
Better CTR with
Sponsored Updates
Identify highly
targeted
audiences to
drive leads and
revenue.