This presentation summarizes how to do effective demand generation for content management solutions.

1. aiim.org
©
AIIM
2013
#AIIM
The
Global
Community
of
Informa6on
Professionals
The
New
World
of
Marke6ng
and
Sales
How
to
grow
your
business?
New
research
from
AIIM’s
100,000
community
members
Atle
Skjekkeland
Chief
Opera6ng
Officer
AIIM

2. aiim.org
©
AIIM
2013
The
Educated
Buyer
“A
recent
Corporate
Execu8ve
Board
study
of
more
than
1,400
B2B
customers
found
that
those
customers
completed,
on
average,
nearly
60%
of
a
typical
purchasing
decision—
researching
solu8ons,
ranking
op8ons,
seHng
requirements,
benchmarking
pricing,
and
so
on—before
even
having
a
conversa6on
with
a
supplier”
Implica8ons?
You
need
to
engage
new
customers
before
the
requirements
are
set.
Source:
hPp://hbr.org/2012/07/the-­‐end-­‐of-­‐solu8on-­‐sales/ar/1

3. aiim.org
©
AIIM
2013
The
Importance
of
Business
Leaders
“While
overall
corporate
tech
spending
is
up
by
17
to
20%
in
our
latest
data,
spending
by
IT
departments
is
flat
at
best.”
“It's
business
leaders,
not
their
IT
colleagues,
who
are
driving
purchasing
decisions”
Ensure
your
solu8on
is…
• Simple
• Scalable
• Safe
• Secure
• Sustainable
• Sexy
Source:
hPp://blogs.hbr.org/cs/
2011/07coming_to_terms_with_the_consu.html

4. aiim.org
©
AIIM
2013
Provide
New
or
Unique
Insights
Provoca6on-­‐Based
Selling:
– Compels
project
investments
outside
an
exis8ng
budget
– Challenges
the
prevailing
point
of
view
– Addresses
unacknowledged
angst
– Targets
strategic
problems
– Begins
with
the
business
case
and
then
provides
technical
proof
– Starts
an
execu8ve-­‐level
dialogue
– Uses
an
insigh]ul
hypothesis
to
provoke
a
response
– Is
proac8ve
in
leading,
and
forcing
issues
out
Source:
hPp://hbr.org/2009/03/in-­‐a-­‐downturn-­‐provoke-­‐your-­‐customers/ar/1

5. aiim.org
©
AIIM
2013
Four
Changes
in
Marke6ng
1. The
Buyer’s
Journey
is
what
counts
–
Understanding
buying
roles
and
stages
cri8cal
§ Step
1:
First
awareness:
Educa8onal
whitepapers,
case
studies,
etc.
§ Step
2:
Possible
technologies
and
features:
Checklists,
templates,
etc.
§ Step
3:
Iden6fy
possible
providers:
Vendor
comparisons,
solu8on
briefs,
etc.
2. The
technology
has
changed
–
In-­‐bound
marke8ng,
nurturing,
mul8-­‐touch.
3. Exploding
op6ons
for
content
delivery
–
Videos,
podcasts,
blogs,
TwiPer.
4. Thought
leadership
counts
–
It’s
more
than
selling.
Source:
Sirius
Decisions

6. aiim.org
©
AIIM
2013
The
Old
vs
New
World
of
Marke6ng
Old
New
Prospects
get
their
informa8on
from
you
Prospects
get
most
of
their
informa8on
before
they
even
talk
to
you
Focus
groups
Analy8cs
One-­‐to-­‐many
One-­‐to-­‐one
Trade
shows
Niched
conferences
Presenta8ons
describe
YOU
Presenta8ons
that
educate
THEM
Single
use
analyst
white
papers
Mul8-­‐use
content
assets
Product
leadership
Thought
leadership
Mass
e-­‐mail
Segmented
and
automated
drip
Print
or
print-­‐like
delivery
Videos,
podcasts,
blogs,
ebooks

7. aiim.org
©
AIIM
2013
Step
1:
First
Awareness
What
informa6on
sources
do
you/did
you
use
for
becoming
aware
of
the
opportuni6es
with
content
management?
0%
10%
20%
30%
40%
50%
60%
Blogs
and
press
ar8cles
AIIM
website
and
publica8ons
AIIM
webinars
and
events
Trade
shows
Industry-­‐specific
associa8ons
AIIM
training
Vendor
sales
rep(s)
Analysts
Vendor
websites
Social
media
recommenda8ons
Consultants
N=213
non-­‐trade
• 88%
of
buyers
think
educa8onal
content
from
solu8on
providers
tell
the
buyer
what
they
offer,
not
necessarily
what
is
right
for
the
buyer
• Only
4%
of
buyers
think
their
industry-­‐specific
associa8on
providers
them
more
useful
informa8on
than
AIIM

8. aiim.org
©
AIIM
2013
Step 2: Necessary Technologies and Features
What
informa6on
sources
do
you/did
you
use
for
becoming
aware
of
necessary
technologies
and
features?
N=213
non-­‐trade
0%
10%
20%
30%
40%
50%
60%
70%
80%
Vendor
websites
Vendor
sales
rep(s)
AIIM
website
and
publica8ons
AIIM
webinars
and
events
Trade
shows
Consultants
Blogs
and
press
ar8cles
Analysts
Industry-­‐specific
associa8ons
AIIM
training
Social
media
recommenda8ons
• 66%
of
buyers
admit
that
they
never
respond
to
cold
calls
or
voicemails
from
sales
reps
wan8ng
to
sell
them
a
new
product
• 67%
would
be
more
likely
to
talk
to
a
sales
rep
a
friend
or
colleague
recommended
I
talk
to
them

9. aiim.org
©
AIIM
2013
Engage
and
educate
buyers
early
in
the
buying
cycle
Conclusions for Marketing Professionals?
1. First
awareness:
– Change
the
game
by
engaging
new
customers
at
the
beginning
of
the
buying
cycle
– Use
AIIM
as
a
neutral
3rd
party
for
brand
awareness
and
name
acquisi8on.
– Educate
the
customer
with
real
educa8onal
content,
not
sales
pitches
2. Possible
technologies
and
features:
– Nurture
the
leads
with
educa8onal
webinars,
whitepapers,
etc.
3. Iden6fy
possible
providers
– Document
how
your
solu8on
meets
the
customers
requirements
with
solu8on
briefs,
vendor
comparisons,
etc.

10. aiim.org
©
AIIM
2013
Engage
and
educate
buyers
early
in
the
buying
cycle
Conclusions for Marketing Professionals?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
General
educa8on
about
opportuni8es
with
content
management
Understand
possible
solu8ons
Determine
our
requirements
Formal
training
in
ECM
techniques
Implement
a
solu8on
Procure
a
solu8on
None
of
these
Do
you
use
AIIM
to
help
you
with
the
following?
(check
those
that
are
significant)
N=213
non-­‐trade
• 81%
of
buyers
are
looking
to
AIIM
for
educa8on
about
opportuni8es
with
content
management,
and
68%
are
looking
to
AIIM
to
understand
possible
solu8ons
• Don’t
just
rely
on
your
own
educa8onal
content!
57%
of
buyers
think
educa8onal
content
from
solu8on
providers
are
sales
pitches,
not
really
educa8onal.

11. aiim.org
©
AIIM
2013
The
New
Role
of
Sales
Professionals
According
to
a
global
study
of
sales
rep
produc8vity
among
6,000
reps
across
nearly
100
companies
by
the
Sales
Execu8ve
Council:
Every
sales
professional
falls
into
one
of
five
dis8nct
profiles.
• Rela8onship
Builders
• Hard
Workers
• Lone
Wolves
• Reac8ve
Problem
Solvers
• Challengers
The
best
sales
professionals
are
Challengers,
not
Rela8onship
Builders.
Source:
hPp://blogs.hbr.org/cs/2011/09/selling_is_not_about_rela8o.html

12. aiim.org
©
AIIM
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Provide
New
and
Unique
Insights
What
are
the
two
biggest
factors
that
would
make
you
amenable
to
a
discussion
with
a
sales
representa8ve
from
a
non-­‐
incumbent
at
any
8me
in
the
cycle?
(Max
TWO)

13. aiim.org
©
AIIM
2013
The
Educa6onal
Sale
Source:
Sirius
Decisions
/
AIIM
1.
Iden8fy
and
Engage
Prospect
2.
Provide
New
or
Unique
Insights
3.
Demonstrate
Importance
4.
Educate
Customer
About
Their
Needs
5.
Show
How
Your
Solu8on
Meets
Their
Reqs
Sales
role
Domain
Expert
Strategic
Orchestrator
Risk
Alleviator
Sales
phase

14. aiim.org
©
AIIM
2013
Engage
and
educate
buyers
early
in
the
buying
cycle
Conclusions for Sales Professionals?
• Turn
sales
professionals
into
domain
experts
– The
entry-­‐level
should
be
the
AIIM
ECM
Prac88oner
program
and
examina8on
www.aiim.org/training
– Start
the
journey
towards
the
Cer8fied
Informa8on
Professional
designa8on
www.aiim.org/cer8fica8on
• Provide
customers
with
new
and
unique
insights
– Leverage
AIIM
research
to
engage
customers
www.aiim.org/research
– Use
AIIM
Sales
Enablement
training
for
proac8ve
solu8on
selling
www.aiim.org/training

15. aiim.org
©
AIIM
2013
Feedback
“Kofax
uses
AIIM
as
a
strategic
partner
for
assessing
the
market,
crea8ng
customer-­‐facing
content
and
engaging
prospec8ve
and
exis8ng
users
of
content
technologies
and
solu8ons
worldwide.
As
the
market
moves
towards
smart
process
and
content
solu8ons,
it
is
essen8al
that
we
be
closely
associated
with
the
opinion
leaders
in
the
area
of
content
and
related
systems
of
engagement.
AIIM’s
staff
provide
us
with
that
insight,
and
their
programs
support
our
corporate
and
product
strategy”.
Martyn
Chris6an,
Chief
Marke6ng
Officer,
Kofax,
Inc.
"AIIM
has
a
unique
perspec8ve
on
all
things
Content.
Technology,
trends
and
customer
adop8on
paPerns
are
changing
so
rapidly
that
it
is
becoming
impossible
to
keep
on
top
of
what
is
important
to
us
-­‐
how
will
our
customers
adopt
new
technology
in
applying
content
to
their
business.
AIIM
has
the
community
reach,
interac8on
with
vendors
and
ability
to
ask
the
ques8ons
that
maPer,
which
has
allowed
us
to
understand
how
content
will
be
deployed,
who
will
be
responsible
and
how
does
it
apply
to
cri8cal
business
processes
in
the
enterprise.
No
one
else
has
been
able
to
provide
this
industry
perspec8ve”.
John
Newton,
Chairman
and
CTO,
Alfresco
“AIIM
is
a
highly
respected
leading
source
of
informa8on
and
a
great
organisa8on
that
can
be
used
to
build
out
your
network
in
the
informa8on
management
space.
Workshare
relies
on
AIIM
for
qualita8ve
and
quan8ta8ve
data
on
trends
in
the
market
based
on
comprehensive
research
among
end
users
that
we
know
we
can
trust.
The
AIIM
event
series
con8nues
to
help
us
build
a
tangible
sales
funnel
as
it
is
aPended
by
end
users
that
are
looking
for
solu8ons,
advice
and
best
prac8ces.”
Ali
Moinuddin,
CMO,
WorkShare

16. aiim.org
©
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2013
Want
more
informa6on?
§ For
North
America:
§ Joe
Ryan
at
jryan@aiim.org
§ Amy
Michalski
at
amichalski@aiim.org
§ For
Europe:
§ Chris
Fenton
at
cfenton@aiim.org
"If
you
work
with
your
organiza8on’s
informa8on
or
collabora8on
resources
and
technologies,
you’ll
surely
find
AIIM
a
treasure
trove
of
resources."
Andrew
McAfee,
Professor
and
author,
Enterprise
2.0
and
Race
Against
the
Machine