1 / 18

Community Insight for Marketing Technology Procurement

Community Insight for Marketing Technology Procurement. Russell Rothstein, IT Central Station Keith Burrows, Lattice Engines Andrea Ward, Oracle Roland Smart, Oracle Oracle OpenWorld - September 30, 2014. Russell Rothstein @RussRothsteinIT CEO and Founder IT Central Station.

conway
Download Presentation

Community Insight for Marketing Technology Procurement

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Community Insight for Marketing Technology Procurement Russell Rothstein, IT Central Station Keith Burrows, Lattice Engines Andrea Ward, Oracle Roland Smart, Oracle Oracle OpenWorld - September 30, 2014

  2. 9/30/2014

  3. RussellRothstein @RussRothsteinIT CEO and Founder IT Central Station Andrea Ward @awatpa VP of Marketing Oracle Marketing Cloud Keith Burrows @DemandGenMaven Senior Director of Alliances and Partnerships Lattice Engines Roland Smart @rsmartly VP of Social and CommunityMarketing Oracle Technology Network 9/30/2014

  4. We’ll answer the following questions (among others): 1 How have online communities changed the ways in which marketers evaluate and buy IT? If you’re a marketing technology decision-maker, how can you use community knowledge to make better IT decisions? If you’re a decision-maker, how should you balance different opinions about competing solutions? For instance, a community of end-users might have different product opinions than your own employees. 2 3 9/30/2014

  5. The BigShift Practitioners have gained more and more influence in the software acquisition process. 9/30/2014

  6. Third-party as well as owned communities help the marketing technology buyer…Do product research, validate assumptions and promises, and have honest conversations. 9/30/2014

  7. 80% "80% [of B2B technology buyers] use vendor support forums or discussion forums on vendor or brand websites.""Over 40% of business technology decision-makers indicate that support forums, discussion forums, and professional social networks influence them throughout their online journey." 40% Sources: forrester.com/The+Social+Behaviors+Of+Your+B2B+Customers/fulltext/-/E-RES99721 + blogs.forrester.com/kim_celestre/12-11-28-jump_start_your_online_community 9/30/2014

  8. Q: If you’re a marketing technology buyer, what tangible value do you get out of using peer-to-peer resources such as IT Central Station (which you’ve previously called the “Yelp of IT”)? 9/30/2014

  9. Other External Communities Include: 9/30/2014

  10. Q: How do a vendor’s community members help a technology buyer make better IT decisions? 9/30/2014

  11. Helping you and your practitioners understand a product’s record of innovation 9/30/2014

  12. Helping your employees become better at their jobs over the long term 9/30/2014

  13. Q: If you’re a marketing technology buyer, how do you balance competing advice and feedback (from your direct colleagues, frontline employees, third-party reviewers, etc.)? 9/30/2014

  14. 2013 LinkedIn/ComScore Study on Software Buyers • “Not all IT Committee members are senior level. Individual contributors and managers account for 50% of the IT Committee.” • 39% Manager reporting to an executive • 12% Individual contributor • 23% Senior-most decision-maker • 26% Executive Source: “The Social Bridge to the IT Committee.” LinkedIn/ComScore/Starcom MediaVest Group/Mashwork study. https://bitly.com/1Dm1Miy 9/30/2014

  15. Many Stakeholders, Many Competing Voices INTERNAL EXTERNAL Community Evangelist: Claims that product provides an effective one-stop marketing system. Marketing Director: Needs investment to wrangle fragmented customer data Third-Party Reviewer: Recommends that you patch together point solutions instead. IT Exec: Needs to cut year-over-year spend by 10% 9/30/2014

  16. Thanks! Other Questions?Roland: @rsmartlyAndrea: @awatpa Russell: @RussRothsteinITKeith: @DemandGenMaven 9/30/2014

  17. How Do Buyers and Marketers Think About Community? 9/30/2014

More Related