DATA DRIVEN B2B MARKETING

Assaf TarnopolskyLinkedIn Marketing Solutions

Asia

Connect the world’s professionals

to make them more productive

and successful

LinkedIn’s Mission

450M +MEMBERS GLOBALLY

100M +MEMBERS IN APAC

Agenda

Data-driven B2B marketing• What is it?• Why is it relevant to us?• What are you doing today?• Where do you want to be, and why?• What are your prospects doing?• Buying a Car – 1996 vs 2016• The Buyer’s Journey – a close look at Technology purchase decisions• Case Studies

Definitions

새로운도전

Hyundai Accent -- 1996 vs. 2016

Pieces of content are consumed before a purchasing decision is made

Your customers are ALWAYS-ON….

So always-on content is vital to influencing decisions

Source: Zero Moment of Truth Study, Google

18

A huge shift is under way. Boundaries are blurring in many dimensions — not just between IT leaders and their business colleagues... IT strategy and business strategy are no longer

separate; they have become inseparable.

Why the Tech Committee matters?

Source: Accenture Technology Vision 2014; http://www.accenture.com/microsites/ittechnology-trends-2014/Pages/tech-vision-report.aspx

19

ITDMMultiple titles with:• Budget• Purchase authority• Influence

OperationsFinanceSalesMarketing HR

The Tech Buying Committee: Then

20

The Tech Buying Committee: Now

OperationsFinanceSalesMarketing ITDM HR

Now all possess budget, purchase authority, and influence in tech buying

2121

Technology decision making is beyond the senior IT department

78%

of the Technology buying Committee works outside of IT

30% 61%

are individual contributors or managers

control part or all of the IT Budget

LinkedIn, Nurturing the IT Committee Research 2014: In which department do you work? In which of the following stages of IT decision-making are you currently involved?

Six Stages of Technology Buying*

Spec/FundVendor Choice

Implement Manage RenewIdentify Needs

2222

4-6 months 4-6 months 4-6 months 4-6 months 4-6 months 1-2 months

12 months+time involved in all stages of buying across hardware and software & services

Source: Andy Bartels, Forrester, “Understanding Shifting Technology Acquisition Patterns,” February 2014

And we looked at their ENTIRE journey

The Buying Cycle:It’s long, but well worththe trip

So who’s our tech buying committee?

EngineeringOperations

IT

Business Development

Purchasing

Support

Sales

Finance

Project Management

23

0%10% 20% 30%

40%50%

60%70%

80%90%

1

2

3

4

5

6

24

On average, 5.4 people are involved in today’s

B2B purchase decisions.

SOURCE: CEB/Motista 2013 B2B Brand Survey

Number of Group Members

Chance of Purchase

It’s Important because Group size matters

67%

2525LinkedIn, Nurturing the IT Committee Research 2014: How significant is the role education plays in the following types of decisions undertaken by your organization?

More likely to consider an IT vendor who educates me through each stage of the decision process

Educating throughout the purchase funnel makes generating leads more effective

2 to 4 distinct pieces of content ateach stage of the purchase journey

Content consumption happens at every stage.

26

So, what motivates this diverse group of decision-makers?

Proj. Mgmt. Finance Accounting

Top Factors Driving Willingness to Engage with Sales

IT Engineering Bus. Dev. Operations Purchasing Sales Support

Bases: N=32-598, recent technology buyers (last 3 months) in key functionsIn general, how important are the following factors in your willingness to engage with sales professionals and other employees of [technology type] vendors? 27

Subject Matter Expertise

Consultation/Education/Tools

Business Model

Costs/Business Impact

User Adoption

Know/Trust Product /Service

Tier 1 audiences Tier 2 audiences

28

Top reasons vendors make the short list:

Bases: Technology decision process participants (last 3 months) in 11+ person companies across 11 major markets who shortlisted a company that is “new” (i.e., their company never worked with it)

Subject Matter Expert-Consultation

Features-Functionality

Cost-Price-Terms

Quality-Reliability

References-Trust

29

Top types of information sought in each stage of IT decision-making process

Identify Needs Spec/Fund Vendor Choice Implement Manage Renew

IT industry news / strategy info1

Product / solution demo / software trial3

Best practices, how-to’s, checklists2

Earn more interest with a variety of content

Diagnostic / assessment tools4

30

Start with content about general industry topics, prioritized for your audience

Author or promote expert content on the direction and use of your industry’s products

Promote branded user reviews and case studies to drive consideration and selection of your company

1

3

2

Three types of education

31

Hours spent researching at each stage – Last 3 Months

Know when and where content engagement is most critical.

Base: N=583-631 recent technology buyers in 11+ person companies across 11 major markets – participating in each stage

7 7

16

7

16

7

Needs Specs Vendors Implementing Managing renewing

Top Resources Used

• Vendor website

• Blogs, forums, boards

• Technology media

• Social Media

• Webinars

32

40%

50%

60%

70%

80%

90%

Needs Specs/Funding Vendor Choice Implementation Management Renewal

Hardware for End Users

Software & Services

Engaged Directly with Vendors – Last 3 Months (% among buyers recently participating in each stage)

Engagement is constant throughout the journey…

…and there are peak times pre- and post-sale.

Bases: Technology decision participants (last 3 months) in 11+ person companies across 11 major markets in each market who recently participated in each stageHardware for End Users n=140-173, Software for End Users n=163-199, Data Center Hardware n=142-162, Data Center Software n=132-167

12 months+

33

78%

33LinkedIn, Nurturing the IT Committee Research 2014: How significant is the role education plays in the following types of decisions undertaken by your organization?

of the Tech Committee require education to sustain or make a change to their ecosystem

But educational content is critical throughout the technology lifecycle.

Case Study 1

Challenge• Recharge B2B marketing efforts• Raise awareness of business notebooks• Reach targeted audience of Canadian IT professionals• Encourage IT leaders to seek out information about Toshiba

Solution

• Content Marketing campaign • Using Data to target the right audience (the IT committee)• Using Data to develop the right kind of content to engage

them• Using Data to decide when to transition from awareness

tactics to lead generation tactics

Results• Sales teams scheduled hundreds of meetings with

prospects• Delivered leads at a 25% lower cost than other channels• Sponsored InMail CTR 2X the LinkedIn average• LinkedIn drove 7% of new leads over six months

“LinkedIn played a key part in our strategy to go beyond just display ads, and to precisely target our marketing efforts

to the audience most likely to react positively to our campaign”

Case study 2

Challenge• Build global brand awareness from key stakeholders in major financial centers

Solution• Investment in robust, agile, content creation capability focused on thought-leadership and industry-specific interest-areas• Highly targeted always on content distribution using LinkedIn and other platforms• Constant data analysis and real-time engagements based on market feedback

Results

• 8-fold increase in followers in less than 2 years• Nearly 25% of Mirae Asset’s Contact Us queries were highly actionable leads

• LinkedIn has above benchmark conversions and is Mirae Asset’s most effective platform for lead generation

“Our content strategy, backed up by LinkedIn’s excellent data and targeting, has maintained key reader interest. We are ableto validate our assumptions to ensure our content resonates and is relevant, by regularly identifying trends and adjusting accordingly”

Three Key Takeaways

서당개삼년이면풍월을읊는다

행운의여신은용기있는자를좋아한다

배움에는왕도가없다

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