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It's Not All About You

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Michael Weir, Vertical Director - Technology Industry, presents at LinkedIn's exclusive marketing conference: TechConnect 2014.

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It's Not All About You

  1. 1. It’s not all about you Michael Weir Vertical Director – Technology Industry @mikedweir @mikedweir #inTC14
  2. 2. 3 How many of you have had Mickey Mouse download your content? 59% of the IT Committee provides fake information when they complete a lead capture form A Lead Capture for is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or a webinar they have held. Is the information you provide on Lead Capture forms truthful?
  3. 3. Your Addressable Universe
  4. 4. A fraction actually engage with your brand
  5. 5. Of those... 15% immediately bounce from your website when they see a lead form
  6. 6. Of the remaining people… 5% will complete a lead form
  7. 7. And finally 59% of IT Committee will provide fake info when they complete your lead form
  8. 8. As a result Sales only calls a fraction of the leads due to inaccurate info or bad history with weak leads
  9. 9. Your actual universe conversion
  10. 10. 1 We must focus on the IT Committee’s needs and wants: Branding & Lead Gen come together BETTER TOGETHER TRADITIONAL LEAD GENERATION CONSIDERATION, PURCHASE & IMPLEMENTATION CONTENT BRANDING & SOCIAL RELATIONSHIPS VALUABLE, THOUGHT-LEADERSHIP CONTENT
  11. 11. Gating content too early or too often decreases consideration IT Committee Members actively looking for an IT Solution (in-market) How likely are you to consider an IT vendor whose first piece of content you see requires you to provide your contact information? 41% are less likely to consider a vendor who gates the FIRST piece of content 81% are less likely to consider a vendor who gates ALL content
  12. 12. Nurturing leads through content is vital because most 1 are not ready to talk to sales The average IT Committee member needs to consume 5 pieces of content before they are ready to talk to a sales rep. When researching a specific major enterprise IT / security solution, how many pieces of content related to that solution do you typically need to consume before you are ready to be contacted by a sales representative?
  13. 13. Julian Pacher Marketing Manager, Salesforce.com David B. Thomas Senior Director, Content and Engagement, Salesforce.com
  14. 14. We have the opportunity to build thriving customer 1 relationships

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