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UBM TechMore Voices. More Conversations.
More Solutions. Where the Future of Technology is Taking Shape
Presenter / Author NamePresenter / Author Title; Date
Pg. 2 | © 2014 Property of UBM Tech; All Rights Reserved
Cohesive, flourishing branded communities that put tech decision makers at the center of objective interaction — from online to face-to-face.
Provide engagement, interaction, and conversation with a unique blend of highly relevant editorial content coupled with expert community contributions.
UBM Tech – Our Strategy and ApproachBringing Together The World’s Technology Communities
Community Driven Sites
Event Communities
MarketingServices
Deep Analytics
Pg. 3 | © 2014 Property of UBM Tech; All Rights Reserved
Deep analytics about our audience communities, providing smarts and insights about tech buying audiences that no other B2B company can deliver
Fresh, sustainable, guaranteed marketing services solutions that engage and nurture your connections with prospects and customers
Community Driven Sites
Event Communities
CREATE MarketingServices
Deep Analytics
UBM Tech – Our Strategy and ApproachBringing Together The World’s Technology Communities
createmarketingservices.com©UBM Tech. All rights reserved.
createmarketingservices.com
Optimizing Your Industry Event Investments2014 UBM Tech Research: Industry Event Attendee Survey
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Discussion Guide – P.O.P.
• Maximizing your industry event investments Pre-Show- Reasons why IT professionals attend industry
events like trade shows, conferences, expos- What IT Pros do to prepare before attending
industry events and how you can get ahead of the game
On Site- What makes attendees stop and visit exhibitors- Types of content and speakers they want to see
and hear about Post-Show- Things to avoid as a tech marketer: reasons
why IT professionals would/not engage with exhibitors
- Types of follow-up attendees want from you
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
• UBM Tech survey of 820 business technology professionals who attend industry events; fielded in March 2014
UBM Tech Industry Event Show Research
7%
32%
35%
18%
8%
Primary Job Function Company Size: Number of Employees
64%26%
10%
CIO/CTO/CSO/VP IT
IT Director / Manager / Architect
IT Staff / Developer / Consultant
LOB
Other
1,000 or more
100 -999
Under 100
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Top Reasons Why IT Pros Attend Industry Events
What are the reasons you attend IT tradeshows?
Looking for Vendors To Buy Business Technology Solutions From
To learn about specific products or services that can
help me solve a business problem
To evaluate technology solutions
Networking To learn about a specific tech vendor and their offerings
General education, regardless of my area of expertise
To seek advice from peers about a technology need or purchase
The event subject matter
appealed to me
To hear the keynote
speaker(s)
To meet with a vendor we already do business with
The timing or location/venue were optimum
56%
32%
61%
32% 26% 24% 24%
53% 39% 38%
A useful event is where “There were
a lot of vendors demonstrating products
and their features”
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Pre-Event: Do Your HomeworkInformation Attendees Want You To Know About Them Prior to the Event
56%43%
39%27%
19%
17%
My industry
The specific business need I am looking to solve with technology
My overall top
business challenges
My existing technology environment
Whether or not we already do business with this vendor
Budget 52% schedule time to meet with vendors before attending an industry event Make sure you have content available
that address business challenges
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
What types of advance coverage or promotions from exhibitors or the show producer would make you more likely to attend an industry event?
Pre-Event Marketing is Key to Your Show Investment Your Integrated Media Strategy is Critical to Your End-to-End Event Marketing Plans
#1
White papers
#2
Webcasts
#3
Video
#4
Editorial coverage on websites
#5
Ads on websites
Have a good mix of content assets to use for pre-event marketing
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
What makes you more likely to stop and visit a vendor's booth during an industry event?
Booth TrafficWhat Gets You On IT Pros’ Agenda
Subject matter
experts at booth
75%Vendor
communicated with me prior to the event
49% 47% 47% 36% 27%
Incentive offered at
their booth
I read about them on
business tech sites
Vendor speaking at the event
I have seen ads from
them on business
tech sites
Pre-Show Exposure is Critical!62%
are more likely to visit the booth of an exhibitor they have
communicated with pre-event
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
If you visit a vendor's booth, what kinds of information or content do you find most valuable or would make you likely to actively engage with the vendor?
Booth Do’sMake It Worth Their While – Attendees Want Useful, Relevant Information
Tech demos 75%
Technology specs or other "how to" materials
Business case information 39%
White papers 28%68%
Case studies or peer-perspective 44%
Industry-specific information
52%
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
An Integrated Approach to the Event
If a vendor sponsored a smaller breakout event at an industry event, would you be likely to attend?
81% would attend a smaller
hosted breakout event at an industry event
if it adds value
Leverage Your Booth for Broad Reach, and Host Breakout Sessions Featuring Your Subject Matter Experts and Customers For Deeper Dive Engagement
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
What would make you less likely to actively engage with a vendor at an industry event?
Booth Don'tsMake It Easy For IT Pros To See Your Value; Make It Relevant
Too much marketing fluff
Only had product brochures available; content not robust enough
Content did not give clear indication of how tech could help the business
It was not obvious to me what the vendor's solution was
Lack of demos
Lack of industry specific information
Lack of case studies
No ROI and/or TCO information
I was not familiar with the vendor's brand
Content was not validated by third-party
I had never received anything from them in the past 5%
7%
14%
22%
23%
38%
47%
54%
54%
55%
65%
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
What type(s) of speaker provides the most useful information for you?
Choosing Your SpeakersProduct Managers and Customers are Most Useful to IT Pros
Product managers
Customers/case studies
Executive leadership
Marketingexecutives
Salesexecutives
73% 65%32% 8% 7%
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Now thinking about after you return from the event, what would make you more likely to engage with an exhibitor post-event?
Building Relationships After the EventWhy IT Pros Would Continue to Engage
They demonstrated how the technology could help with my business
The vendor demonstrated that they understood my specific business challenges
The vendor was knowledgeable about my industry and industry-related challenges
Networking with a fellow attendee of the trade show piqued my interest/curiosity in the vendor
The vendor provided information to show ROI of their solution
The vendor supplied valuable marketing materials
The vendor spoke at the event 13%
33%
34%
37%
53%
63%
72%
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
What would make you less likely to engage with a sponsor after the event?
Building Relationships After the EventWhy IT Pros Would NOT Continue to Engage
17%
35%
47%
53%
53%
55%
56%
60%Did not demonstrate how the technology could help with my business
They gave too much of a sales pitch
Vendor did not demonstrate a comprehensive understanding of my specific business challenges
Representatives at their booth were not knowledgeable
Not knowledgeable about my industry
Vendor's marketing materials didn't demonstrate the value of their solution
Could not show the ROI of their solution
Information they sent me was not customized to what I spoke to them about at the event
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
What kinds of follow-up do you want after you return from an industry event?
Post-Event CommunicationRelevant Information Tailored To Their Needs; Nurture The Relationship
Email with additional research
or information
52% 45% 37% 33% 29%
Email with a link to a website for more
information
Email from a tech vendor sales person
Info following up on specific event
content or discussions
I prefer to physically take info away with me from the event
An invitation to another event
19% 18% 15% 7%
Invitation to join an online community
related to the show
Call from a tech vendor sales person
Call or email from a product manager
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Optimizing Your Industry Event InvestmentsKey Takeaways
Centering Your Marketing Strategy Around Active Technology Communities
• Technology decision makers want to learn and hear about new technology trends, solutions and products, and do so at face-to-face event communities as well as online communities
• The convergence of paid, owned and earned media is a reality you need to consider to increase the effectiveness of your marketing investments – an end-to-end marketing strategy sets you apart
• Relevant Content – whether it be in the form of live subject matter experts at your booth or event breakout session, or in the shape of white papers, research reports and case studies – is key to not only attracting the interest of technology decision makers, but keeping them engaged
createmarketingservices.com©UBM Tech. All rights reserved.
createmarketingservices.com
Industry Event Optimizers
Pre-At-Post Event Marketing Solutions From UBM Tech
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Optimizing Your Industry Event InvestmentsPre-Event
Awareness and BrandingGet front and center with IT buyers through communities like InformationWeek, Dark Reading, Network Computing and Wall Street & Technology Web Advertising Digital Issues E-Newsletters
Lead GenerationEducate IT buyers while feeding your sales pipeline Webinars Content Syndication Topic Alignment Program Tech Digests Reports
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Optimizing Your Industry Event InvestmentsPre-Event
Content Marketing Educate potential your target prospects with relevant, thought-leadership content created explicitly for your company 3 Months Prior: Arm your sales team with the most up to date intelligence with a
Pre-Event Pulse Survey (5-7 Questions): Find out who will be at the event; What are their expectations? What problems are they trying to solve.
2 Months Prior: Launch a survey to study important challenges and opportunities in your solution space. Our research and content teams will assist with creating a 10-12 question survey and field it to technology decision makers in our database. Research results can be used as discussion points for event speakers and in booth discussions. An infographic will be designed to highlight key results, and an in-depth, analytical report based on the survey results will be created for you to share with attendees and other prospects.
At-Show: A 20” x 30” poster size of the infographic can be created and displayed in your booth.
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Optimizing Your Industry Event InvestmentsAt-Event
Traffic Drivers / Audience ExtensionStay front and center with attendees and other IT buyers Show Daily E-Newsletters Web Advertising / Show Coverage Live Simulcasts
Content GenerationLeverage our onsite video crew for content generation Show floor video interviews
(2-3 minutes each) with up to three subject-matter experts, company executives, customers, etc. Our on-site video team will record and edit the video and we’ll present you with the files for posting on YouTube, your company website or within other marketing content.
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Optimizing Your Industry Event InvestmentsPost-Event
Content Marketing Nurture relationships started at the event with an ongoing content marketing campaign Immediately After the Event: Cut through the noise with a custom Business Case Builder
that can help your prospects justify an investment in your product/solution category. Content can be “verticalized” for specific industries.
2 Weeks After the Event: A Tech Brief about your solution and a Q-A with a company executive will be sent to prospects. Ideally, the Q-A would focus on customer success stories.
3 Weeks After the Event: Invite prospects to a 30-60 minute webinar to follow up on event discussions/demos. This is an ideal time for attendees to connect with SMEs and ask questions.
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Optimizing Your Industry Event InvestmentsPost-Event
Relationship Building EventsContinue conversations started at the event while also extending your connections to new prospects in key cities Two-city roadshowTwo-hour breakfast events in the cities that had the highest check-in scans at your booth; we’ll invite local IT pros, and attendees that checked in at your booth15 to 20 attendees per city.
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Optimizing Your Industry Event Investments
Keep Conversations Alive
• Again: content is your biggest attraction; keep attendees interested and engaged with relevant, targeted content
• Attendees go to industry events to find solutions: 52% want exhibitors to send them a post-event email with additional research or information
• Consider sponsoring /participating in a post-event online community
• Nurture relationships with localized events with attendees that stopped by your booth
Post-Event
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The Participatory Age We Join. We Share. We Collaborate.
Launched in 2003. 277 million members in its network, in more than 200 countries.There are 2.1 million
LinkedIn groups.
Over 1.23 billion users, with 757 million daily users and 945 million
monthly mobile users. 4.75 billion pieces of
content are shared daily.
Over 6.45 million registered users, 58 million tweets sent
daily. Over 9,100 tweets sent every second.
4.25 billion hours of video watched daily. 65 hours of video uploaded every minute.
Pg. 28 | © 2014 Property of UBM Tech; All Rights Reserved
We’re Forming Around Engaged Communities
Shared InterestsProfessional audiences congregate in communities based on: current interests and functions
so they can interact with peers and experts, gain and share
insight
More ValuableCommunities
foster interaction, drive engagement, and nurture
customer-client relationships
TrustedCommunities treat members as real people – not buying machines – they are
more personal, more social, more responsive, more
effective, and more trusted
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Shared Interest + Trust = VALUE
Pg. 29 | © 2014 Property of UBM Tech; All Rights Reserved
UBM Tech CommunitiesBringing the World’s Technology Communities Together
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
What type of information do you need to return from an industry event with in order to justify your expenditure?
Building The Case To AttendAre Your Materials Meeting These Requirements?
Technical information
Content that focuses on my business pain
points
Content that focuses on my job function
or role
Case studies/peer experiences
Industry-specific content
Summaries of keynote
speeches
Anything, as long as it's
more than just business cards
62% 44% 43% 39% 34% 26% 14%
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Community Strategy In ActionConnecting Tech Decision Makers Online and Face to Face
INFORMATIONWEEK
Relaunched November 2013
• Monthly page views: Up 19%
• Monthly average visits: Up 22%
• Monthly unique visitors: Up 26%
• Comments: Up 233%
UBM Tech Enterprise IT Communities
Pg. 31 | © 2014 Property of UBM Tech; All Rights Reserved
1: Omniture, March to April 2014; 2: Omniture, March to May 2014
INTEROP
• + 54% in shared visitors across both sites year over year
• + 144% in InformationWeek registrants for Interop Las Vegas year over year
INFORMATIONWEEK’S INTEROP Las Vegas coverage
100+ articles pre-at-post event
More event attendees are engaging with UBM Tech online communities before, during and after the event …
and vice versa!
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Why Your Pre-Event Strategy Matters…A Lot
What do you do to prepare for an
industry event before you attend?
Research the exhibitors I have
identified 59%49%
46%
33%15%
Prepare a list of sponsors I would like to visit
Review the floor plan
Get advance access to contentCommunicate
with an exhibitor
PRE-EVENTHave a comprehensive air cover strategy to help IT pros
properly prepare
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Optimizing Your Industry Event Investments
Expose Your Brand and its Solutions to Business Technology Decision Makers
• Be “present” in the minds of IT professionals consistently
• Review your paid, owned and earned media plan to ensure that your brand and products are getting exposure across all platforms
• Have a strong content marketing plan in place – no matter the platform, relevant content is your brand’s biggest attraction
• Make sure you have ample, up-to-date content that addresses different information needs; do a content audit
• Syndicate your content
• Remember: 62% of tech professionals are more likely to visit the booth of an exhibitor they have communicated with before the event
Pre-Event
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
Optimizing Your Industry Event Investments
It’s Not Just About You
• Sales pitches always fail; do less talking, listen and be more consultative to their issues and challenges
• Have knowledgeable speakers and subject matter experts at your booth
• Attendees want to hear from you! Consider hosting a smaller breakout session in addition to your booth at an industry event – 81% said they’d attend if it added more value to their experience
• Ensure you have the right materials at your booth, including white papers, customer testimonials, business case builders
• Attendees want to see your solution at work; have demos to share and make your discussion as hands-on as possible
At-Event
createmarketingservices.com©UBM Tech. All rights reserved.
Data: UBM Tech survey of 820 business technology professionals who attend industry events, March 2014
The Attributes Of The Most Useful / Successful Industry Events Attended – Verbatim Comments!
“A wealth of demos and practical information”
“Ability to explain my challenge and having some follow-up from vendors
who thought they could help solve the problem - not just a cold call situation”
“Came back with information regarding solutions to problems
I was having.”
“Exposure to new technology that would
help my business.”“Connecting with vendors and peers, and
gaining insight I didn't have prior regarding solutions and options applicable to current
issues and future projects”“Deep subject matter expertise in the
area of interest, broad range of customer interactions - peer to peer
networking” “Lots of educational content. Not just selling me a product, but
teaching me something I can take back to work with me, whether I
buy their product or not”“The vendor sessions clearly stated what a common problem was, how this problem could be solved and why you wanted their product
to solve the problem because it saved time and effort.”
“Ability to see a large numbers of vendors who collectively provide
solutions I'd be interested in”
“High quality speakers, knowledgeable staff at
booths, no marketing fluff”
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