Upload
others
View
3
Download
0
Embed Size (px)
Citation preview
2© IDC |
IDC uses cases can be applied across the end-to-end business lifecycle
• Guide Investment• Shape Portfolio• Focus Industry Strategy• Assess Partner Ecosystem
Where is our opportunity?
Custom Analytics, Buyer Behavior
• Build account roadmaps• Engage in outcome-based
conversations• Educate sellers/partners• Identify, evaluate and
recruit partners
How dowe activate sales?
Partnering, Sales Enablement
• Tailor messages to audience• Create marketing assets• Prioritize offerings by vertical• Position partner outreach and
content
What willInfluence the market?
Thought Leadership, Business Value, Licensed & Customized Content
Plan Market Sell
3© IDC |
IDC can help wherever you are in your journey
Confirm Taxonomy & Definitions Identify
Source Data
Develop Process for Deliverables Creation
Validate Input Data and Forecasts
Iterate with Client on Model
Final Deliverable
Plan Market Sell
Assess the market
• Custom Market Models
• Market Share & Competitive Analysis
• Vertical analysis
• Spending Guides
• Due Diligence & Investment Analysis
Know Your Customers
• Quantitative primary research
• Focus groups
• Brand equity index
• Customer Personas
• Gap analysis
• Market simulator
Build Awareness
• Existing Research
• Guest Blogs
• Analyst Videos
• Infographics
• Webcasts / Speaker Engagements
• InfoBriefs
• Press Support
Generate & Nurture Leads
• Custom Research
• Spotlights
• iViews / White Papers
• Lead Gen Assessment Tools
• Multimedia
• E-books
• Partner Marketing
Support Decisions
• Business Value Research
• BV Case Study
• ROI / BV White Paper
• Business Value / ROI Calculators (Snapshot Tools)
• Business Value Selling Tools
Engage the Right Channels
• Partner Program Validation
• Channel Industry Best Practices
• Competitive Channel Insights
• Routes to Market Segmentation & Profitability Analyses
Enable & Educate Sellers
• Market Education Workshops
• Buyer Conversation Guides
• Partner Enablement Success Guides
• Online & Video Tutorials
• Interactive Selling Tools
Custom Analytics
Buyer Behavior
Licensed & Customized
ContentPartnering
Sales Enablement
Thought Leadership Business Value
1 2 3 4 5 6 7
4© IDC |
Did You Know That in 2018…
of new revenue growth was driven by IT initiatives2.5
Of companies use customer experience to measure the performance of their investments in emerging technologies
8.51 %
38 of all technology spend was on Digital Transformation
% 66of all firms have deployed IT Initiatives in support of Digital Transformation
%
%1
5© IDC |
This rapidly changing IT buyer environment requires a different marketing and sales approach
Buyers have changed What it means to you
43% more stakeholders are business buyers vs. IT
Consumer driven thinking
DX Mindset – what are the business outcomes?
75% are making long termdecisions + risk adverse
There are multiple customer personas to sell to
More clients require custom solutions
Marketing should focus on business outcomes
Sellers need to demonstrate compelling ROI
6© IDC |
What We Offer
Technology ResearchFuture Enterprise
Industry Vertical Research& Use Case
Licensed and Customized Content
Thought LeadershipCustom Research & Analysis
Business ValueCustom Research & Analysis
Smart Content Production + Performance Marketing Insights + IDG Partnership(IDG can help reach a targeted audience and drive engagement with IDC content through media promotion,
content syndication and social activation campaigns.)
Awareness Consideration Purchase
Approach 1 Approach 2 Approach 3
7© IDC |
Business Value – Custom Research
Quantify the Value of Your Solution
Business ValueResearch
ROI Analysis
Build Awarenessand Engage Buyers
ExecutiveSummary
Business SummarySnap Shot
Analyst Videos/ Webcast
CommunicateValue
Business ValueWhite Paper
InfoBrief /Infographic
BV Snapshot Tool / Lead Gen Tool
Walk Buyers Through a ROI Validation Process
Interactive Selling Tool
Buyer ConversationGuides
Video Tutorialsfor Sales
8© IDC |
Business Value Samples
BV White Paper BV Snapshot BV Snapshot LeadGen Tool
9© IDC |
Creates a two-way dialogue
Encourages the customers’ active engagement
Customer receives real-time, hyper-relevant results they care about
Gathers customer intelligence for targeted follow on conversations
Customize and Personalize the Experience with Interactive Content
10© IDC |
BV Snapshot Lead Gen ToolTransform IDC research into an interactive lead generation tool
Launch page
Answer 5 questions
Register & results preview capture lead data send to sponsor CRM
system
Personalized BV snapshot
11© IDC |
Business Value Interactive ContentEngage target audience through an interactive, personalized experience
Assessment Launch Page• IDC/Sponsor branding and image, welcome and
assessment introductionAssessment• ~ 5 questions, based on research
Results Page • assessment results/scoring, graphics, essential
guidance and next stepsPersonalized Report (1 page summary)• emailed to prospect upon registration
Capture leads• CRM integration, if requested
Landing Page• IDC/ Sponsor branding and image, sales registration
instructionsAssessment• 20-40 questions, multi tab (based on research)Product Selection Menu• recommended Sponsor solutions based on
assessment inputs, results and firmographicsCompelling Business Case• assessment results, graphics, sponsor specific content
relating results to Sponsor offerings; emailed or viewed on screen for sponsor sales reps and partners (if applicable) to review and discuss with clients
BV Snapshot Lead Gen Marketing ToolsWeb-based, customer facing, self-service quick assessment
Interactive Selling ToolsOne to one engagement between sales and customers
12© IDC |
Business Value Interactive Selling ToolsTies your product solutions to business outcomes
Benchmarking Personalized Business Case Report
Gated Access
Calculators
13© IDC |
Integrate Your Business Value Program from Thought Leadership to Field Enablement
Interactive Selling Tools& Enablement Programs
Third PartyCustom Research
Lead Campaigns
Inside Sales
Lead Gen Tool
• Thought leadership content• Business value content
• Social media and content marketing campaigns
• Quick assessment and report for prospects• Marketing leads captured
• Follow up and lead qualification• Guides to campaign pages
• Sales “automate the conversation”• Workshop / events• Partner enablement
1
2
3
4
5
14© IDC |
5 Best practices for Developing a Business Value-Based Digital Strategy
1
5
2
3
4
Quantify the value of key elements of digital transformation –develop your unique compelling value story
Elevate the customer experience – develop assets that reach all buyer personas (IT, LoB, Procurement…)
Automate the sales process – sales to pivot conversation to business outcomes
Integrate your program – develop end to end digital programs to exploit assets
Focus on business outcomes – develop a message to position your products/services to target the business buyer
© IDC
linkedin.com/company/idc blogs.idc.comtwitter.com/idcIDC.com
For More InformationMatthew [email protected]