TechConnect London 2014

6 November 2014

1in3 work in large organisations, 1,000 or above in size

Agenda

Registration and Networking Breakfast

Welcome and Opening remarks

Will Koch

Why the CIO is No Longer Your Only Target

Bryan Glick, Editor-in-chief, Computer Weekly

Pressures Facing the Modern Marketer and Working with Sales

Conversation featuring Sumeet Vermani, Symantec

LinkedIn’s Most Engaged Tech Brands

Will Koch & Jon Lombardo

Managing Content at Scale - Social.com

Nick Spyer

Break

Persona Marketing and Lead Nurturing

Simon Morris, Adobe

Marketing Panel featuring Bryan Glick, Simon Morris

Andrew Richardson, Sumeet Vermani

Closing Remarks

8.30am - 9.00am

9.00am - 9.10am

9.10am - 9.30am

9.30am - 9.55am

9.55am - 10.15am

10.15am - 10.30am

10.30am - 10.45am

10.45am - 11.15am

11.15am - 11.45am

11.45am - 12.00pm

Will Koch

Category Head, Technology Sector

Nurturing the IT

Committee Lead Is marketing helping or hurting?

4

The IT Committee:

rapidly growing and influential

Who are they? A diverse group of employees who

influence their company’s IT budget.

10+ million members globally Growing 1.25x faster than general members

decision makers outside of IT

include:

Operations

Finance

Sales

Marketing

72% of the IT

committee

work outside

of IT.

5

In 2014, LinkedIn surveyed 204 UK IT Committee members

UK, N=204

9 in 10 are in market for an IT

solution/s in the next 12

months

69%

47%

38%

31%

23%

38%

90% in market

And what type of IT products and services does your company plan to acquire in the next 12 months?

Who is in market?

49%

50%

54%

7

Education with broad-themed, non branded

content is preferred

Most interested in non-branded /

non-sales focused content

More likely to consider an IT vendor who publishes content

about my industry and topics of interest

More favourable toward an IT Vendor who publishes

content about my industry and topics of interest

Not necessarily on title or connections

Expertise is mainly defined by references from others

7%

8%

10%

11%

12%

24%

42%

50%

70% References from co-workers and other professionals in their field

Published author or presenter in their field

Has an average of 7.4 years of experience

Manages a team

Has a Masters Degree or higher

Third Party scores (Klout, Kred, PeerIndex, etc.)

Other (Please specify)

Has 500 or more connections on LinkedIn

Is a Vice President or more senior

8 When you think of a technology subject matter expert (SME), what is the first thing that comes to mind?

Below you see some additional qualities a subject matter expert may have. Please select all the attributes below that are required to be a technology SME.

% Who Believe Each Statement Defines an Expert

£

9

Nurturing leads through content is vital because

most are not ready to talk to sales

The average IT Committee

member needs to consume

7 pieces of content before they

are ready to talk to a sales rep.

5

2 1 3 4

7 6

of the IT Committee provides fake information when they complete a

lead capture form

55%

A Lead Capture form is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or registers for a

webcast they have held. Is the information you provide on Lead Capture forms truthful? 10

The IT Committee is anxious about gated content

resulting in false leads – especially among those in market

% less likely to consider a vendor (among in-market IT Committee)

So don’t lose them by gating content too early or too often

39% 74%

When gating FIRST piece of content When gating ALL content

12

Marketer Implications

The IT Committee is a diverse audience, and 90%

will influence a purchase in the next year

Broad themed or non-branded content is the most

useful; use your ‘experts’ and employees to

distribute content

Customers consume 7 pieces of content before

speaking with sales

Gate content with caution !

Technology trends; CIO challenges; & Supplier relations

Bryan Glick, Editor in chief, Computer Weekly

[email protected] | @bryanglick


The age of IT complexity is over

What do you mean,

“it’s complicated”

– I can do all this for free???


The forces driving technology adoption

• Disruption occurs on

commoditisation, not

invention

• Steam, electricity, cars, PCs,

smartphones…

Commoditisation is the

catalyst for innovation

• Internet =

commodity communications

• Consumerisation =

commodity user devices

• Cloud =

commodity computing power

• Big data =

commodity information

Commoditisation of IT is

inevitable & well advanced

• A platform for

unprecedented innovation

This is the digital revolution


The forces driving technology adoption

RETAIL

Massive disruption

caused by commoditised

digital technology;

growth of online/mobile

HMV; Blockbuster; Comet;

and many others

MEDIA

Arguably, the most

disrupted sector of all

(so far)

Traditional media models

broken by commoditisation

of digital technology such

as internet / cloud

BANKING

Struggling to move

ageing technology into

digital age; ripe for

major disruption

post-crash

GOVERNMENT

thoroughly undisrupted;

inertia-bound; no

competition; massively

regulated - so they

formed their own

“startups” to disrupt

Whitehall IT

Innovation or disruption?

Technology

fragments markets

New entrants build new

services on commodity /

cloud infrastructure, without

restrictions of legacy IT

Massive growth of

customer choice

Commoditisation leads

to new higher-order

products and services

Innovation thrives

Incumbents – the

slow-to-react,

inertia-bound ones

– are the losers Low to zero cost for

startup / small

business

technology

Reduction /

elimination of

barriers to entry

What does this mean for IT decision-makers?

• Bring IT / digital skills closer to the

business/customer

• More flexible / responsive IT needed

• Don’t want business decisions to be affected

by technology or contractual limitations

• More execs involved in decisions – more

autonomy for LOB managers to make own

decisions

But IT leader is still involved IT

Sales OPS

HR

Facilities

• Suppliers involved much later in decision

process

• IT team becoming more architecture /

advisory / guidance

The “command and control” IT

department is dead

• Digital change is unstoppable and inevitable


What does this mean for their IT suppliers?

Traditional players seen to

be lacking innovation and

stuck in old business

models

Market leaders turning to SMEs / tech

startups for ideas

John Lewis, Barclays, Unilever, Diageo,

Citi, all setting up startup accelerators /

liaison

A different conversation is needed, from:

CIO: “These are my business needs”

Supplier: “Great! Here are my products!”

Listen; be open;

“our needs not

your products”

More transactional

purchases are likely –

eg, cloud

Digital increasingly

bringing a “just do it”

approach to IT that often

excludes

suppliers/consultants

Any questions?

Bryan Glick, Editor in chief, Computer Weekly

[email protected] | @bryanglick


Conversation with Sumeet Vermani, Symantec

Faced by the Modern Marketer

PRESSURES The

Building an Engaging Content Strategy

Jon Lombardo

Content Marketing Lead, EMEA


Most engaged tech brands, September 2014 (UK)

• Most Engaged Tech Brands for September. Ranking combines engagement levels for Company

Updates, Sponsored Updates, Employee Shares, Influencer and Employee Posts and Groups


“We often think the internet enables you to do

new things, but people just want to do the same

things they’ve always done.”

Evan Williams Blogger, Twitter, & Medium

Building Better Audience Personas


133

246

174

601

Consumer Goods

Corporate

Finance

High Tech

We’re helping you to create data-driven personas


What they do

325

143

116

119

208

126

222

148

208

185

Business Operations

Business Owner

CEO/Executive Director

Founder/Partner

IT/Technology

Marketing Specialist

Advertising & Communications

Retail Locations

Sales

Salesperson

How senior they are

243

215

389

248

230

464

108

CXO

Director

Entry Level

Manager

Owner

Senior Level

Vice President

Building Better Buying Cycles

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

AWARENESS SCOPE PLAN SELECT IMPLEMENT

Best practices, how-tos, checklists

IT industry news / strategy info

Diagnostics or assessment tools

Product / solution demo / software trial

We’re helping you to nurture data-driven buyers


How they search

119

1264

383

Features

Home

Pricing

Search

Total Visitors 14,570

12,804


How they buy

Business Operations

Business Operations

CXO

CXO

High Tech Sector Followers

High Tech Sector Followers

Pricing Page vs. Home Page - Correlations

Pricing

Home

Building Better Content Marketing

LinkedIn Members in the IT Committee segment are talking

about a diverse set of professional topics

web marketing

business intelligence

employee engagement

online advertising

cloud computing

Top Trending Topics (October 2014)

• Gartner Identifies the Top 10 Strategic Technology Trends for 2015 :

gartner.com

• Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts

: nytimes.com

• The cookie is dead. Here’s how Facebook, Google, and Apple are tracking

you now : venturebeat.com

• There’s Something Going On In L.A. : techcrunch.com

• Here’s Why Good Employees Quit : linkedin.com

• 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com

• Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com

• Create a Strategy that Anticipates and Learns : blogs.hbr.org

• 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes :

forbes.com

• Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A

Business : techcrunch.com

Example Articles per Trending Topic


What to produce

3

5

Test your intro

message or

call to action

Test your headline and teaser text Test your image

How to optimise

What Does Engaging Content Look Like?

Reaching the

IT Committee

Nurturing the

IT Committee

Acquiring the

IT Committee

Tech Connect London Nicholas Spyer GM EMEA, Social.com [email protected]

Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995:

This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc.

could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of

subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded

services or technology developments and customer contracts or use of our services.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible

fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we

operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-

salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K

for the most recent fiscal quarter. This document and others are available on the SEC Filings section of the Investor Information section of our Web site.

Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the

purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

Important Additional Information

The information in this presentation is neither an offer to purchase nor a solicitation of an offer to sell any securities – when the tender offer is launched ExactTarget, Inc. stockholders should read the tender offer statement because

it contains important information. Investors can get the tender offer statement and other filed documents for free at www.sec.gov. The tender offer statement, including a letter of transmittal and other documents, will also be made

available for free by the information agent for the

tender offer.

The future of marketing is

the 1:1 customer journey.

The Customer Journey Connects Discrete Interactions

Acquire

Onboard

First Purchase

Engagement

But Today These Interactions Are Isolated

Your Business Your Customers

How do you create

1:1 customer journeys?

Do you know who your

customers are?

Where are they

in their journey?

Are you engaging and

moving them along

the journey?

Are you measuring

the impact on your

business goals?

Four Questions

Customers Now Expect Relevant 1:1 Experiences

Connected

Customers

Connected

Brands

Web Store Community Email Social Mobile Product

Connected

Experiences Stadium

Customers Are on a Journey with your Brands

Click

Facebook Ad

Newsletter Sign-up

Personalized

Content Email

Mobile Opt-in Download App

Contact Customer

Support

Evangelize on

Facebook

Support Issue

Resolved

First Purchase

*Transforming Customer Experience: From Moments to Journeys, 2013

Journeys are strongly

correlated with business outcomes.

+36%

Customer

satisfaction

+19%

Likely to

stay/renew

+28%

Willingness to

recommend

+33%

Less likely to

cancel/churn

Salesforce Marketing Cloud

Direct Sponsored Updates

Reach your target audience directly without publishing to all of your followers.

Multi-variant test the right message to the right people, in the feed.

LinkedIn Advertising at Salesforce

15% Lead Form Conv. Rate

18x Better CTR with

Sponsored Updates

Identify highly

targeted

audiences to

drive leads and

revenue.

Thank you

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Persona Marketing and Lead NurturingSimon Morris | Director, Demand Marketing EMEA@smorris75

1

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.


Challenges

Focus Speed Alignment

3


Persona - Multi Dimension ViewH

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Area of Interest

Dig

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Dig

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Web

Con

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Soc

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…

4


Personas driving our contact acquisition strategy

CMO

Digital Marketer

Digital Analyst

Web Content

Search & Media

Social Marketer

eCommerce

WANTED

Persona Build GAP Analysis

5


Building our Personas

6


Know thy customer!

“The best advice I can give marketers is to understand that successful marketing is not about technology, marketing automation, social media, or whatever breakthrough comes next. It’s about understanding the target customer, what makes them tick, what information they are looking for, and how they wish to collect and consume that information.”- The Marketing High Ground (2011)


Defining the Persona

CMO Head of Digital Strategy/ Digital Channel/ Online Business Content Marketer Web Content Manager IT – Supporting Marketing Care about – creating, managing, optimizing content across all digital

channels to build brand, generate demand and extend reach (e.g. build brand equity , increase conversions and ROI)

Challenges – quickly and efficiently launch campaigns/assets across multiple channels, sites and languages

WHO

Both new prospects (65%-70% revenue) and existing customers (30%-35% revenue)

Industry: Commercial (BtoB) and industry specific focus on FSI, Retail, M&E, Government

Large enterprise companies with 1k+ employee size and $1B+ revenue

Business value/market oppty: $1.321B WW for WCM and 14% CAGR, $626M WW for DAM and 26% CAGR, $367M for SoCo and 46% CAGR

WHERE

Responsible for aggressive online lead gen/revenue goals 91.2% see customer acquisition (leads and revenue)

through digital channels as one of top 3 marketing objectives

Desire to build brand equity and recognize it requires a new approach in the Digital Age to be competitive

Need to create, manage, optimize content across digital channels (mobile, web, social)

Learn best practices to deliver engaging/personalized content to keep customers coming back

WHY


Persona Profiling

Percentage of our database this

persona represents:

PROFILEJob role: key activities and deliverables for which this persona is responsible

Mike helps lead and manage the full lifecycle development and implementation of online marketing campaigns, promotions, content and customer experience optimization projects. He is responsible for content planning and regular site updates, particularly related to technology, mobile web, support and customer self-care. He contributes to the development of the business, cross-platform strategic direction with a focus on continuously improving the website through innovation, creating new ideas/pages/modules that meet business goals, solve usability issues, and keeping abreast of developing technologies.

Industry-specific factors: Are there any industries/sectors where we should talk to this persona differently?

• Financial Services and Insurance: • Retail:• Media & Entertainment:• Government:

Number of contacts in our database:Total audience size: Photo

PROFILE (cont’d)Buying center: entity that holds the budget for a purchase

• Marketing/line of business• eCommerce• IT

Common titles: variations of titles that represent this job role

• Marketing Tech/Operations• Director Web Marketing• Director Social Media• VP Customer Experience/Satisfaction• Chief Experience Officer• VP Customer Acquisition• Brand Manager• Brand Analyst• Brand Marketer• Director of Demand Generation – Marketing• Campaign Marketing Manager• eBusiness Marketing• Digital Marketer• Online Channel Marketer• Marketing Communications Manager• Interactive Marketing Manager• IT (specifically web team)• Marketing• Creative Agency

PROFILE (cont’d)Level within the organisation

Manager, Director, Senior/Top Exec, Developer, Architect

Challenges: common (yet specific) business issues or pain points faced by this persona

1. Building brand equity and health in the Digital Age is critical and requires a new approach.

2. Customer acquisition (leads and revenue) through digital channels: 91.2% see it as one of top three strategic marketing objectives (2010).

3. Monetizing content through digital channels as the online audience grows and becomes more social and mobile

Initiatives: key initiatives or programs the persona is most apt to be working on

• Aggressive online lead gen and revenue goals• Desire to increase brand presence online• RFP for Web Content Management (WCM)• Replacing existing Content Management System (CMS)• IT-driven purchase with primary goal to reduce costs• Portal or Intranet RFP• Committed to .Net• Pure Digital Asset Management (DAM) or Social Media project (outside of

WCM context)

Buyer role type: the roles this persona plays in the buying process

• Champion• Influencer• User• CXO

PROFILE (cont’d)Interaction preferences: how this persona prefers to interact with your organisation

1. Email 2. Phone3. Face to face

Watering holes: places where the persona goes to network or exchange information

• Online communities• Tradeshows/industry events (e.g., Festival of Marketing, Online Marketing

Summit)• Word of mouth• Websites, social media and blogs (e.g., CMO.com)• Associations (e.g., CMI, DMA, eMarketing) • Analyst organisations (e.g., Forrester, Gartner, eMarketer, eConsultancy)

Publications: What trade publications does this persona read?

• eConsultancy• eMarketer• Forrester• Gartner• Direct Marketing Association

DAILY ACTIVITIESProjects: What types of projects is the persona working on?

• Aggressive online lead gen/revenue goals• Desire to increase brand presence online• Request for Proposals for WCM• Replacing existing CMS• IT-driven purchase with primary goal to reduce costs• Portal or Intranet RFP• Committed to .Net• Pure DAM or Social Media project (outside of WCM context)• Delivering consistent digital experiences across channels

Meetings: What types of meetings does the persona attend on a regular basis?

1. Monthly meetings to discuss what content should be created to meet marketing needs

2. Meetings with different content providers (Forrester, eMarketer, SMN, Gartner) to buy guides, webinars, infographics, PowerPoint decks, etc.

3. Monthly meeting to discuss the performance of offers/content

Requests: What tasks might the persona be asked to help others complete?

The content strategist is often the go-to person for new content creation and reports on how content is performing.

ATTITUDESCurrent mindset: What does thispersona feel/think now?

Stats from Econsultancy Content Marketing Survey Report 2013: • Over 90% of respondents believe that content marketing will become more

important over the next 12 months. • In addition, nearly three-quarters (73%) of digital marketers agree that “brands

are becoming publishers.”• Two-thirds of in-house marketers (64%) agree that content marketing “is

becoming its own discipline.”• Fewer than half of companies have dedicated budgets (34%) or dedicated

individuals (46%) for content marketing. • Fewer than half of all companies spend more than 20% of their marketing

budget on content, despite the fact that only 12% disagree with the statement that “content marketing is more effective than advertising in driving sales.”

• 83% of responding companies use social posts and updates for marketing, more than any other type of content.

• Social network engagement is the most popular tactic used to drive traffic, with 78% of in-house respondents stating that their company used this channel.

• Social posts and updates are the second most effective type of content for in-house marketers after email, with 46% stating that this is one of their three most effective types of content.

ATTITUDES (cont’d)Desired futuremindset: What do we want this persona to feel/think?

Leading analysts (Gartner, Forrester) have named Adobe a leader in Web Content Management. Adobe’s solutions can help my organisation implement a WCM strategy that optimises mobile and social media across context-aware, multichannel marketing.

Adobe Experience Management (AEM) will help us create, manage and optimiseonline customer experiences to build our brand, drive demand and extend reach in the digital world. It integrates Adobe’s broad portfolio of industry-leading tools to empower marketers to execute with ease, agility and effectiveness. AEM also facilitates collaboration with IT by providing the unified tools and platform to enable them to rapidly develop and deploy new templates, designs and components for web, mobile and social channels to business users.

AEM will empower us to:• Build brand presence: Bring our brand to life. Connect with our target

customers by creating engaging and relevant web and microsite experiences. Create locally relevant brand experiences while maintaining brand integrity.

• Drive demand: Quickly create, launch and optimize relevant, compelling online marketing campaigns with microsites and landing pages to drive conversion.

• Extend reach: Maximise reach and engagement with consumers across web, mobile and social channels; increase site traffic with SEO.

9


Messaging and Content

10


Messaging Strategy

1. ENGAGEMENTMESSAGE

2. SOLUTION MESSAGE

3. REINFORCEMENTMESSAGE

4. VALUE MESSAGE

Adobe Experience Manager


Messaging Framework Driving Content Strategy

The four messages outlined in the message box become themes for content used in different phases of the buying cycle.

AWARENESS INTEREST PREFERENCE DECISION

Engagement Messages

Solution Messages

Reinforcement Messages

Value Messages

Source: Michael Gospe, Jr., The Marketing High Ground (2011)

12


Gating Strategy Balancing Act

Increase level of awareness and

market penetration around Adobe

Digital Marketing solutions

Increase visitor conversion

13


Ungated Content

Content about Adobe products, solutions, features and capabilities: Product sheets Solutions Overviews Technical Whitepapers

Content about customer experiences Video success stories PDF success stories

14


Gated Content

Content adding industry perspectives Adobe Indexes Analysts Reports Market Insights and studies Industry Surveys

Content offering competence and expertise Webinars Trainings

15


Integrated Marketing Program

Creative Landing page

Email HTML

Online banners

Video infographic

Blog post

SEM

Social media amplification

Breakfast seminar

Content syndication

16


Marketing Automation and Lead Nurture

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Why bother?

Footer Text18

“Nurturing is a critical way to keep prospects engaged and headed down the path to purchase”

• Produce a predictable stream of high quality leads for the inside sales team

Primary Goal


Nurturing Programs - Objective

Build automated programs to educate & nurture contacts around our 9 enterprise solutions

Have programs available in main European languages

Create truly integrated campaigns

Footer Text19


Lead Scoring

Footer Text20

Explicit / Demographic

Implicit / Behaviour Contact Score


Personas in Action 1.0

CORPORATERenault case study (video and blog)

CORPORATESotheby’s International Reality case

study (video and blog)

CORPORATEApps and the mobile web white

paper

1 2 3

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Mobile Apps Wave 1

DAMWave 3

DAMWave 2

DAMWave 1

WCMWave 1

WCM Wave 2

Mobile Apps Wave 3

Mobile Apps Wave 2

DAMWave 4

WCMWave 3

WCMWave 4

Digital Experience Management Wave 1 - Everyone that is interested in AEM

Digital Experience ManagementWave 2 - Anyone that is interested in AEM.Split on behaviour / Job title

Personas in Action 2.0

22


One Program, 3 Personas…

23


Nurturing Programs - Style

24


Nurturing Programs - Layout

Reduced Banner by 30% Contributed to improving the click through rate by 90%


Results Are In…

350%Increase in Form

Submits

175%Open Rate Increase

2.5xGenerated MQLs

Vs Q313

51%Increase in SALs

(Q313 V Q314)


Driving engagement through branded content

27


Yo, man - I need some clicks.OK, OK, I’ve got some choice clicks right here, yo.28


Promote our branded video content

The Challenge

• Reach the right audience• Bring them into an Adobe experience• Capitalise on a breadth of channels

29


The Solution: An integrated approach

blogs.adobe.com/digitaleurope LinkedIn Content Ad Twitter

30


The Result

Best performing blog post on our European Digital Marketing blog platform

Watch the video and find out more about our campaign in my latest LinkedIn Post:

http://uk.linkedin.com/in/smorris75Or search: Simon Morris Adobe

31


Thank You!

32

Andrew Richardson, Fujitsu; Bryan Glick, Computer Weekly;

Simon Morris, Adobe; Sumeet Vermani, Symantec

Marketing Panel