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Help me make the case for document management in challenging times … and show me the leads!

Show me the Leads

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What providers need to know about the way users buy in this economy and the tangible ways that AIIM can move them up the purchase continuum

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Page 1: Show me the Leads

Help me make the case for document

management in challenging times

… and show me the leads!

Page 2: Show me the Leads
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Gartner predicts worldwide IT spending will dip to $3.2 trillion in 2009, a 3.8% decline from 2008 revenue of $3.4 trillion.

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the context for decisions

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agree or disagree?

“The acceptable length of time to implement a

project has been significantly cut.”

41% agree

©2009, AIIMMaking the Case for Document

Management in Challenging TimesN=360

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agree or disagree?

“Capital requests are much more difficult to get approved than last year.”

69% agree

©2009, AIIMMaking the Case for Document

Management in Challenging TimesN=360

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agree or disagree?

“Only those projects that can demonstrate positive hard dollar returns THIS

YEAR are being approved.”

69% agree©2009, AIIM N=360

Making the Case for Document Management in Challenging Times

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All respondents (476)

2004 2005 2006 2007 2008 20090%

10%

20%

30%

40%

50%

60%

Cost/Efficiency

Compliance/Risk

Customer Service

Most important business driver

©2009, AIIM N=476AIIM 2009 State of the ECM

Industry survey

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What would I do if I were in your shoes?

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How effective is your marketing strategy?

Poor

Fair

Good

Excellent

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

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4. World Survival

Think Differently About Marketing

• Who do you want them to think you are?

• Get to know your customers and their pain points

• Realize that “no decision” is your biggest competitor

• Play where your customers play

• Apply lead generation analysis and recognize that sales and marketing are two different things

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Get your web site right.

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Focus.

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Think about the following processes that could be significantly automated

using document management and scanning/capture technologies.

Please check off the THREE that would have the MOST value to your

organization.

©2009, AIIM N=139Making the Case for Document

Management in Challenging Times

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©2009, AIIM N=139Making the Case for Document

Management in Challenging Times

1. Budgeting2. Invoice processing3. Processes particular to

our industry4. Billing and shipping

consolidation5. Order processing6. Expense reports7. Purchase requisitions8. Time sheets9. Capital appropriation

requests

10.Help desk11.Performance reviews12.Travel requests13.New account setup14.New hire processes15.Policy compliance16.Sarbanes-Oxley

compliance17.Lead management18.Leave requests19.Proposal generation

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Emphasize simplicity.

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Ease of use

Ease of implementation

Integration/content/CMIS

Integration/ent systems/CRM/ERP

Reliability of software

Breadth of functionality

Match to business

Module integration

Open source

SaaS availability

Stds conformance/5015.2

60%

42%

21%

46%

30%

24%

23%

25%

5%

4%

14%

©2009, AIIM N=462AIIM 2009 State of the ECM

Industry survey

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• Product focus→Platform focus• Technology focus→Application focus• Structured and limited→ad hoc and

ubiquitous• Centralized content

creation→Decentralized• High cost per seat→Low cost per seat• Complex solutions →Portable solutions• Transactions →Collaboration

Changes toward Simplicity…

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“They [mainstream users] want technology to enhance, not overthrow, their existing ways of doing business. And above all, they do not want to debug somebody else’s product. By the time they adopt it, they want it to work properly and to

integrate appropriately with their existing technology base.”

Geoffrey Moore, Crossing the Chasm

What users Want

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Find the Crowd and stand out from

it.

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AIIM Web Traffic up 41%

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AIIM UK Webinar Registrants

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LegitimizeAnd Capitalize.

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We’re not trying to build a community of ECM practitioners, we ARE the community of ECM practitioners

• A

We engage with this community every day with:

– webinars– 6 industry research studies– Monthly enewsletter – instructional wall posters– Custom research/whitepapers– 1 magazine with 6 issues per year including the digital edition– searchable online Buyers Guide is FREE to members

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What is your main objective?

• A

– Leads, leads, leads?– Credibility?– Market Positioning?

How best to achieve this:

– Tell your story?– Focus on unique applications?– A neutral thought leader opinion?

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Lead GenerationUnder the Covers

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Totals and highlights?

From a recent AIIM UK webinar:March 2009

“How DITA and SharePoint Maximize Content Re-use”

• Leads with full contact details = 210.

• Questions submitted during live event = 42

• Cost per lead = £19 (most vendors accept £35 as great)

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Totals and highlights?

From a recent Infonomics enewsletterto AIIM UK/Europe Members

The feature invited readers to download an ebook

• Leads with full contact details = 97.

• Cost per lead = £10

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Who are these potential customers?

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No more marketing as usual

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Our goal is to take our B2B capability and move “up” the lead generation value chain.

Org vertical

Org size

Ind purchasing role

Ind title

Can cross tab and then drill down to the exact individuals meeting desired characteristics.

You can zero in and focus efforts on exactly the right prospects…by context, region, and other attributes

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A Company that Gets it

An integrated “Green ECM” Campaign

1. AIIM Webinar with hospital customer as lead speaker2. Caught the attention of our Infonomics editor for our inaugural issue and

Green theme3. Premium sponsor of www.aiim.org/green-ecm4. Custom content on green use within the ECM World5. Another AIIM webinar on the new whitepaper 6. Brian Dirking blog on launch of website, date of webinar, and other green

resources

Unique leads from this campaign to date = 2,000