It’s not all about you Michael Weir • Vertical Director – Technology Industry • @mikedweir @mikedweir #inTC14
59% How many of you have had Mickey Mouse download your content? 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?
Of those...15%immediately bounce from your website when they see a lead form
And finally59% of IT Committee willprovide fake info when they complete your lead form
As a resultSales only calls a fraction of the leads due to inaccurate info or bad history with weak leads
We must focus on the IT Committee’s needs and wants: Branding & Lead Gen come together BETTER TOGETHER BRANDING & SOCIAL RELATIONSHIPS VALUABLE, THOUGHT-LEADERSHIP CONTENT TRADITIONAL LEAD GENERATION CONSIDERATION, PURCHASE & IMPLEMENTATION CONTENT
IT Committee Members actively looking for an IT Solution (in-market) Gating content too early or too often decreases consideration 41% 81% are less likely to consider a vendor who gates the FIRST piece of content are less likely to consider a vendor who gates ALL content How likely are you to consider an IT vendor whose first piece of content you see requires you to provide your contact information?
Nurturing leads through content is vital because most 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?
David B. Thomas Senior Director, Content and Engagement, Salesforce.com Julian Pacher Marketing Manager, Salesforce.com
We have the opportunity to build thriving customer relationships