Debunking The Myth: The CIO of SMB
|
|
- Neil Mason
- 8 years ago
- Views:
Transcription
1 Debunking The Myth: The CIO of SMB How do tech marketers pinpoint true decision makers in SMB? By understanding what defines an SMB and who s really calling the shots.
2 For tech marketers, it s an all too familiar story: You re faced with a staggering number of companies in the SMB space and the daunting task of reaching every last one of them. As a result, your company often goes to great lengths to ensure they re targeting SMBs. There appears to be a common misstep in how companies have been carrying out their marketing approach: They assume that reaching out to the CIOs of SMBs will do the trick. Sure, there are a few exceptions, but when all is said and done, there are just not enough CIOs of SMBs to warrant spending time and resources on a lengthy marketing campaign. $ What actually is an SMB? And who manages their $800B annual IT wallet? Since no two companies targeting SMBs define them in the same way, let s clear the air with a simple definition: SMBs are companies having fewer than 1,000 employees. Simple as that! Spiceworks, home to 2M IT pros, has a firm grasp on what that figure means when it comes to purchasing power. This leads us to a few global stats: These 7M are the IT decision makers who are purchasing tech for SMB-size organizations. This means that IT decision makers manage purchasing for over 197M employees inside of 18M companies worldwide. That s an estimated $800 billion yearly spent on IT and some serious buying clout. Where to begin? Wrapping your brain around the scale of the SMB market is a great starting place for tackling your new marketing game plan. So first things first: let s level set on what we mean by organization size. DEBUNKING THE MYTH: THE CIO OF SMB 1
3 The Home Office Market (1 to 10 employees) Starring: Your Friendly Neighbor, Fred At the lower end of the SMB market, we typically find 1 to 10 employees often referred to as small office/home office (aka SOHO). These folks tend to purchase products from mass retail outlets (Best Buy/Walmart) or online retail stores (Dell.com/Amazon.com) and then often seek out help from IT-savvy friends or family members to set up and sometimes maintain their computers/networks (Thanks, Fred!). MSPs and IT service providers are playing in this space too and are providing expertise for a number of companies just this size. These smallest-of-the-small usually set a budget based on some driving event, such as a new employee or upgrading obsolete equipment at the last possible moment. The S of the SMB Market (10 to 250 employees) Starring: The MSP & The IT Generalist Picture your small neighborhood insurance office or vet clinic. These are the typical small businesses that make up a large part of the workforce around the globe, and where actual IT budgets (albeit small ones!) start to take shape. Because they lack the buying power of large companies, they re extra careful about the dollars they spend. Don t look for a large IT department here these organizations usually only employ between 1 to 5 full-time IT pros. Not surprisingly, MSPs and VARs play a large role in this segment by complementing technology infrastructures or even running all of IT for them. That also goes for purchasing. As a large number of products and services are acquired through VARs/channel vendors, they trust these partners and have cultivated very strong relationships with them. 2 DEBUNKING THE MYTH: THE CIO OF SMB
4 The M of the SMB Market (250 to 500 employees) Starring: The IT Guru As smaller companies evolve into bigger players in their industry, they find themselves working harder to compete in the medium business space. With an average, rather sizable IT budget of over $1M annually, these SMBs have staffed up with an IT department of 3 to 10 employees and sometimes even a VP of IT. They purchase large amounts, if not all, of their products through VARs and DMRs. By establishing trust in these partners and building mutually beneficial relationships with them they are perfectly at ease asking their VAR reps what products/brands they should purchase and they usually run with those recommendations. It goes without saying: Trust is priceless in the IT world (almost as priceless as understanding who the real IT decision makers are). The Large SMB Market (501 to 1,000 employees) Starring: The VP of IT The SMB bulls-eye : The fewest number of companies boasting the largest IT budgets with IT organizations ranging from 5 to 20 people. A VP of IT is not uncommon here but, as is the case in the medium space, these VPs are known for getting their hands dirty alongside their staff as they help put out IT fires within their organization. SMBs in this space are using VARs and DMRs almost exclusively and this is where we start to see solution-driven IT deployments. These IT departments have larger-scale needs that may require on-site contractors and special employees who set up/deploy systems and move on to another large company opportunity. DEBUNKING THE MYTH: THE CIO OF SMB 3
5 The Enterprise Market (Over 1,000 employees) Starring: The CIO This is where the big dogs play, and they re easy to track down and network with. Sadly, this is where most IT vendors focus their efforts, leaving the IT pros of true SMBs largely ignored. No love for the little guy! Yeah, the CIO is here (as is the CISO, CTO, etc.), but then these are not SMBs by any measure. Not surprisingly, tech vendors work directly with these heavy hitters to purchase products, negotiate price, service levels, etc. A breakdown... Home Office Small Medium Large Large Enterprise Owners, Office Managers Sys/Network Admin, IT Director Sys/Network Admin, IT Director Sys/Network Admin, IT Director, VP of IT, Team Leaders CIO, VP of IT, IT Director People who keep the business running. Typically not IT-savvy. Often the only IT pro on staff. Highly knowledgeable and influential in purchasing. Often one of very few IT staff. Highly knowledgeable and influential in purchasing. One of many IT pros on staff with influence on large purchases and actively engaged in tech solutions for company. Often hard-to-reach, with gatekeepers preventing sales contact. Passes off review and consideration of technology to junior staff. 4 DEBUNKING THE MYTH: THE CIO OF SMB
6 What s a tech marketer to do now? Even as IT organizations grow (in staff and responsibilities) the decision makers are downstream where you d like your brand to be. Yes, the CEO, COO and sometimes the CIO are the ones who write the check, but don t forget: While the regular guys and gals in the IT department may not have the power to say yes, they most certainly do have the power to say no and are usually the ones who shape the purchase discussion. Here s what not to do: Focus on the CIO as the only decision maker and watch your sales plummet. Worry not there s an easy fix: Just pay attention to the large number of voices and influencers in these IT departments when marketing and selling tech products, services and solutions. Voila: tech marketing at its finest! Through IT communities, tech conferences, and informative newsletters you can connect with these key players, speak to the C-Level suite, and make your marketing and sales efforts get more done. From the Spiceworks Community IT decision makers sound off Most of us ARE decision makers or at least TELL the decision makers what to decide. That s how it works here. - Paul C., IT Pro What is a CIO? I am the IT guy for our 250 person law firm in Florida. Me and 2 other guys decide what to buy. - Kevin C., IT Pro Marketing to the C-Suite is the move of someone who knows their product isn t any good. - Scott M., IT Pro I think what so many vendors fail to realize is that while I, as an IT professional, am not the decision maker, I have two very important roles: decision influencer and gatekeeper. If a vendor doesn t convince me, they don t make it to the decision maker and [I] can make or break most IT decisions. - Justin D., IT Pro DEBUNKING THE MYTH: THE CIO OF SMB 5
7 What s my next move? We re glad you asked! The next step is simple: Show IT pros who are in the trenches of their IT departments that your company truly values the little guy. Because, let s face it, they can make a tremendous impact on how successful you are in the SMB space. We see it over and over again: Tech marketers focus their efforts on the big fish and bypass potential prospects who actually call the purchasing shots. Frankly, the CIOs of SMBs are few and far between. Should you come upon a rare one, chances are they ll be heavily influenced by (or defer to) the IT staffers you just overlooked. And your competitor, who might know better, may just snag the deal for themselves (ouch!). Ready to talk to the true IT decision makers? Get in touch with us at spiceworks.com/marketing and we ll make sure you re quickly engaging with over 2M IT pros. Glossary SMB - Small and Medium Size Businesses: Businesses with 1 to 1000 employees. VAR - Value Added Reseller: Vendor of IT products that provides additional services, sometimes complementary and often built into contracts for larger purchases. DMR - Direct Market Reseller: Also known as an e-tailer, is a company that sells directly to businesses without operating a storefront of any kind. MSP - Managed Service Provider: Provides delivery and management of networkbased services, applications, and equipment to businesses. CIO - Chief Information Officer: The person, typically in an enterprise, responsible for the information technology and computer systems that support enterprise goals; also known as the Chief Information Services Officer (CISO) Spiceworks, as an IT management app and a community of over 2M IT professionals, provides a unique view, insight and path to reaching more than 25% of the world s SMBs. Visit us at spiceworks.com/marketing to learn more and understand how to optimize your IT marketing with IT buyers.
2012 Market Outlook for Managed Service Providers A guide to monetizing the coming demand for cloud services.
2012 Market Outlook for Managed Service Providers A guide to monetizing the coming demand for cloud services. By Sheilin Herrick 2 CONTENTS Growth in cloud backup adoption.....3 Drivers of cloud backup
More informationTHE CUSTOMER EXPERIENCE
THE CUSTOMER EXPERIENCE PRIORITY ONE FOR CMOs IN ASSOCIATION WITH: CONTENTS Foreword...2 Introduction...3 Customer experience is the #1 priority for marketing executives... 4 Driving Growth Strategy...7
More information2013 Market Outlook for Managed Service Providers
2013 Market Outlook for Managed Service Providers A guide to monetizing the demand for on-demand data protection and collaboration. By Sheilin Herrick CONTENTS 2013 Market Outlook for Managed Service Providers
More informationSmall Businesses Ride the Cloud: SMB Cloud Watch U.S. Survey Results
Small Businesses Ride the Cloud: SMB Cloud Watch U.S. Survey Results Authors Stuart Taylor Andy Young James Macaulay February 2010 Cisco Internet Business Solutions Group (IBSG) Cisco IBSG 2010 Cisco and/or
More information3.2 million consumer chats. 2 million consumer chats. Dealerships Use Chat WebWide. www. autodealerchat.com
3.2 million consumer chats 2013 2 million consumer chats The volume of chats between consumers and dealers (facilitated via the Contact At Once! auto chat network of sites) rose 60% in the first half of
More information10 Steps To Getting Started With. Marketing Automation
So the buzz about marketing automation and what the future holds for marketing in general finally got to you. Now you are ready to start using marketing automation and are not really sure where to start.
More informationSmall Business Growth
5 Lead Generation Tips For Small Business Growth 1 2 3 Uncover your content calling Get your social gloves ready The power of paid ads Business expansion presents a whole range of challenges for any small
More informationSales Channel. For Your. Stephen N. Davis. Partnering With Clients to Drive Sustainable Profitable Growth. What We ll be Covering
Choosing the Right Sales Channel For Your Startup Stephen N. Davis Partnering With Clients to Drive Sustainable Profitable Growth What We ll be Covering Developing your channel strategy Types of sales
More informationManaged Service Providers for Mid-Sized Companies:
Managed Service Providers for Mid-Sized Companies: How companies spending less than $100 million a year on contingent labor can achieve greater efficiency, compliance and cost savings. 2013 Monument Consulting.
More informationROAD MAP. How to Successfully Add Cloud Services as a Revenue Stream Using a Partnership Model
ROAD MAP How to Successfully Add Cloud Services as a Revenue Stream Using a Partnership Model Table of Contents Introduction Is This ebook for You? 03 Part One: Following the Signs How Companies Purchase
More informationMarketing s New Paradigm: Show Us the Money!
A FROST & SULLIVAN EXECUTIVE SUMMARY Marketing s New Paradigm: Show Us the Money! View the ondemand version of the ebroadcast: www.frost.com/paradigm Marketing departments are under a lot of strain right
More informationZS Executive Summary
ZS Executive Summary Diamonds in the Rough: ZS Research on SMB Cloud Channel Preferences Three things tech vendors need to know of channel partners in defining cloud service programs for SMBs John DeSarbo
More informationGETTING THE CONTENT MARKETING JOB YOU WANT
GETTING THE CONTENT MARKETING JOB YOU WANT Tips to engage the best (progressive) employers by Michael Kirsten and Mark Sherbin Be Part of a Progressive Business To get the job you love, you ll need to
More informationthe ultimate guide to email marketing for insurance agents
the ultimate guide to email marketing for insurance agents what s in here? Email marketing & content marketing...3-4 Email marketing best practices...5 Email campaigns for insurance agents...6 AgencyBloc
More informationSocial Media for Automotive Dealers. A Look at How Social Media Empowers Dealers Through Increased Exposure and Interaction With Consumers.
Social Media for Automotive Dealers A Look at How Social Media Empowers Dealers Through Increased Exposure and Interaction With Consumers. This whitepaper offers a closer look at how social media gives
More informationBY EXECUTIVES, FOR EXECUTIVES A VIEW FROM THE TOP FEATURING LON OTREMBA, PRESIDENT & CEO
BY EXECUTIVES, FOR EXECUTIVES A VIEW FROM THE TOP FEATURING LON OTREMBA, PRESIDENT & CEO INSIGHT INTO B2B MARKETING TRENDS, KEY INSIGHTS FOR MARKETERS AND PREDICTIONS FOR 2014 Would you mind sharing a
More informationCOMMON INTERNET MARKETING MISTAKES 6 ways you could be LOSING business online plus one that virtually guarantees it!
COMMON INTERNET MARKETING MISTAKES 6 ways you could be LOSING business online plus one that virtually guarantees it! Most business owners today recognize the importance of having a website. Like the telephone,
More informationThe Small Business Cloud Outlook. An inside look at how small and mid-size businesses are turning to the cloud to solve everyday issues
The Small Business Cloud Outlook An inside look at how small and mid-size businesses are turning to the cloud to solve everyday issues 1 Introduction Table of Contents 2 Introduction 5 Running Business
More informationHow to Meet EDI Compliance with Cloud ERP
How to Meet EDI Compliance with Cloud ERP Lincoln: This is Trek Talk, the Cloud ERP podcast and today s topic is Advantages of an EDI Compliant Cloud ERP. With cloud ERP you can meet your goals for EDI
More informationREPUTATION MANAGEMENT. Opinions Really Do Matter 3. How Your Contracting Business s Reputation Affects Your Bottom Line 3. The Whole Kit & Caboodle 5
Table " Contents Opinions Really Do Matter 3 How Your Contracting Business s Reputation Affects Your Bottom Line 3 The Whole Kit & Caboodle 5 Integrating Reputation Management into Your Home Improvement
More informationDECIDING WHICH CRM SOLUTION IS RIGHT FOR YOU
Book 4 of 4 DECIDING WHICH CRM SOLUTION IS RIGHT FOR YOU PART OF THE CRM SUCCESS SERIES Introduction It s Time for a CRM Solution Congratulations. Your business is growing and you ve decided the time is
More informationMaking a Bid for Profit
Making a Bid for Profit Your quick-start guide to becoming a profit-driven marketer A Practical Guide thinkwithgoogle.com 1 Introduction Recently, a number of marketers have started a new trend known as
More informationSEVEN SMB PURCHASING TRENDS FOR 2014
SEVEN SMB PURCHASING TRENDS FOR 2014 CONTENTS EXECUTIVE SUMMARY - PG. 2 METHODOLOGY - PG. 3 TREND 1: ONLINE MARKETING THRIVES, CONTENT MARKETING LEADS - PG. 4 TREND 2: DIRECT MAIL MAY BE ON THE VERGE OF
More informationTHE ULTIMATE WEB PERSONALIZATION PLANNING GUIDE
THE ULTIMATE WEB PERSONALIZATION PLANNING GUIDE HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION TABLE OF CONTENTS Why Personalization is Important...2 Getting Started: Defining Personas and Journeys...3
More informationIS YOUR WEBSITE LEAKING LEADS?
GETSMARTCONTENT ACCOUNT BASED MARKETING IS YOUR WEBSITE LEAKING LEADS? Always Relevant Marketing Catches Missed Opportunities to Connect www.getsmartcontent.com I. THE DREAM OF THE MARKETER It s the dream
More informationLouis Gudema: Founder and President of Revenue + Associates
The Interview Series - Presented by SmartFunnel Interviews of Sales + Marketing Industry Leaders Louis Gudema: Founder and President of Revenue + Associates PETER: Hello folks this is Peter Fillmore speaking.
More informationSell Your House in DAYS Instead of Months
Sell Your House in DAYS Instead of Months No Agents No Fees No Commissions No Hassle Learn the secret of selling your house in days instead of months If you re trying to sell your house, you may not have
More informationBeing found is being rich.
Being found is being rich. A GUIDE TO ONLINE MARKETING Gain control over your online advertising dollars Presented by : 411 LOCALS The online marketing agency preferred by small business owners from all
More informationDigital Marketing for Cosmetic & Plastic Surgeons and Medical Spas DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND
DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND 1 BIGSHOT ' s ALL-INCLUSIVE MARKET ING SOLUTION...can provide you with the right content, expert design work, and marketing
More informationSuccessful Steps and Simple Ideas to Maximise your Direct Marketing Return On Investment
Successful Steps and Simple Ideas to Maximise your Direct Marketing Return On Investment By German Sacristan, X1 Head of Marketing and Customer Experience, UK and author of The Digital & Direct Marketing
More informationCONTENTS WHAT IS ONLINE MARKETING? WHY IT'S IMPORTANT HOW TO GET STARTED // TRADITIONAL MARKETING // TYPES OF ONLINE MARKETING
CONTENTS WHAT IS ONLINE MARKETING? // TRADITIONAL MARKETING // TYPES OF ONLINE MARKETING // MARKETING TYPE PROS AND CONS WHY IT'S IMPORTANT // NEW BUSINESS GENERATION // CUSTOMER RELATIONSHIP DEVELOPMENT
More informationProfit Strategies for Small Businesses
Profit Strategies for Small Businesses Tackling the Challenges of Internet Marketing If you re a small business owner, your goal is profitability. And marketing is the key to big profits. But small business
More informationHow to generate better leads that your sales team can close. Written By: Victoria Dyke
How to generate better leads that your sales team can close Written By: Victoria Dyke Introduction It isn t uncommon for companies to rely on their sales teams to call for leads, however the days of making
More informationData Functionality in Marketing
Data Functionality in Marketing By German Sacristan, X1 Head of Marketing and Customer Experience, UK and author of The Digital & Direct Marketing Goose Data is not a new thing. Successful businesses have
More informationThe State of Demand Generation
Demand generation the practice of driving awareness and interest in a brand s products and services isn t new, but modern techniques for demand generation certainly are. Visionaries like Seth Godin have
More informationAs the nature and location of work has changed
OCTOBER 2014 THE STATE OF Managed Phone Services in the Cloud Virtual PBX Poised to Replace Obsolete Telephone Systems Executive Summary Small and midsized businesses face several key challenges brought
More informationState of SMB IT 1H 2013
State of SMB IT Semi-Annual Report On Small And Midsize Business Technology Plans & Purchase Intent Spiceworks Inc., 7300 FM 2222, Bldg 3, Ste 100, Austin, TX 78730 Tel: 1-512-628-8280 Fax: 1-866-567-2744
More informationAPPSolutely for Business. Ed Bae, September 14th
APPSolutely for Business Ed Bae, September 14th Sizing the Small to Medium Business Market Defining SMB Customers Typically
More informationHOW TO. to Executives. You know that marketing automation is the greatest thing since sliced bread. After all, what else can help you...
HOW TO Sell Marketing to Executives Automation You know that marketing automation is the greatest thing since sliced bread. After all, what else can help you... 1 making inroads with the corner office
More informationCold Calling in the 21 st Century: The New Rules
Cold Calling in the 21 st Century: The New Rules By Wendy Weiss, The Queen of Cold Calling Is Cold Calling Dead? That s what you hear. No one likes making cold calls. No one likes receiving cold calls.
More informationMORE DATA - MORE PROBLEMS
July 2014 MORE DATA - MORE PROBLEMS HOW CAN SMBs ADDRESS DATA ISSUES? Data Source In this report, Mint Jutras references data collected from its 2014 Enterprise Solution Study, which investigated goals,
More information2014-2015. Digital Marketing Salary Guide. National. An Inside Look at Digital Marketing Salaries. Mondo.com
2014-2015 Digital Marketing Salary Guide An Inside Look at Digital Marketing Salaries National Mondo.com A DIGITAL ERA How technology is shaping the future of marketing With hundreds of different ways
More informationIntroduction to VoIP for Small and Medium Sized Businesses
Introduction to VoIP for Small and Medium Sized Businesses Understanding the Options and Opportunities April 17th, 2007 Notice Copyright 2009 Metaswitch Networks. All rights reserved. Other brands and
More information...you and your IT team can connect over cloud
Click...you and your IT team can connect over cloud Cloud is a great way to get your organisation working in harmony across the board. But what s in it for your IT crowd? Won t Cloud start treading on
More informationGuideline to purchase a CRM Solution
Guideline to purchase a CRM Solution esphere Whitepaper Content list Introduction... 3 Challenges... 3 Overview... 4 Define Your CRM Requirements and Business Objectives and start gather information...
More informationCONTENT MARKETING FUNDAMENTALS
CONTENT MARKETING FUNDAMENTALS FULL SERVICE INTERNET MARKETING FIRM WWW.FSIMF.COM (800) 822-3601 IMPORTANCE OF CONTENT MARKETING Digital and internet marketing techniques have significantly changed the
More informationIT Security: Enabled. Managed Security Beyond the Trusted Advisor Role
IT Security: Enabled Managed Security Beyond the Trusted Advisor Role 1.0 Security challenges require solutions - and there's a lot of each! The Cloud Security Services/Managed Security Services (MSS)
More informationMyths of Digital Marketing
Myths of Digital Marketing All I need is a good looking website. You may have your own ideas about website design. Have you paid thousands of dollars to a web designer only to leave it sitting on the web,
More information730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com
Lead Scoring: Five Steps to Getting Started 730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com Introduction Lead scoring applies mathematical formulas to rank potential
More informationThere are over 18.000.000. SMBs worldwide. There is nothing small about small and midsize businesses (SMBs) Selling cloud services to SMBs
There is nothing small about small and midsize businesses (SMBs) There are over 18.000.000 SMBs worldwide [Spiceworks] There is nothing small about small and midsize businesses (SMBs) Employing nearly
More informationHow to Outsource Without Being a Ninnyhammer
How to Outsource Without Being a Ninnyhammer 5 mistakes people make when outsourcing for profit By Jason Fladlien 2 Introduction The way everyone does outsourcing is patently wrong, and this report is
More informationThe 2013 Marketer s Guide to Selecting the Right Email Agency. Email Marketing & Digital Messaging Services
The 2013 Marketer s Guide to Selecting the Right Email Agency With email marketing as the top area of marketing investment in 2013, savvy digital leaders are long past the notion that email technology
More informationwhite paper Tracking Phone Leads: The Missing Piece of Marketing Automation
white paper Tracking Phone Leads: The Missing Piece of Marketing Automation Tracking Phone Leads: The Missing Piece of Marketing Automation 21 Executive Summary Marketing organizations today including
More informationMarket Report: The SMB Market for Unified Communications and Hosted Services
Market Report: The SMB Market for Unified Communications and Hosted Services June 2015 Report sponsored by Edgewater Networks and Metaswitch Networks Overview In March 2015, Edgewater Networks and Metaswitch
More informationSin #1 - Not Establishing a Clear and Realistic Goal
A s a B2B lead generation tool, search engine marketing (SEM) is all the rage everyone wants a piece of the pie. Unfortunately, countless companies lose time and money trying to cash in on the alluring
More informationBuilding The Business Case For Launching an App Store
Building The Business Case For Launching an App Store Why Telcos and ISPs are perfectly positioned to become the SaaS channel for their SMB customers This paper is intended to help ISPs and Telcos realize
More informationCo-employment and Managed Service Providers. A new way to think about navigating co-employment
Co-employment and Managed Service Providers A new way to think about navigating co-employment The U.S. job market consists of 939,000 accounting professionals; 812,000 people are employed by the publishing
More informationHow To Use Marketing Automation
The Missing Piece of Marketing Automation: Your Phone What matters most is the strategy and skill with which you use it. It s an ambition for businesses all over the globe: discover a way to market your
More informationGuide. Email is vital - but it s not your business!
Email is vital - but it s not your business! Businesses around the world send around 100 billion emails every day and the volume shows no sign of abating any time soon. Indeed, according to research from
More informationBringing the Power. of Marketing Automation To The Fortune 5,000,000
Many of the world s largest corporations are now utilizing automation tools to analyze and track all of their online marketing activities. However, these tools are not limited to the Fortune 500. Some
More information2015 State of Artificial Intelligence & Big Data in the Enterprise
2015 State of Artificial Intelligence & Big Data in the Enterprise 2 Table of Contents Introduction...3 Demographics...3 Executive Summary...4 Key Findings...5 Conclusions, Insights and Guidance...8 Respondent
More informationAlign Sales and Marketing to Increase Sales
Align Sales and Marketing to Increase Sales Using an integrated marketing platform makes the lifecycle of the customer experience visible and measurable, allowing sales and marketing to share real-time
More informationTelemarketing Services Buyer's Guide By the purchasing experts at BuyerZone
Introduction: reasons to outsource The main reason companies outsource telemarketing operations is that setting up a large scale telemarketing call center is expensive and complicated. First you ll need
More information10 steps to the Cloud for SMBs Introduction to Cloud computing. www.fasthosts.co.uk. Ask the Experts. Making Business Work Better Online
10 steps to the Cloud for SMBs Introduction to Cloud computing This paper is designed to explain, in plain English, the real reasons behind how your business can benefit from Cloud computing, and help
More informationRunning a Successful Referral Program. 9 Best Practices
Running a Successful Referral Program 9 Best Practices WHY REFERRAL PROGRAMS ARE A CRITICAL PART OF TODAY S MARKETING MIX. Your company spends time, money and resources executing your marketing and advertising
More informationDigital Marketing for Small Businesses (SMB s) Myths and Must-Do s
Digital Marketing for Small Businesses (SMB s) Myths and Must-Do s We Deliver the Right Message, to the Right Audience, at the Right Moment, on the Right Device. 39 Active clients 48 Brands and Retailers
More informationSelecting Enterprise Software
Selecting Enterprise Software Introduction The path to selecting enterprise software is riddled with potential pitfalls and the decision can make or break project success, so it s worth the time and effort
More informationCRAFTING CONTENT TO BUYER STAGE TO INCREASE SOCIAL ROI
CRAFTING CONTENT TO BUYER STAGE TO INCREASE SOCIAL ROI W hen it comes to social media, some businesses assume that posting content is the end goal, and having something posted every day, or multiple times
More information1/16/07 Jon Arnold OK WITH CORRECTIONS NO FURTHER PROOF NEEDED CORRECTIONS REQUIRED SHOW NEW PROOF
APPROVAL Date: Description: Analysts In Media Level 9, 55 Broad Street, New York, NY, 10004 T +212 488 1777 F +212 785 2593 IMPORTANT Job#: PLEASE check this proof carefully for errors and omissions. Your
More informationReview: Better Lead Generation by Nancy Pekala
Truth or Dare: Discovering the Secrets behind Better Lead Generation By Nancy Pekala Why can t sales and marketing just get along, and what is the impact on a B2B organization s lead generation performance?
More information01 877.362.4556 www.listrak.com
Behavioral Retargeting Email Campaigns: Five Things You Need to Know 01 2010, Listrak By Megan Ouellet, Director of Marketing June 28, 2010 Forrester Research reported that 154 million people in the United
More information5 THINGS EVERY B2B MARKETER SHOULD KNOW JO MACDERMOTT
5 THINGS EVERY B2B MARKETER SHOULD KNOW JO MACDERMOTT INTRODUCTION If you re running or marketing a business on behalf of someone else, you know how important it is to stay relevant, especially when it
More informationBridging the Gap between Mobile Product Development and Customer Experience: Seven Imperatives for IT Organizations
Bridging the Gap between Mobile Product Development and Customer Experience: Seven Imperatives for IT Organizations Published: 10 November 2014 Author: Bob Egan, Chief Analyst Organizations must bridge
More informationMajor Donor Development: 101
101 U n d e r s ta n d i n g & C u lt i vat i n g R e l at i o n s h i p s w i t h M a j o r D o n o r s As harsh as it sounds, no one cares about your needs. Every nonprofit organization on the planet
More informationDatamation. 5 Reasons to Consider SaaS for Your Business Applications. Executive Brief. In This Paper
5 Reasons to Consider SaaS for Your Business Applications In This Paper SaaS-based business applications offer a number of advantages for line-of-business managers Oracle offers a suite of SaaS business
More informationLeave IT to the Experts
EXECUTIVE BRIEF: Leave IT to the Experts When should your organization consider outsourcing its IT support? With the growing reliance on big data and IT, selecting the right IT partner is mission critical.
More informationMarket Review and Outlook: Small and Medium Business Needs of Internet-Based Services
Market Review and Outlook: Small and Medium Business Needs of Internet-Based Services October 2010 Sponsored by Verio, Inc. ABSTRACT In this report, readers will learn about the specific needs of small
More informationFive Tips for Creating Email Campaigns that Don t Suck
Five Tips for Creating Email Campaigns that Don t Suck The Spiceworks scoop on marketing to IT buyers. 7New February, 2014 Sun Mon Tues Wed Thurs Fri Sat 1 2 3 4 5 6 7 8 9 16 23 10 17 24 11 18 25 12 19
More informationRethinking Recovery: Using Data and Technology to Tackle Customer Returns and Overstock
G LOBAL SCM Rethinking Recovery: Using Data and Technology to Tackle Customer Returns and Overstock BY HOWARD ROSENBERG ON JUL 7, 2015 Retailers and manufacturers liquidate more than 95 percent of customer
More informationTABLE OF CONTENTS. Why Email Marketing? Growing Your Subscribers. Email Content Ideas. Email Best Practices. Conclusion
Growing Your Business with Email Marketing TABLE OF CONTENTS Why Email Marketing? Growing Your Subscribers Email Content Ideas Email Best Practices Conclusion 1 6 10 15 18 WHY EMAIL MARKETING? Email marketing
More informationSocial Media, Meet ROI: The Secrets to the Strategic Thinking
Social Media, Meet ROI: The Secrets to the Strategic Thinking Global Trends and Local Tactics Aaron Kahlow CEO & Founder www.onlinemarketinginstitute.org Aaron Kahlow Digital Marketer Been There and Done
More informationCustomer Activation. Marketing with a Measurable Purpose
Customer Activation Marketing with a Measurable Purpose INTRODUCTION As a marketing leader, you need to think about the lifecycle that each of your customers progresses through from potential customer
More informationChallenge. Ten key attributes of an effective contact database vendor BUYER S GUIDE TO SELECTING A CONTACT DATABASE VENDOR CONTENTS
CONTENTS Introduction... 2 Challenge... 3 Ten key attributes of an effective contact database vendor... 3-6 Challenge Ten key attributes of an effective contact database vendor 1. Flexibility 2. Accuracy
More informationWHAT IS LEAD NURTURING?
WHAT IS LEAD NURTURING? DEFINING LEAD NURTURING Lead nurturing is the process of building effective relationships with potential customers throughout the buying journey. The Difference Between Drip Marketing
More informationWeb Design is Broken: It s Probably Your Fault
Taking web design more seriously The sad truth is that most organizations view their web sites and the people who design and build them as part of the cost in cost center. No, they say, the people at the
More informationThe Audience Persona
CHAPTER 10 The Audience Persona Bonus Material 20-SOMETHING SUSAN Susan is 27-year-old digital native. She was an English major and got her start working for a marketing technology company. On the job,
More informationEXECUTIVE REPORT. Build vs Buy: Key Steps to Overcome Capital Constraints in the Data Center
EXECUTIVE REPORT Build vs Buy: Key Steps to Overcome Capital Constraints in the Data Center Overview Data center industry trends are changing the way businesses spend money and invest in IT initiatives.
More information5 STEPS to INCREASE WEBSITE LEADS. An Introduction to Inbound Marketing. a product of the minds @
5 STEPS to INCREASE WEBSITE LEADS An Introduction to Inbound Marketing a product of the minds @ Five Steps to Increase Website Leads Introduction Inbound Marketing isn t a fad - it s a proven strategy.
More informationThe changing face of technology buyers
The changing face of technology buyers As executives beyond IT buy more technology and influence IT s purchasing decisions, technology companies need to learn how to sell to these new buyers. By Mark Brinda
More informationThomas Kloet Chief Executive Officer TMX Group. The Economic Club of Canada May 27, 2014 **CHECK AGAINST DELIVERY**
Thomas Kloet Chief Executive Officer TMX Group The Economic Club of Canada May 27, 2014 **CHECK AGAINST DELIVERY** Show Me the Money An Exploration of Capital Raising in Canada Thanks very much, Natasha,
More informationSocial media 101. Social Enterprise East of England: Boot Camp. 5 June 2014
Social media 101 Social Enterprise East of England: Boot Camp 5 June 2014 Programme How you can build a great personal social media presence Social media strategy essentials How to measure success Community
More informationTurbocharge Your Email Marketing Through Better Transactional Messages
Turbocharge Your Email Marketing Through Better Turbocharge Your Email Marketing Through Better How to Use Everyday Transactional Emails for Greater Customer Experiences and More Revenue $ option #3 option
More informationSTOP TALKING AND START LISTENING
STOP TALKING AND START LISTENING 1 WHAT YOUR AUDIENCE CAN TEACH YOU ABOUT CONTENT MARKETING In 1895, John Deere published The Furrow, a periodical for farmers (which is still published today). The plow
More informationnfrascaletm Whitepaper A Step-By-Step Guide to Monetizing Cloud Data Protection and Collaboration
Whitepaper A Step-By-Step Guide to Monetizing Cloud Data Protection and Collaboration TM I Phone: +1.877.896.3611 Web: www.i.com A Step-By-Step Guide to Monetizing Cloud Data Protection and Collaboration
More informationAre Trade Shows Still Relevant?
Are Trade Shows Still Relevant? There was a time when a trade show budget was never questioned. If your company had a product to launch, training to conduct, leads to generate or branding to imprint, the
More informationIdentifying new markets for Managed Services
Identifying Growth Markets for Managed Services Strategies for Managed Service Providers to capture a larger share of IT spending Identifying new markets for Managed Services WWW.OVUM.COM Written by:roy
More information7 steps to choosing the right IT support company.
7 steps to choosing the right IT support company. If you want to ensure the process is hassle free and meets the requirements of your business this guide will take you through the correct process step
More informationPRACTICAL GUIDANCE FOR 2011. Grow Profit as a Full Service Provider Parallels SMB Cloud Insights
PRACTICAL GUIDANCE FOR 2011 Grow Profit as a Full Service Provider Parallels SMB Cloud Insights Table of Contents Executive Summary...1 Definitions...2 Key Findings in the Cloud...3 Figure 1: Cloud Service
More informationHow to Get PSAs Placed Working with your local media
Working with Your Local Media The Ad Council engages leaders at national media companies to secure billions of dollars worth of donated media annually on behalf of all Ad Council campaigns. To further
More information