Demand generation – what tactic should you use?

1. Dell Software Group Case Study
Using data to deliver increased ROI

2. We have a Global reach
• Intro
• Research
• Case Study (Dell)
• Lessons
Agenda
Kingpincomms.com

3. Kingpincomms.com
Intro
James Foulkes
Co Founder
Kingpin Communications
From Grimsby

4. The Technology to Business
agency – platform agnostic
audience specific, results
driven!
Reaching millions of users…
…delivering positive ROI
…generating tens of thousands of leads...
…having thousands of conversations…

5. A London-based B2B
marketing agency
focused on delivering
ROI
Founded 1997, grown to 17 staff, £7m turnover in 2014
Winners of Market Research Award (Marketing Week Engage Awards)
Across 20+ countries in EMEA, Asia & Americas
100+ years of Team Marketing experience

6. Simply based on your metrics and
definitions of success
Sure we’ll often use similar tactics,
but they’re never the same
If your prospects need face to face
conversations before they’ll turn
into an opportunity, we’ll work
towards that
If they need a tonne of online
content before they’ll engage –
then we’ll build a campaign around
that
Kingpincomms.com

7. Buying Landscape

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Meet the research:
• IDG Customer Engagement Survey. UK, Senior IT.
• CEB The Challenger Customer. Global B2B.
• Techtarget Media Consumption Report EMEA. Senior IT.
• Kingpin Tech Marketers and IT Buyers report. UK, FR, DE. Tech Marketers and
Senior IT.

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Let’s get quizzical
1. What % of UK IT Managers are responsible for identifying
their company’s IT needs?
2. What is the average number of B2B buyers involved in a
decision?
3. What percentage of UK co’s bought from an organization
they never knew before their research started?
4. What percentage of Tech buyers use video in the Evaluation
Stage?
5. What is the optimum length of a whitepaper?
6. How many Decision Makers use personal email addresses?
7. What percentage of tech buyers will ignore your future
promotions if you DON’T follow up?

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Are we targeting the right person?
Who identifies the need
Who TMs prioritise
vs

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32%
26%
14%
13%
7%
8%
Project involvement
IT Manager/Dept
Department Head
C-Level
End user
C-Level (Non-IT)
Outsourced
C-suite has limited (though important)
involvement in purchasing process
What about further down the decision journey…
(Even final purchasing is split)

12. Row Labels Asset Download Event Reg Grand Total
FY11Q1 1 1
Ciso 1 1
FY11Q2 14 14
E-Commerce Manager 1 1
Enterprise Security Architect 1 1
IT Manager 2 2
IT Programme Test Manager 1 1
IT Project Manager 3 3
IT Security Specialist 1 1
Senior IT Architect 1 1
Senior Security Specialist 1 1
Senior Solutions Consultant 1 1
SENIOR TECHNICAL CONSULTANT 1 1
Solutions Architect 1 1
FY11Q3 5 2 7
CDMS Support & Development Manager 1 1
IT Management(Manager IS/IT) 1 1
IT Operations Manager 1 1
IT Risk Partner 1 1
IT Security VP/Director 1 1
IT Technical Specialist 1 1
Senior Administrator 1 1
FY11Q4 2 2
Data Centre Strategy & Planning Manager 1 1
IT Manager 1 1
FY12Q1 2 2
Chief Information Security Officer 1 1
IT Manager 1 1
FY12Q3 2 1 3
Head Of IT Strategy & Architecture 1 1
IT Security Specialist 1 1 2
Grand Total 26 3 29
Scoping
phase
Shortlisting
phase
Validating
phase
Identify
need
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Real World Example – Company A

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The Average B2B decision making group includes 5.4 buyers
CEB – The Challenger Customer - 2015

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14%
73%
10%
3%
19%
72%
8%
1%
19%
68%
11%
2%
23%
53%
19%
5%
15%
60%
15%
10%
0%
15%
30%
45%
60%
75%
90%
A new technology vendor that
my company was not originally
familiar with
We had purchased solutions
from the vendor in the past
We were familiar with the
vendor but had not purchased
solutions from them in the past
I am not sure
©TechTarget, 2015 Media Consumption Report
DACH France Spain United Kingdom Rest of Europe
Which of the following best describes your company's relationship with the vendor selected for
your last IT purchase?
High Propensity to work with incumbent Vendor…

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… but buyers will often engage with unfamiliar vendors
18%
38%
16%
28%
23%
43%
17% 17%
22%
56%
15%
7%
20%
42%
9%
29%27%
44%
20%
9%
0%
20%
40%
60%
I only downloaded/viewed
content that was produced by a
vendor that I was not previously
familiar with
I engaged in a conversation with
an unfamiliar vendor's sales rep,
but did not select the vendor for
my purchase
I selected a vendor that I was
not previously familiar with for
our final IT purchase
I did not download/view content
or engage with a vendor that I
was not previously familiar with
for my last IT purchase
While conducting your research for your last IT purchase, which of the following best
describes your interaction(s) with a vendor/reseller you were not previously familiar with?
DACH France Spain United Kingdom Rest of Europe
©TechTarget, 2015 Media Consumption Report

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42%
79%
27%
43%
19%
46%
73%
42%
39%
21%
50%
70%
21% 19%
7%
55%
80%
44%
39%
23%
44%
73%
41%
26%
10%
0%
15%
30%
45%
60%
75%
90%
Evaluating the technology
marketplace
Comparing technology
vendors/solutions
Building a narrow list of
technology
vendors/solutions
Making the final purchase I spent the same amount
of time in each
DACH France Spain United Kingdom Rest of Europe
©TechTarget, 2015 Media Consumption Report
Which of the following activities did you spend most of your time on during the buying
process for your last IT purchase?
Majority of the buying process is spent comparing technology
vendors/solutions

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IDG’s own research showed vendor specific content is consumed throughout
the buying process
What are they consuming to make decisions?
IDG – Customer Engagement study - 2015

18. Kingpincomms.com
VIDEO A MAJOR INFLUENCER ESPECIALLY
DURING THE EVALUATION STAGE
1.
In-depth
product reviews
of B2B tech buyers watch videos
at some point in the purchase process
Top Video types across all stages
2.
How-to
videos
3.
Technology
primers
IDG – Customer Engagement study - 2015
of B2B tech buyers watch videos
at some point in the purchase process
91%
Video is a rising star

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• Forbes revealed that that 75% of executives questioned watch
business related videos online every week.
• Of those, 65% visit the marketer’s website after viewing a
video.
WHO But what about C-Suite?

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8%
68%
15%
9%10%
38% 37%
15%
1%
37%
52%
10%
18%
51%
22%
9%
13%
60%
20%
7%
0%
15%
30%
45%
60%
75%
2 pages or less 3-6 pages 7-10 pages 10 or more pages
DACH France Spain United Kingdom Rest of Europe
What is your preferred length of a white paper that is assisting you in your research
related to an IT purchase?
White papers can work if… they are 6 pages or less in length
©TechTarget, 2015 Media Consumption Report

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A third of IT decision-makers now use personal email addresses
Q. When registering for content used in the purchase process, do you typically provide..
58%
Work email
(specifically for content
registration)
Personal email address
19% 14%
(for content registration
& other tasks)
No email
address
9%
76%
registered online in the last 6 months
to receive content about an enterprise
technology solution
IDG – Customer Engagement study - 2015

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It’s important to follow-up in a timely manner
say contact within
desired timeframe
increases likelihood
to purchase
69% 77%
say contact outside the
desired timeframe
decreases likelihood to
purchase
say no contact at all
decreases likelihood to
purchase
73%
6 DAYS is the
average preferred
contact time
25% typically prefer to
be left to contact
sales people
when ready
IDG – Customer Engagement study - 2015
Vendor follow-up

23. Q: When you request to be contacted by a vendor regarding a specific enterprise solution and the vendor does not contact you at all, which of the following actions are you more likely to take as a direct result?
To evaluate other
venders
Mention lack of
follow-up to colleagues
Ignore future promotions
from that company
52% 45% 43%
of respondents said lack of
follow-up call will lead to a
negative reaction93%
Lack of call follow-up will drive prospects to other vendors

24. The Case Study

25. Dell Software – Overview.
Kingpincomms.com
Formed in 2012
A collection of Scalable, integrated business and enterprise
software solutions that make it easy to secure and manage
networks, applications, systems, endpoints, devices and data to
help your business deliver on the full promise of technology.
Areas of focus:

26. 26
Online/Offline demand
generation tactics
DSG internal pre-qual
Previous activity – Volume Driven
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DSG CRM

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Understanding
19,877
Historic responses
matched to
opportunities
16,373
Companies analysed
27
Media
suppliers
16
Countries
Kingpincomms.com
4
CRM Instances
The challenge. Multiple data sources…….

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The Project
We identified three main objectives:
Understand what works.
Improve ROI for the future.
Overcome the challenge of quarterly
measurement V extended sales cycles.

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Tactics vs pipeline vs spend results:
BANT lead generation – 4x investment
Multi-touch content syndication – 4x investment
Single-touch content syndication – 28x
investment
Digital display – 7x investment
Content creation with lead guarantees – 3x
investment
Online events – 1x investment
What did we discover?

30. We have a Global reach
Kingpincomms.com
• Analyse – not just results but resources as well.
• Understand – some products were transactional, some needed nurture.
• Focus – on quality V quantity.
• Report – implement an ongoing process.
• Prove – that sometimes it takes longer for an enterprise to become a lead.
What did we do?

31. 45x
25x
17x
7x
7x
4x
1x
BANT TM
Content Syndication - 2 xQQ - (Email / TM )
Display Media
Content Syndication - (Email)
Content Syndication - 3 xQQ - (Email /TM)
Content Syndication - 1 xQQ + 1 P - (Email / TM )
Content Syndication - 2 xQQ + 1 P - (Email / TM )
PHASE 2: Dell Software – Spend to Pipeline Ratio by Tactic
Kingpincomms.com

32. Kingpincomms.com
Dell Software – Results
500%
Improvement on
ROI than previous
quarters
“Kingpin has added significant value to Dell
Software digital marketing across EMEA, by
providing a single view of our digital marketing
efforts and using these insights to plan and
optimise our campaigns to deliver a much
healthier pipeline.”
Jayson Gehri
Director, EMEA Regional Marketing
Kim McCarthy
Digital Media Specialist, Digital Marketing
2311
MQL’s in Q1

33. We have a Global reach
Kingpincomms.com
• WP’s can work – just keep them short at the top of the funnel.
• No one tactic wins.
• Analyse your results on a continuous basis and not just quarterly.
• Timely follow up is key – but UNDERSTANDING their business is better.
• Don’t expect C-Suite to engage via download/content syndication. Use other tactics.
• If you don’t use video content. You should.
• Don’t kick out personal email addresses.
Lessons

34. We have a Global reach
All Kingpin research is downloadable from
kingpincomms.com/resources/whitepapers
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