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IDG NORDICS DEMAND GENERATIONAccount Based Marketing update

IDG Connect

2

Identify in-market

purchase intent and

buying teams

IDG’s high quality first party data derived from:

IDG premium media brands offer a focus on tech

audiences and enables marketers to reach their targets

PREMIUM BRANDS + QUALITY DATA

IDG Brands

44M 147COUNTRIES

3

SWEDEN

650,531

NORWAY

346,531

FINLAND

118,114

65%

IT

63%

IT

54%

IT

61%

IT

DENMARK

317,826

% by Company Size

20,000 >10,000 – 19,999

5,000 – 9,9991,000 – 4,999

500 – 999100 – 499

50 - 99 < 50

12%8%8%17%14%9%7%25%

4

9%

8%

51%

5%

7%

4%

8%

8%

ApplicationDevelopment

Backup/Storage

Cloud /Virtualisation

CRM/BusinessIntelligence

Job Title

Total

899

Company Size

28% 20% 19% 14% 10% 19% 22% 26%

72% 80% 81% 86% 90% 81% 78% 74%

0%20%40%60%80%

100%

1-499 500+

What projects do you think your organisation may undertake in the

next 12 months?

56% 57% 64% 69% 65%47%

70% 66%

14% 10%11% 8% 10%

9%

5%11% 13%

10% 6%

13%

11%10% 11%9%

ApplicationDevelopment

Backup/Storage Cloud /Virtualisation

CRM/BusinessIntelligence

Data Centre IT-as-a-Service Mobility Security

IT Management: Manager IT Management: Technical ConsultantIT Management: Director IT Management: CIO, CTO, CSO

Planned Project - Sweden

5

16%

25%

12%10%

15%

22%

Database as a service

Infrastructure as aserviceMiddleware

Other

Platform as a service

44%

24%

20%

4%8%

Job Title

Total

155

Company Size

20% 24%11%

27%8%

24%

80% 76%89%

73%92%

76%

0%

50%

100%

1-499 500+Which areas of technology investment

will benefit from cloud services?

Database as a service Infrastructure as a service Middleware Other Platform as a service Software as a service

53%

18%

8%

58%16

%

21%

73%

13%

58%17

%

13%

4%8%

50%

15%

12%

9%

6%0%

Cloud Services - Sweden

IT Management: ManagerIT Management: DirectorIT Management: Technical ConsultantIT Management: CIO, CTO, CSO

Other: IT StaffBusiness Management: CFO, Controller, TreasurerBusiness Management: CEO, COO, Chairman, PresidentBusiness Management: Director, Manager

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IDG DIRECT: IN-HOUSE CONTACT CENTER MANAGING, PROTECTING AND INTEGRATING DATA

Branded conversation

and research

to deliver qualified leads anywhere

in the world

Providing protected data

High quality data is integrated

with demand generation

Know where calls are

being generated

55,000 calls/day globally, offering

added scale for demand generation

MARKET CHALLENGE

8

25%

NEW DECISION MAKERS

Source: 2013 IDC Black Book

2013

40%2016

Line of Business (LOB) professionals are an increasingly important voice in new IT initiatives

The rise of LOB

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BUYING TEAM

COMPLEXITY

A challenging market:

50% of buyers admit that emotion is driver in how they buy

Technology***

Buyers are two-thirds to 90% of the way through their journey before they reach out to a vendor*

67% of marketers want improved data accuracy****

Shortlist content carries 24% more weight than education**

Average of 16 buying team members at site level**

*Source: Forrester

** Source: IDG Connect buyer research 2015

*** Source: IDG Connect Emotional buyer research 2016*** Teradata 2015 Global Data-Driven Marketing Survey: Progressing Toward True Individualization

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Sales ready leads

What are they viewing?

Who do they use?

What they are doing?

Agreement to speak

Premium

Audience

CUSTOMERS WANT MORE

New customers

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DEVELOPING A STRATEGIC APPROACH TO ACCOUNT BASED MARKETING

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“We believe strongly that

account-based marketing

will take off this year as

more B2B marketers

recognize the value of

delivering the right

message at the right time

to the right account”

LUMA CALLING OUT ABM AS TREND TO WATCH IN 2016

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Create relevant content

based on buying stage

and buyer persona

Personalise content

Create high value

content that is unique

for you target accounts

Deliver content based

on function and role

BUYER STAGERELEVANT CONTENT METRICS

What buying stage is

the contact at?

Site or HQ level

Identify level of

influence

What stage of the

buying cycle is the

account in?

Content impact

Stage of buying process

No of buyers

Type of project

Contacts with intent

CREATING AN EFFECTIVE ABM PROGRAM

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ABM360 : A COMPLETE ACCOUNT-BASED MARKETING SUITE

The IDG Connect advantage

1. First party global data

2. Full BI analysis at buyer level

3. Established demand generation solutions

4. One point of contact

5. Over 100 ABM campaigns conducted in 12

months

6. Customisable data segments

First Party Data

Tech Domain

Expertise

360° Marketing

Capabilities

TM

ALLOWS YOU TO TARGET ONLY THE COMPANIES AND THE INDIVIDUALS WITHIN THOSE COMPANIES THAT MATTER MOST FOR YOUR MARKETING NEEDS.

Build. Measure. Score.

Aggregates data

intent signals from

IDG proprietary first-

party data sources

across target

account companies.

How it Works:

Benefits:

IDG uncovers buying teams within a target

account to deliver data-rich, high quality leads.

Provides actionable

sales intelligence at the

company and individual

level with enhanced lead generation.

Validates reading of

intent signals with

BANT style

qualification to

identify specific

projects and

opportunities.

In-depth account-

by-account

reporting with

actionable data and

multiple contacts

per company.

Overview:

Gather data-driven

insights on company

activity and high

quality individual

leads that are ready

to convert.

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ABM EXECUTIVE INTERVIEWS: DEEP INSIGHT TO EXECUTIVE LEVEL BUYING BEHAVIOUR

1. Obtain audience insight on key IT area from

target account list

2. 10-15 minute interview conducted

3. Supply of transcript and company

name to assist with wider marketing needs

4. Use findings to support quantitative research

and for marketing communication

Solution:

Identify trends and challenges around

Data integration from target account list

across 5 countries. To use interviews to

help structure survey for wider

content project

Goal:

20,000 words

of intelligence

20 Interviews

C-Suite

Target account

Additional

Persona scan

offered

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COMPLETE DATA SOLUTIONS AND TARGETED DEMAND GENERATION

DATA SOLUTIONS

KEY DECISION

MAKERS

PROJECT

STAKEHOLDER

WITH DECISION POWER

BUSINESS

CHALLENGES, TOPICAL

INTEREST, TRIGGERS,

BRAND

ADVOCATE/MIND SHARE

VERIFIED BUSINESS

CONTACT INFORMATION

AUDIENCE

INTELLIGENCE

FULL DATA ANALYSIS

AND INTELLIGENCE

ACCOUNT BEHAVIOUR

BRAND POSITION

BUYER EDGE

ACCOUNT

TARGETING

BUYER

SUPPLIED ACCOUNT

LIST

FORTUNE 2000 AND

LOCAL MARKET LISTED

COMPANIES

INSTALLBASE

TARGETING

PROJECT

IDENTIFICATION

DATA ANALYSIS TO

UNCOVER PROJECTS

ENGAGE BUYING TEAM

MEMBERS

DELIVER HQL LEADS

NURTURE LONG TERM

PROJECTS

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IDG CONNECT ECHOACTIONABLE AUDIENCE TARGETING

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First party non-anonymous data

Ability to target accounts on global scale

Reporting on account level interactions

Integrate with ABM demand generation

Create an Always on Campaign

3,800 SENIOR

BUYERS

FULL PROFILE

ACCOUNT

ANALYSIS

147 COUNTRIES

TARGET ACCOUNTS

LIST CAN BE SPLIT

BY COUNTRY AND

REGION

SEGMENT BY:

TOPIC INTEREST

PLANNED PROJECT

VERTICAL

SURROUND

ACCOUNTS WITH

PLANNED IT

PROJECTS

ECHOUSING THE POWER AND AUDIENCE OF IDG CONNECT

TO CREATE HIGHLY TARGETED CAMPAIGNS TO

SUPPORT ABM DEMAND GENERATION INITIATIVES

BUILDING GLOBAL

ALWAYS ON CAMPAIGNS

SEGMENT BY COUNTRY, ACCOUNT, PROJECT, THEME

TO BUILD SEGEMENTS WITH LESS WASTAGE

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42,461

.

North America

12,773

.

Europe

1,033

.

South America

3,387APAC

597Africa

9541,141 1,113 1,149 1,150

782

0

500

1000

1500

2015 2014 2013 2012 2011 2010

Company Rank Unique Companies with Project Identified

1 – 500 166

501 – 1,000 115

1,001 – 1,500 96

1,501 – 2,000 58

Total Projects

Identified 435

Historical Engagement:

Projects Identified:

.

Middle East

525

FORBES 2000 CONTENT ENGAGEMENT

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FORTUNE 2000 BUYING INTENTIONS

39%

11%10%

9%

9%

7%

7%6% 1%1% 0%

Cloud/Virtualisation Application Development

IT-as-a-Service Security

Mobility Backup/Storage

Data Centre CRM/Business Intelligence

Archiving Data Center

Analytics

44%17%

4%

25%

3%

6%

3,800+ BUYERS

FORBES 2000 AUDIENCE INTELLIGENCE

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762 CONTACTS IDENTIFIED

3,294 IMPRESSIONS SERVED

4 PERSONAS ENGAGED VIA CLICK

2 LOCATIONS (LONDON AND DUBLIN)

IT MANAGEMENT AND TECHICAL DECISION MAKER

CONSISTENT DOWNLOAD ACTIVITY WITH APPLICATION DEPLOYMENT, INFASTRUCTURE MANAGEMENT, ENTERPRISE APPLICATION INTEGRATION AND SALESFORCE AUTOMATION

BOTH LONDON AND DUBLIN LOCATIONS CITED PLANNED APPLICATION DEVELOPMENT PROJECT

36 LEADS DELIVERED

SAMPLE REPORT

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ABM 360

SUPPLY TARGET

ACCOUNT LIST TO

CREATE HIGHLY

TARGETED

SEGMENT INTEGRATE DISPLAY WITH TARGET

ACCOUNT DEMAND GENERATION

CREATE ALWAYS ON CAMPAIGN TO

MAXIMISE TARGETING

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FORBES 2000

GLOBAL

COUNTRY SEGMENT

SENIORITY3,000+ ACTIVE

PROJECTS

ABILITY TO SEGMENT BY

CONTENT CONSUMPTION

PROJECT SCOPE

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CONTENT INTEREST

CONTENT

ENGAGEMENT

INDIVIDUALS WHO HAVE DOWNLOADED SPECIFIC CONTENT

BY TOPIC

SEGMENT BY KEY THEMES SUCH AS PRIVATE CLOUD

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COMPETITORENGAGEMENT

INCREASE BRAND

AND SHARE OF

VOICE AGAINST

COMPETITOR SET IDENTIFY KEY COMPETITOR SET

TARCK AND ENGAGE TO AUDIENCE WHO

HAVE DOWNLOADED AND ACCESSED

COMPEITOR CONTENT

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PROJECT LEADERSHIP

CREATE SUPER

DATA SEGMENT OF

INDIVIDUALS

WITH PLANNED

IT PROJECTOVER 30,000 PROJECTS IDENTIFIED

BUILD BRAND PROPOSITION AND

PUSH ADVERT CREATIVE TO

INDIVIDUALS WITH PROJECTS

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EXTEND TO LINE

OF BUSINESS

PERSONAS

HUMAN RESOURCE, MARKETING,

FINANCE, FACILITIES

FURTHER SEGMENT BY FORBES 2000 OR

CONTENT CONSUMPTION

BEYOND TECH BUYERS

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THANK YOU

30

Delivering sales ready leadsacross 15 countries

Requirement to deliver sales ready leads

for mobility and collaboration solutions

Requirement for new mobile initiative to

support brand messaging and thought

leadership

Goal:

1. Conduct assessment of Cisco

content and identify strongest assets

2. Build dedicated content zone within

the IDG Connect iOS App

3. Use email and business intelligence

to identify prospect data set

4. Build dedicated Cisco team at IDG

Direct to work on script and Cisco

sales

5. Undertake Sonar campaign

providing project account profiles

6. Full buyer persona included

7. 300+ leads supplied

Solution:

$400,600 Sales250% Qtr. v Qtr. increase in ROI

ABM ACCOUNT TARGETING