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Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Community Insight for Marketing Technology ProcurementRussell Rothstein, IT Central Station Keith Burrows, Lattice EnginesAndrea Ward, Oracle Roland Smart, Oracle
Oracle OpenWorld - September 30, 2014
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 2
Safe Harbor StatementThe following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 39/30/2014
Russell Rothstein@RussRothsteinIT
CEO and FounderIT Central Station
Andrea Ward@awatpa
VP of MarketingOracle Marketing Cloud
Keith Burrows@DemandGenMavenSenior Director of Alliances
and PartnershipsLattice Engines
Roland Smart@rsmartly
VP of Social and Community Marketing
Oracle Technology Network
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 4
We’ll answer the following questions (among others):
How have online communities changed the ways in which marketers evaluate and buy IT?
If you’re a marketing technology decision-maker, how can you use community knowledge to make better IT decisions?
If you’re a decision-maker, how should you balance different opinions about competing solutions? • For instance, a community of end-users might have different
product opinions than your own employees.
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 5
The BigShiftPractitionershavegained moreand moreinfluence inthe softwareacquisitionprocess.
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 69/30/2014
Third-party as well as owned communities help the marketing technology buyer…Do product research, validate assumptions and promises, and have honest conversations.
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 9/30/2014 7
"80% [of B2B technology buyers] use vendor support forums or discussion forums on vendor or brand websites."
"Over 40% of business technology decision-makers indicate that support forums, discussion forums, and professional social networks influence them throughout their online journey."
80%
40%Sources: forrester.com/The+Social+Behaviors+Of+Your+B2B+Customers/fulltext/-/E-RES99721 + blogs.forrester.com/kim_celestre/12-11-28-jump_start_your_online_community
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 8
Q: If you’re a marketing technology buyer, what tangible value do you get out of using
peer-to-peer resources such as IT Central Station (which you’ve previously called the “Yelp
of IT”)?
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 9/30/2014 9
Other External Communities Include:
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 10
Q: How do a vendor’s community members help a technology buyer make better IT decisions?
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 11
Helping you and your practitioners understand a product’s record of innovation
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 12
Helping your employees become better at their jobs over the long term
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 13
Q: If you’re a marketing technology buyer, how do you balance competing advice and
feedback (from your direct colleagues, frontline employees, third-party reviewers, etc.)?
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 14
2013 LinkedIn/ComScore Study on Software Buyers• “Not all IT Committee members are senior
level. Individual contributors and managers account for 50% of the IT Committee.”– 39% Manager reporting to an executive– 12% Individual contributor– 23% Senior-most decision-maker– 26% Executive
Source: “The Social Bridge to the IT Committee.” LinkedIn/ComScore/Starcom MediaVest Group/Mashwork study. https://bitly.com/1Dm1Miy
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 159/30/2014
Many Stakeholders, Many Competing Voices
IT Exec:Needs to cut
year-over-year spend by
10%
Marketing Director:
Needs investment to wrangle fragmented
customer data
Community Evangelist:Claims that
product provides an effective
one-stop marketing system.
Third-Party Reviewer:
Recommends that you patch
together point solutions instead.
INTERNAL EXTERNAL
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 16
Thanks! Other Questions?Roland: @rsmartlyAndrea: @awatpaRussell: @RussRothsteinITKeith: @DemandGenMaven
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 18
How Do Buyers and Marketers Think About Community?
Software Buyer Software Marketer
Does the presence of a community indicate a good product?
Can I promote my product on third-party communities?
Maybe this vendor has a good reason (legal, privacy-related) for
not having a community? Is building a community
too risky?
Are they hiding certain product limitations?
Are we meeting our customer communities’ business and
support needs?
Is community a better way to talk to this vendor’s customers?
Is community a better way to unleash the value of customer references?
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