The IT Buyer's Path to Purchase s Grab your audience at every stage of the journey
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Create ads IT Buyers LOVE! Made Ya Look! Webinar (Dec. 2013)
• Be personal • Drive engagement • Solve problems, inspire • Brand for consistent feeling
• Buzzwords • Marketing jargon • Stuffy corporate
imagery • Too much copy • Hyperbole
Always Avoid
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Path to Purchase IT Decisions Maker’s (ITDM) buying process
Awareness
Scoping
Planning
Selecting
Implementing
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Awareness Identifying the Problem
Green Guy Patrick Rapid 7 (Security)
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Awareness Identifying the Problem
Green Guy Patrick Rapid 7 (Security)
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IT
Results Rapid 7’s awareness campaign rocked!
2.2x Ad Clicks
IT IT IT
IT
IT
IT IT IT IT
IT
IT +170%
Brand Mentions
3x Ad Clicks
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Scoping Researching the Solution
54K Monthly Views
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70% turn to videos for
research
Scoping (cont’d) Researching the Solution
Live Stream Show
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Planning Making the Vendor Short List
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Planning (cont’d) Nurturing the relationship
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Planning (cont’d) Nurturing the relationship
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Selecting Validation & Decision
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Selecting Validation & Decision
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Selecting Validation & Decision
6.58 hours
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IT Decision Maker & Green Guy on the SAME page with the product…
Selecting Validation and Decision
IT Fixer
IT Fixer
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… but now you gotta convince Mr. Money Bags
Selecting Validation and Decision
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Selecting Validation and Decision
176 cases
generated
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Path to Purchase IT Decisions Maker’s (ITDM) buying process
Awareness
Scoping
Planning
Selecting
Implementing
#SpicySmarts
Implementing Purchase and Installation
290K UPS devices managed
$140M Value of UPS
being managed
110K Companies
Integrated Campaigns Walking side by side on IT buyer’s path to purchase
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Awareness
Scoping
Planning
Selecting
Implementing
The IT Buyer's Path to Purchase s Grab your audience at every stage of the journey
#SpicySmarts
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