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Community Insight for Marketing Technology Procurement. Russell Rothstein, IT Central Station Keith Burrows, Lattice Engines Andrea Ward, Oracle Roland Smart, Oracle Oracle OpenWorld - September 30, 2014. Russell Rothstein @RussRothsteinIT CEO and Founder IT Central Station.

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community insight for marketing technology procurement

Community Insight for Marketing Technology Procurement

Russell Rothstein, IT Central Station Keith Burrows, Lattice Engines

Andrea Ward, Oracle Roland Smart, Oracle

Oracle OpenWorld - September 30, 2014

slide3

RussellRothstein

@RussRothsteinIT

CEO and Founder

IT Central Station

Andrea Ward

@awatpa

VP of Marketing

Oracle Marketing Cloud

Keith Burrows

@DemandGenMaven

Senior Director of Alliances and Partnerships

Lattice Engines

Roland Smart

@rsmartly

VP of Social and CommunityMarketing

Oracle Technology Network

9/30/2014

we ll answer the following questions among others
We’ll answer the following questions (among others):

1

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.

2

3

9/30/2014

the big shift
The BigShift

Practitioners

have

gained more

and more

influence in

the software

acquisition

process.

9/30/2014

slide6

Third-party as well as owned communities help the marketing technology buyer…Do product research, validate assumptions and promises, and have honest conversations.

9/30/2014

slide7

80%

"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."

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

9/30/2014

slide8

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”)?

9/30/2014

q how do a vendor s community members help a technology buyer make better it decisions
Q: How do a vendor’s community members help a technology buyer make better IT decisions?

9/30/2014

slide13

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.)?

9/30/2014

2013 linkedin comscore study on software buyers
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

9/30/2014

many stakeholders many competing voices
Many Stakeholders, Many Competing Voices

INTERNAL

EXTERNAL

Community Evangelist:

Claims that product provides an effective one-stop marketing system.

Marketing Director:

Needs investment to wrangle fragmented customer data

Third-Party Reviewer:

Recommends that you patch together point solutions instead.

IT Exec:

Needs to cut year-over-year spend by 10%

9/30/2014

slide16
Thanks! Other Questions?Roland: @rsmartlyAndrea: @awatpa Russell: @RussRothsteinITKeith: @DemandGenMaven

9/30/2014

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