Community Insight for Marketing Technology Procurement. Russell Rothstein, IT Central StationKeith Burrows, Lattice Engines Andrea Ward, OracleRoland 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
Russell Rothstein, IT Central StationKeith Burrows, Lattice Engines
Andrea Ward, OracleRoland Smart, Oracle
Oracle OpenWorld - September 30, 2014
CEO and Founder
IT Central Station
VP of Marketing
Oracle Marketing Cloud
Senior Director of Alliances and Partnerships
VP of Social and CommunityMarketing
Oracle Technology Network
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.
Third-party as well as owned communities help the marketing technology buyer…Do product research, validate assumptions and promises, and have honest conversations.
"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."
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
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”)?
Other External Communities Include:
Helping you and your practitioners understand a product’s record of innovation
Helping your employees become better at their jobs over the long term
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.)?
Source: “The Social Bridge to the IT Committee.” LinkedIn/ComScore/Starcom MediaVest Group/Mashwork study. https://bitly.com/1Dm1Miy
Claims that product provides an effective one-stop marketing system.
Needs investment to wrangle fragmented customer data
Recommends that you patch together point solutions instead.
Needs to cut year-over-year spend by 10%