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It’s not all about you 
Michael Weir 
Vertical Director – Technology Industry 
@mikedweir 
@mikedweir #inTC14
It's Not All About You
3 
How many of you 
have had Mickey 
Mouse download 
your content? 
59% 
of the IT Committee provides fake 
information when they complete a 
lead capture form 
A Lead Capture for is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or a webinar they 
have held. Is the information you provide on Lead Capture forms truthful?
Your 
Addressable 
Universe
A fraction 
actually engage 
with your brand
Of those... 
15% 
immediately 
bounce from your 
website when they 
see a lead form
Of the remaining 
people… 
5% 
will complete 
a lead form
And finally 
59% of IT 
Committee will 
provide fake info 
when they complete 
your lead form
As a result 
Sales only calls a 
fraction of the 
leads due to 
inaccurate info or 
bad history with 
weak leads
Your actual 
universe 
conversion
1 
We must focus on the IT Committee’s needs and wants: 
Branding & Lead Gen come together 
BETTER TOGETHER 
TRADITIONAL 
LEAD 
GENERATION 
CONSIDERATION, 
PURCHASE & 
IMPLEMENTATION 
CONTENT 
BRANDING & 
SOCIAL 
RELATIONSHIPS 
VALUABLE, 
THOUGHT-LEADERSHIP 
CONTENT
Gating content too early or too often decreases consideration 
IT Committee Members actively looking for an IT Solution (in-market) 
How likely are you to consider an IT vendor whose first piece of content you see requires you to provide your contact information? 
41% 
are less likely to consider a vendor who 
gates the FIRST piece of content 
81% 
are less likely to consider a vendor who 
gates ALL content
Nurturing leads through content is vital because most 
1 
are not ready to talk to sales 
The average 
IT Committee member needs to 
consume 
5 pieces 
of content before they are ready to 
talk to a sales rep. 
When researching a specific major enterprise IT / security solution, how many pieces of content related to that solution do you typically need to consume before you are ready to 
be contacted by a sales representative?
Julian Pacher 
Marketing Manager, 
Salesforce.com 
David B. Thomas 
Senior Director, Content and 
Engagement, Salesforce.com
We have the opportunity to build thriving customer 
1 
relationships

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It's Not All About You

  • 1. It’s not all about you Michael Weir Vertical Director – Technology Industry @mikedweir @mikedweir #inTC14
  • 3. 3 How many of you have had Mickey Mouse download your content? 59% of the IT Committee provides fake information when they complete a lead capture form A Lead Capture for is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or a webinar they have held. Is the information you provide on Lead Capture forms truthful?
  • 5. A fraction actually engage with your brand
  • 6. Of those... 15% immediately bounce from your website when they see a lead form
  • 7. Of the remaining people… 5% will complete a lead form
  • 8. And finally 59% of IT Committee will provide fake info when they complete your lead form
  • 9. As a result Sales only calls a fraction of the leads due to inaccurate info or bad history with weak leads
  • 10. Your actual universe conversion
  • 11. 1 We must focus on the IT Committee’s needs and wants: Branding & Lead Gen come together BETTER TOGETHER TRADITIONAL LEAD GENERATION CONSIDERATION, PURCHASE & IMPLEMENTATION CONTENT BRANDING & SOCIAL RELATIONSHIPS VALUABLE, THOUGHT-LEADERSHIP CONTENT
  • 12. Gating content too early or too often decreases consideration IT Committee Members actively looking for an IT Solution (in-market) How likely are you to consider an IT vendor whose first piece of content you see requires you to provide your contact information? 41% are less likely to consider a vendor who gates the FIRST piece of content 81% are less likely to consider a vendor who gates ALL content
  • 13. Nurturing leads through content is vital because most 1 are not ready to talk to sales The average IT Committee member needs to consume 5 pieces of content before they are ready to talk to a sales rep. When researching a specific major enterprise IT / security solution, how many pieces of content related to that solution do you typically need to consume before you are ready to be contacted by a sales representative?
  • 14. Julian Pacher Marketing Manager, Salesforce.com David B. Thomas Senior Director, Content and Engagement, Salesforce.com
  • 15. We have the opportunity to build thriving customer 1 relationships