Download the full eBook at http://lnkd.in/IT-Committee
How can IT marketers bridge the gap to better connect with the IT buyers? To answer that, LinkedIn commissioned comScore, Inc., Starcom MediaVest Group, and Mashwork to conduct research among IT decision makers across a diverse range of industries throughout the United States.
The results reveal a significant opportunity for marketers to rethink how they market to this important audience. Social media not only fosters long-term relationships, it also serves short-term business needs through lead generation that provides value for the lead.
3. Tech companies risk being on the
sidelines if they don’t educate and help
TECH
COMPANIES
3
Decrease in lead
potential
Implications
Less exposure to
client and prospect
projects
Limiting long-term
perception as a trusted
partner and thought
leader
4. Social media can help bridge the gap and build
relationships
4
TECH COMPANIES
5. Why is it so critical to foster
long-term relationships?
6. There is a scarcity of influential B2B tech buyers – tech
companies can’t afford to alienate them
5X more expensive to gain a new customer
than to retain an existing one 3
1 comScore PlanMetrix US June 2013
2 Forrester Research
3 TARP Worldwide
$820 billion
US IT spending2
15million
US Tech Decision Makers1
6
7. THE IT COMMITTEE
They work
cross functionally
43% Work outside of IT
They include individual
contributors and managers
50% are individual
contributors or managers
These scarce influencers include more than the IT
department and the Executive team
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 7
8. LinkedIn partnered with comScore, Starcom MediaVest Group,
and Mashwork to understand today’s B2B IT Committee
comScore: Q3 2013
SMG / Mashwork: 2012
LinkedIn data: Q2 2013
8
What are they thinking?
379 IT Committee members
What are they saying?
3,000 tech posts from public
LinkedIn Groups
What are they doing?
IT decision makers on LinkedIn
9. Key Findings
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 9
Make the vendor shortlist by
fostering long-term relationships,
while serving short-term needs via
lead generation.
The vendor shortlist is more
exclusive and critical than you
think.
Social media is not just for
connecting with peers. The IT
Committee actively seeks insights
& conversations with vendors.
10. The IT Committee actively seeks
conversations with vendors on
social media
10
11. Nearly all of the IT Committee use social networks
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 11
LinkedIn leads all social platforms
86%
2013
95%95%
2012
85%
Use social network monthly for business
12. The reason? Social media – LinkedIn especially – provides
them with trust, efficiency, relevance, and access
Source: Commissioned study conducted by Forrester Consulting in 8 countries on behalf of LinkedIn, Q3 2012 12
Access
A
Access a
broader network
49%
Relevance
R
Relevant context to
connect with vendors
37%
Efficiency
E
Quickly
find information
40%
Trust
T
Learn from
trustworthy peers
58%
13. TERA continues to drive even deeper utilization across the
entire IT decision process
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 13
67%56% 58% 49% 61%
Implement
70%
Select
68%
Plan
74%
Scope
73%
Awareness
79%
Influence of social media at each stage of decision making
YoY
Increase
14. As tech decision makers use social to learn and debate,
they’re looking to vendors to participate
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 14
68%
Open to connecting with
vendors on social
Ready to have a conversation
with a vendor on social
76%
16. The IT Committee already have a good idea who they want to
work with
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 16
vendors make their short listOnly 3
purchased from a vendor that made the short list92%
purchased from a new vendorOnly 1 in 6
17. How do you make the short list if
you are a new vendor?
18. Old ways of communicating don’t work and can turn off your
audience
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 18
Top 5 reasons the IT Committee doesn’t connect with a
vendor on a social network
05
Talk too much about
themselves
02
Don’t believe would provide
any credible information
04
Don’t believe would provide any
info that is relevant to my job
01
Don’t want to receive a lot of
marketing materials
03
Not thought leaders in
the category
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013
20. AWARENESS SCOPE PLAN SELECT IMPLEMENT
The IT Committee are interested in a diverse range of topics
– earn more interest with multiple types of content
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 20
Best practices, how-to’s, checklists
Prod / solution demo / software trial
IT industry news / strategy info
Top types of information sought in each stage of IT
decision-making process:
Diagnostic / assessment tools
21. 3,217 IT Decision Makers engaged with
this article on LinkedIn in June
"Windows 8 is gold: Release date just
days away [link] #ITBW for
@computerworld by @richi $MSFT”
Junior Decision Maker, Twitter
"It's nice to hear that Asian companies are
starting to adopt e-learning. [Link] E-
learning going mobile in Asia | ZDNet”
Senior Decision Maker, LinkedIn Groups
21
Source: commissioned social intelligence research conducted by Mashwork on behalf of Starcom MediaVest Group and LinkedIn, Q1 – Q4 2012
Senior decision makers are 2X more likely to have shared
and engaged with product / industry news
22. Senior decision makers were 11.5X more engaged with
thought leadership content
22
Source: commissioned social intelligence research conducted by Mashwork on behalf of Starcom MediaVest Group and LinkedIn, Q1 – Q4 2012
1,345 IT Decision Makers engaged with
this post on LinkedIn in June
23. 23
Source: commissioned social intelligence research conducted by Mashwork on behalf of Starcom MediaVest Group and LinkedIn, Q1 – Q4 2012
Junior decision makers were 39% more engaged with best
practice content
"An interesting and insightful article elaborating on the
innovative applications of analytics to enhance VAS
revenues.... [Link]"
Junior Decision Maker, LinkedIn Group
25. Traditional lead generation needs to be blended with social
to earn leads
25
Sweet Spot
Social
Relationships
Valuable
Content
Traditional
lead generation
26. Context matters. Credibility and trust drive brand perception
and willingness to consider a vendor for the shortlist
45%
46%
47%
32%
33%
31%
23%
23%
21%
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 26
% who trust LinkedIn more than other websites
Connecting more efficiently with vendors and relevant companies
Talking about my experience with IT vendors
Receiving information relevant to my IT decisions
LinkedIn Same Other websites
27. The IT Committee are more likely to engage with their
vendors on LinkedIn than on other social networks
27Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013
Reading a post
from their vendor
Following their
vendor
50%
more often
than other
social
networks
LINKEDIN IS
USED
56%
more often
than other
social
networks
LINKEDIN
IS USED
28. Likelihood of getting a meeting with the IT Committee
increases as vendors engage with this audience on LinkedIn
28Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013
# of types ways engaged with vendor on LinkedIn before purchase
Pre-Purchase Vendor Engagement by # of
Types of Engagements on LinkedIn
29. Vendors who interact with the IT Committee at a high rate are
more likely to create promoters
29Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013
Types of Engagement on LinkedIn Prior To Purchase
Vendor Net Promoter Score
39
NONE
58
1 TYPE
62
2+ TYPES
30. Engage the IT Committee everywhere they learn
30
NEWSFEED
MOBILE
GROUPS
INMAIL
31. Earn leads and build relationships with content
31
SLIDESHARE CHANNEL
SPONSORED UPDATES
SLIDESHARE CONTENT ADS
PERSONALIZED INSIGHTS VIA API
32. Key Takeaways for IT Marketers
32
01
02
03
04
Target more than IT functions in your campaigns.
Effective content is authentic, valuable, timely, and customized
by decision stage and seniority.
Start earning leads via social in addition to buying leads
(traditional lead gen).
Focus on building relationships to get you on the short list.
Begin tracking how often and for what clients you make the short
list.
05
Editor's Notes
B2B buyers are using social and digital to self-diagnose their problems and solutions According to the Marketing Leadership Council (MLC), the average customer had completed more than one-half of the purchase decision-making process prior to engaging a supplier sales rep directly http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/Digital-Evolution-in-B2B-Marketing.pdf
If you don’t develop a relationship with the buyer early in the process, you risk being on the sidelines. The implications for IT Marketers are a decrease in potential sales, decrease in lead potential, and less exposure to client and prospect projects
Opportunity to use these channels to build relationships using first party data at scaleMarketers that only plan for the short term, can turn off ITDMs and jeopardize losing them for the long term
In the U.S., $820 billion in IT spending is being influenced by only 15 million decision makers. This scarcity of influential B2B tech buyers means marketers must build long term relationships, you can’t afford not to.Marketers that only plan for the short term can turn off ITDMs and fail to secure a relationship with them.Forrester Research estimated spend in 2013$2,090 Billion Global$820 Billion UScomScorePlanMetrix – Past 6 month involvement in business purchases forASPs/Internet access services/Website hosting servicesEngineering/Architecture design servicesIT technology consulting servicesLAN/WAN/Networking related products & servicesMainframe/Mini/Workstation and related productsOther technology consulting servicesPC softwarePCs/Desktop/LaptopsPDAs/Handheld/Blackberry devicesTelephone/Telecom equipment/Services
43% work outside of IT, in departments such as:FinanceBenefitsSales
Valuable and relevant content is the key to fostering long-term relationships with ITDMs, and social media has emerged as a core channel for ITDMs to find and consume this content.LinkedIn partnered with comScore and Mashwork/SMG to conduct research on ITDMs to reveal how social usage in business has evolved and how IT marketers can best use social to become a strategic partner with current and future clients.What are they thinking?Survey379 Tech Decision MakersJune 2013What are they saying?Listening Exercise across the social web200 Senior B2B Tech Purchasers2012What are they doing?LinkedIn Data WarehouseIT Decision MakersMay 2013
In 2012 US business usage was 84.5%Q10. How frequently do you visit each of the following social networks for information specific to your work or business?
To what extent do you agree or disagree with the following statements about [the following networks], as they relate to your role in the IT decision-making process?“Agree” + VISIT AT LEAST MONTHLYBases: Facebook – 279, LinkedIn – 301, Twitter – 188 North American IT and business decision-makers that use social networks at least monthlyGoogle+ not asked in 2012
Q5. Which of the following information channels influence your discovery of technologies, products, and solutions to address your business needs? Q6. When you identify or scope business needs for an IT initiative, which of the following information channels influence your decision-making process? Q7. When you craft project plans or formal business requirements for an IT initiative, which of the following information channels influence your decision-making process? Q8. When you select vendors/third party service providers or authorize funding for an IT purchase, which of the following information channels influence your decision-making process? Q9. When you implement or roll out an IT initiative, which of the following information channels influence your decision-making process? Social Channels include any selection of: Private domain or topic-specific professional social networks (e.g. Spiceworks, CIOZone.com, NOT including LinkedIn), Professional social networks (e.g. LinkedIn), Personal social networks (e.g. Facebook) or Microblogs (e.g. Twitter)
Q26. Which of the following factors would prevent you from connecting with a potential vendor on any social network?
Q32. Had you previously purchased from <VENDOR>?Q30. Before you decided to work with <VENDOR>, how many companies made your short list for consideration? - MedianQ33. Was <VENDOR> one of the brands you had originally considered?
Q26. Which of the following factors would prevent you from connecting with a potential vendor on any social network?
IT Committee members have busy, difficult jobs. A vendor who shares and engages them on multiple topics of interest to them, earns more interest and long term opportunities than the vendor who only talks about themselves!Q4. What type of information do you generally seek for each of the phases of IT decision-making that you are involved? Awareness - Discover technologies, products, and solutions to address your business needsScope - Identify or scope business needs for a new IT initiativePlan - Craft project plans and formal business requirements for the new initiativeSelect - Select vendors or third party service providers, authorize funding, and/or approve the purchaseImplement/Roll out - Implement the project, roll out the solution, and/or validate outcome
Link to image usedhttp://allthingsd.com/20130604/salesforce-com-makes-its-biggest-acquisition-yet-buys-exacttarget-for-2-5-billion/
“Big Data” is the IT topic with the second highest engagement on LinkedIn. This Influencer post was a top 4 Big Data article in JuneIn total15.5k views1,085 inShares182 Likes53 Commentshttp://www.linkedin.com/today/post/article/20130619125316-230929989-is-your-jet-engine-linked-in-connecting-minds-and-machines-to-drive-efficiency
traditional lead generation needs to be blended with social's approach to it... earning leads by participating and adding value. we'll help you find the hand raisers!Traditional lead generation: Cold callsBlocking content with lead formsLittle lead scoringBuying leads
Q27. To what extent do you trust LinkedIn versus other websites in general?
not only is content trusted more when shared on linkedin but ITDMs are more likely to engage with it. this means higher likelihood for broad reach and engagement leading to potential for more consideration
Earn trust & credibility with the entire IT Committee by targeting more than IT