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IDC’s 10 Predictions for CMOs for 2015

IDC PMS4colorversion 1 IDCs 10 Predictions for CMOs for 2015

By, Kathleen Schaub

What does IDC predict for tech CMOs and their teams in 2015 and beyond?

Sunrise%2B1 IDCs 10 Predictions for CMOs for 2015

Our recent report IDC FutureScape: Worldwide CMO / Customer Experience 2015 Predictionshighlights insight and perspective on long-term industry trends along with new themes that may be on the horizon. Here’s a summary.

1: 25% of High-Tech CMOs Will Be Replaced Every Year Through 2018
There are two dominant drivers behind the increased CMO turnover over the past two years. One driver centers on the cycle of new product innovations, new companies, and new CMO jobs. The second (but equal) driver centers around the required “fit” for a new CMO in the today’s tumultuous environment and the short supply of CMOs with transformational skill sets.

Guidance: Everyone in the C-Suite needs to “get” modern marketing to make the CMO successful.

2: By 2017, 25% of Marketing Organizations Will Solve Critical Skill Gaps by Deploying Centers of Excellence
The speed of marketing transformation and the increased expectations on marketing have left every marketing organization in need of updating its skill sets. In the coming years, CMOs will not only have to recruit and train talent but also create organizational structures that amplify and share best practices. Leading marketing organizations will become masters of the centers of excellence (CoE).

Guidance: Get out of your traditional silos and collaborate.

3: By 2017, 15% of B2B Companies Will Use More Than 20 Data Sources to Personalize a High-Value Customer Journey
Personalization requires a lot of data. CMOs do not suffer from a lack of data — quite the contrary. Today’s marketer has dozens, if not hundreds, of sources available. However, companies lack the time, expertise, and financial and technical resources to collect data, secure it, integrate it, deliver it, and dig through it to create actionable insights. This situation is poised for dramatic change.

Guidance: One of your new mantras must be – “do it for the data”.

4: By 2018, One in Three Marketing Organizations Will Deliver Compelling Content to All Stages of the Buyer’s Journey
CMOs reported to IDC that “building out content marketing as an organizational competency” was their #2 priority (ROI was #1). Content marketing is what companies must do when self-sufficient buyers won’t talk to sales people. While it’s easy to do content marketing; it’s hard to do content marketing well. The most progressive marketing organizations leverage marketing technology and data to develop a buyer-centric content strategy.

Guidance: Remember that it’s the buyer’s journey – not your journey for the buyer.

5: In 2015, Only One in Five Companies Will Retool to Reach LOB Buyers and Outperform Those Selling Exclusively to IT
IDC research shows that line-of-business (LOB) buyers control an average of 61% of the total IT spend. LOB buyers are harder to market to and are even more self-sufficient than technical buyers. To succeed with this new buyer, tech CMOs must move more quickly to digital, incorporate social, broaden the types of content, and enable the sales team to maximize their limited time in front of the customer.

Guidance: Worry less about how much video is in your plan and worry more about your message.

6: By 2016, 50% of Large High-Tech Marketing Organizations Will Create In-House Agencies
Advertising agencies have been slow to recognize the pervasive nature of digital. While many digital agencies exist and many have been acquired by the global holding companies, these interactive services typically managed as just another part of the portfolio of services the agency offers. Modern marketing practitioners realize that digital is now in the DNA of everything they do and are ahead of their agencies.

Guidance: Don’t wait. Take the lead.

Continue reading… 

 

CIO Magazine’s Research Highlights Increased Spending on New IT Projects and CIO/LOB Collaboration

IDG Enterprise

Mobile/Wireless, Outsourced IT Services (including Cloud), and Hardware Investments Rise

Framingham, Mass. – August 2, 2013 – IDG’s CIO, the executive-level IT media brand providing insight into business technology leadership, reveals the CIO Tech Poll: IT Economic Outlook results for June 2013. The study indicates that IT leaders are seeing increased budgets over the next year, with an overall increase of 4.9%, and that mobile/wireless, outsourced IT services (including cloud) and hardware investments are on the rise. As tech investments continue to rise, IT remains a leader in the tech purchase process and collaborates with line of business (LOB) executives on determining the business need.

Spending on New Projects Rises

CIOs remain optimistic on IT spending in the coming year, with more than half expecting to increase their overall budget.

Continue reading… 

The Secret to Marketing to the Line-of-Business Executive

IDC PMS4colorversion 1 The Secret to Marketing to the Line of Business Executive

 

Technology Marketing Blog

Many technology companies have directed their marketing and sales teams to look for business beyond the traditional IT customer.  The secret to marketing to the line-of-business executive is to think like they do. Huh? Is this a secret?

Terriers+1 The Secret to Marketing to the Line of Business Executive

Imagine you have a cute little terrier that you love dearly but who chews up everything in sight.  You fear that you will have to give the dog away if he keeps wrecking things.  As a super-busy person you rarely have time to read articles, however, one of the articles below will stop you in your tracks. Which one?
a) Animals around Our Home
b) Dogs: What do they do every day?
c) Why We Love Terriers
d) How to Stop Terriers from Destroying Your Home

You know that the answer is D.  And if each of the authors had a dog training business, which one are you most likely to contact?

Everyone gravitates toward things that they believe are made “just for me” and ignores things that are made for “someone else”.  It doesn’t matter if you are trying to get the attention of the Chief Marketing Officer, the Vice President of Human Resources, the head of pediatric medicine, or a  terrier owner. The more completely you enter to your customer’s world, the more likely you are to be successful with them.

Continue reading… 

IDC Government Insights Releases Inaugural Worldwide Top 10 Smart City Market Predictions for 2013

IDC PMS4colorversion 1 300x99 IDC Government Insights Releases Inaugural Worldwide Top 10 Smart City Market Predictions for 2013

IDC Press Release

70% of worldwide spending on smart city projects focused on energy, transportation and public safety 

Framingham, MA – February 5, 2013 – Today, IDC Government Insights revealed its first annual “Worldwide Smart City 2013 Top 10 Predictions,” (Document # GI239209), highlighting market predictions for the year ahead. The Smart City movement is emerging and growing as a significant force of innovation and investment at all levels of government. To assist government organizations, IDC Government Insights’ global Smart City analyst team has identified the top 10 predictions for 2013 that will most heavily influence the direction and magnitude of technology investment, management, and evaluation.

The Top 10 Predictions are:

1. In 2013, 70% of Worldwide Spending on Smart City Projects Will Be Focused on Energy, Transportation, and Public Safety, and 90% of These Will Be at Least Partially Funded by National or International Government. 

2. At Least 50% of Smart City Programs Will Be Initiated at the Line-of-Business or City-Function Level. 

Infographic: The Four Ways Companies Buy IT and How to Sell to Them

IDC PMS4colorversion  300x99 Infographic: The Four Ways Companies Buy IT and How to Sell to Them
This infographic is based on IDC’s 2012 IT Buyer Experience study. It shows how buying teams are structured, how long decisions take, top influencers, and key expectations of vendors. IT sellers can align their sales and marketing activities to these behaviors to help expedite the sales cycle.

For additional resources on the study, including a webinar, click here

Final. Sales Rep Same Race Buyer.1.14.13 Infographic: The Four Ways Companies Buy IT and How to Sell to Them

 

Global Marketers Say Management Keen on Customer Data Insights

Marketing Charts

Global marketers are getting the green light from management to execute digital marketing campaigns, with 1 in 5 saying they have a mandate and budget, and another 42% saying they have strong interest and active support from line-of-business (LOB) leaders, according to a CMO Council study released in May 2012. And it turns out that most marketers believe management is enthusiastic about customer data integration, analytics, and personalization of market interactions, with 62% saying this has appeal among leadership. Other top functions that marketers believe are of interest to LOB leaders include website performance improvement and richer engagement (61%), and lead acquisition, conversion, and upselling/cross-selling of customers (60%). Roughly 2 in 5 say the same about behavior-based insight gathering for more effective segmentation and messaging (41%) and search marketing an online advertising (39%).

Continue reading…