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Name Prospects Customers Media Investors

Key MessageWe’re a partner they can trust to support them in their challenges

Every product we offer is growing and getting better

Our technologies are leading the industry and making customers more successful

Our portfolio of products is profitable and growing

Needs

Peer validation with success stories

Role-appropriate demos

Findable, relevant content

Easy to read and download samples and abstracts

High-level introductions to complex concepts

Ways to see our customers’ successes

Clearly stated facts

Data

Connections to content across all our sites

Ideal Content

Product Blog Entries

Customer success stories

Demos

Education Briefs

FAQ’s

Solution Blog Entries

Leadership Blog Entries

Analyst Reports

Learning Path Pages

Licensing

Press Releases

Customer Success Stories

Partner Profiles

Whitepapers

Leadership Blog Entries

Leadership Blog Entries

Solution Blog Entries

Press Releases

Customer Success Stories

Partner Profiles

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Goals and mindset How to support Ted’s needs• Deliver relevant and accurate information into the

consideration process• Provide a robust context to facilitate decision

making• Needs to understand a solution’s potential and

constraints

• Guided navigation with dynamic filtering• Role-appropriate demos• Persuasive supporting content (case studies,

whitepapers)

Typical tasks How to exceed his expectations• Find products (by category, product name or SKU)• Research compatibility of products to his current

environment• Gauge community sentiment around a product’s

releases

• Content to skim now and save for later• Make sure content is easily shareable with his

teams and manager• Show him an active community behind a

product and let him ask questions

Ted The Trekkie Tech Manager

Ted is the primary information gatherer and provides a tactical voice in the decision making process. He needs to formulate a clear point-of-view on solutions by understanding the nature of integration programs and their common pain-points. He comes to us knowing the type of product he's looking for (often by name) and wants details. He needs to build a case for whatever solution he picks.

3“Look deep enough and the logical choice appears.”

41Wednesday, October 12, 11

Key Messages What they need• We’re a partner they can trust for the long haul• Our products are successful in the marketplace• We stand behind our products with regular release

cycles and patches

• Peer validation• Comments and sentiment from the install base• Role appropriate demos

How we speak to them Great content for them• Marketing content in plain language• Technical content in industry language• Blog entries can dip into “tech speak” briefly

• Product blog entries• Customer success stories• Demos• Community forums by product and platform

ProspectsOur best prospects are the information gatherers of their companies, they are primarily technology managers and technical support pros looking for detailed information to support a purchase, often of a specific product. they know their platform and install base backwards and forwards. We don’t have to sell them on a solution, we have to sell them on why our solution is right for them. more importantly they “know the drill” when it comes to marketing and favor content specifically from dev teams and managers.

Content SourcesKey Editorial Calendar Dates• Budgets deadlines are typically in Q2• The lead up to SXSW is key

• Demos outsourced to Bloomberg• Partnership with TechCrunch in negotiations

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