Download - Blended Deliverables
Ma UIt, OOR 21ON HeRAnBlde DevErle
RTBZ+ + =1Wednesday, October 12, 11
IgIL PDEriNRmAOn ChICtuS eXRiEE DIErcOEnT TrAGSsHAnINS
@bOENg
2Wednesday, October 12, 11
BZ+ + =T3Wednesday, October 12, 11
cOOn wRk NEsI aRItEUREtAEd SG
iNRaCONgLAL LeMTs
4Wednesday, October 12, 11
cOEnT LW
UdICE ErSAstW ExPImES
5Wednesday, October 12, 11
DilAir
HiS ReSTaTN I MaD FoR DuCIoN pUOS Ly. Ny SeMAnC To Al RNs, LInG R Ad, I PuRY CNcINtA UnLS I IS’t. ReP pELtI mA Be PEd. OmE SsELy QuID. AtTIeS Ot ClUD. OnTTs Y STlE UrI sHMN. Se Ly dICE. OsTE WL B PD bY DdRSE. M cAE EHoR aN SpOAnES dEOhYOsPSO. UbJT T ArBRaTN. HiS S nO An FeR O SL SUrIEs. Ay tO InTSE fO SoM ViEwRs. O N sTP. Se HeR IdE OR aDTiOL LTGs. O N dIUR. O UR-sEIcELe RtS NDe. ImE ApPXiME.
6Wednesday, October 12, 11
tANg E pRLE(s)
aPT7Wednesday, October 12, 11
hOw Do U TL yO sTIE?
8Wednesday, October 12, 11
aS N IIvIAltEINsTEs
3
12 aS tE mEEr
aS lEEr
9Wednesday, October 12, 11
HE tEEr Ap
10Wednesday, October 12, 11
“OD i’s InK BT c aN GD c’s InK F i”
11Wednesday, October 12, 11
B tH sTL ILS iNViDLS wOIG
aLE. 12Wednesday, October 12, 11
“We believe in nothing, Lebowski.”
13Wednesday, October 12, 11
He LeM F “dEVeRLE”
14Wednesday, October 12, 11
An?aGE?
15Wednesday, October 12, 11
bLDEdEVeRLE
16Wednesday, October 12, 11
4
SttEc BETs
Blde DevErle
cOAbOTiV OpTNs
Wt, Wt? 3
12 AcTAl NeFS
BrnStm PEnTL
17Wednesday, October 12, 11
Blde DevErle
Wt, Wt?
4
SttEc BETs
cOAbOTiV OpTNs
3
12 AcTAl NeFS
BrnStm PEnTL
18Wednesday, October 12, 11
sCDEs19Wednesday, October 12, 11
OnTT SAGyuS eXRiEE
EvEPNtdEGn
TaNRd HeDE
20Wednesday, October 12, 11
(iF Ou’rE EaL lUY)uS eXRiEE
EGn
OnTT SAGydEEoPNt
21Wednesday, October 12, 11
aNHeR PpRChOnTT SAGy
uS eXRiEE
EvEPNtdEGn
22Wednesday, October 12, 11
Blde DevErle
Wt, Wt?
4
SttEc BETs
cOAbOTiV OpTNs
3
12 AcTAl NeFS
BrnStm PEnTL
23Wednesday, October 12, 11
O ME “zOIe” dOMTs
24Wednesday, October 12, 11
Blde DevErle
Wt, Wt?
4
SttEc BETs
cOAbOTiV OpTNs
3
12 AcTAl NeFS
BrnStm PEnTL
25Wednesday, October 12, 11
dEGn R dIGrEEN
26Wednesday, October 12, 11
dEGncOEN
Ch
bUNS
eXRt IE
mA iT dIUsSN
27Wednesday, October 12, 11
Blde DevErle
Wt, Wt?
4
SttEc ARCh
cOAbOTiV OpTNs
3
12 AcTAl CU
BrnStm PEnTL
28Wednesday, October 12, 11
dEGncOEN
Ch
bUNS
eXRt IE
mA iT dIUsSN
29Wednesday, October 12, 11
i Ve EaX
XXX
XX
Xooo o
o
o
o
oo
X
X
30Wednesday, October 12, 11
XaME 2cOET LW
XaME 1UdICE ErSAs
...sO Ow wAt?bUDiN O It
lB m31Wednesday, October 12, 11
XaME 2cOET LW
XaME 1UdICE ErSAs
...sO Ow wAt?bUDiN O It
lB m32Wednesday, October 12, 11
4
aUEE pEOA
Wt, Wt? 3
12
SttEc Befi
CoaBoti PotS
AcTAl NeFS
BrnStm PEnTL
33Wednesday, October 12, 11
4
aUEE pEOA
Wt, Wt? 3
12
SttEc Befi
CoaBoti PotS
AcTAl NeFS
BrnStm PEnTL
34Wednesday, October 12, 11
wH cOS bERe RsOS?
35Wednesday, October 12, 11
43
12
WHo E W SpEInG O?
wHE D ThE NeE It?
wH aR ThE Ey SsAS?wH cOEnT O TY ND?
36Wednesday, October 12, 11
AueNsPeon
SeeNtio
37Wednesday, October 12, 11
4
aUEE pEOA
Wt, Wt? 3
12
SttEc Befi
CoaBoti PotS
AcTAl NeFS
BrnStm PEnTL
38Wednesday, October 12, 11
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
39Wednesday, October 12, 11
4
aUEE pEOA
Wt, Wt? 3
12
SttEc Befi
CoaBoti PotS
AcTAl NeFS
BrnStm PEnTL
40Wednesday, October 12, 11
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
42Wednesday, October 12, 11
4
aUEE pEOA
Wt, Wt? 3
12
SttEc Befi
CoaBoti PotS
AcTAl NeFS
BrnStm PEnTL
43Wednesday, October 12, 11
dEGncOEN
Ch
bUNS
eXRt IE
mA iT dIUsSN
44Wednesday, October 12, 11
XaME 2cOET LW
XaME 1UdICE ErSAs
...sO Ow wAt?bUDiN O It
lB m45Wednesday, October 12, 11
hOw Do OE cOEcT wItH UR
cOEN?46Wednesday, October 12, 11
4
CoenFlWs
Wt, Wt? 3
12
SttEc Befi
CoaBoti PotS
AcTAl NeFS
BrnStm PEnTL
47Wednesday, October 12, 11
4
CoenFlWs
Wt, Wt? 3
12
SttEc Befi
CoaBoti PotS
AcTAl NeFS
BrnStm PEnTL
48Wednesday, October 12, 11
4
CoenFlWs
Wt, Wt? 3
12
SttEc Befi
CoaBoti PotS
AcTAl NeFS
BrnStm PEnTL
49Wednesday, October 12, 11
4
CoenFlWs
Wt, Wt? 3
12
SttEc Befi
CoaBoti PotS
AcTAl NeFS
BrnStm PEnTL
50Wednesday, October 12, 11
4
CoenFlWs
Wt, Wt? 3
12
SttEc Befi
CoaBoti PotS
AcTAl NeFS
BrnStm PEnTL
51Wednesday, October 12, 11
52Wednesday, October 12, 11
53Wednesday, October 12, 11
kE PrOEcT LOwWiTR CPaIS F oNInG OdCTs IvE O A InKIn OP rEStRIoN Nd DEs. GUp DaT iNUdE wHiTApE N rEEsT tOCs D &a SsIS WH D tE mEER. AWS iNUdE InK To MoS RiVG CTaC WiT SEs.
BJ T cf
li
54Wednesday, October 12, 11
cnTT YE
BJ T cf
lipdCTs
55Wednesday, October 12, 11
cnTT YpE - PT I (tH ReVGe)
BJ T cf
liwHEpARs
56Wednesday, October 12, 11
cnTT YpE - PT I (tH CoNNtINg)
BJ T cf
lidES
57Wednesday, October 12, 11
cOEnT OuRS
BleXRnA CoNNT (pUIsH oR YnDAE)
iJ T cf
58Wednesday, October 12, 11
cOEnT OuRS, PT I (...O, NEr Nd)
BJ T ci
fl
hOEd NtE oR UnCOnATy
59Wednesday, October 12, 11
XaME 2cOET LW
XaME 1UdICE ErSAs
...sO Ow wAt?bUDiN O It
lB m60Wednesday, October 12, 11
...sO Ow wAt?(i’m Ad U AEd)
61Wednesday, October 12, 11
& AQ(tI aLWN)v
62Wednesday, October 12, 11
b@bOENg
f63Wednesday, October 12, 11