intelligence to make better international marketing progress€¦ · north america emea apac latin...

#TTGTSummit | www.techtarget.com/ForMarketers

Renee Cormier, Director of International Marketing & Operations

Garrett Mann, Director of Content Marketing and Development

Intelligence to make

better international

marketing progress

Global technology buyers

2

● Are more collaborative

● Seek more content

● Have more urgency

Than ever before…

And they are more similar than you think

3

The world of marketing is starting to flatten…

4

Collaborate

Online ROI Summit | © TechTarget

North America EMEA APAC Latin America

IT buying teams have 5+ members with multiple

regions influencing majority of tech buys

5

Are there team

members located in

different geographies?

59% 65%

62% 58%

Yes

© TechTarget, 2013 Media Consumption Report

46% 48%

44%

50%

42%

55%

39%

57%

Always Only for large-scaletechnology projects androll-outs

How often are team members in different

geographies involved in the technology

research and purchasing process?

What does it

all mean to

you?

Value of cross-

geo campaigns

Consistent

messaging,

themes and

content

Need to

connect the

dots on lead

follow-up and

nurturing

6

Consume


Face-to-face opportunities effective with install

base, online driving net new prospects

7

APAC

LATAM EMEA

Most Effective Least Effective



© TechTarget, 2013 International Buyer Profile Report

Vendor hosted event attendance


IT buyers typically require 4+ pieces of content

to make a vendor short-list

8

During your technology research process, how many

pieces of IT-related content do you download/view in

order to make your vendor short-list?

0%

20%

40%

2-3 4-7 8-10 More than 10


What does it

all mean for

you?

Need to invest

heavily in

content

“Always on”

Look to

publishers to fill

content gaps


Product literature and white papers are used

most often throughout purchasing process

9

Select which content you find most effective

in all stages of your purchasing process.

0%

20%

40%


ALL REGIONS

• Videos preferred in early

stages

• Comparisons, downloads

mostly used later stage

• Need mix of vendor and expert

content

EMEA APAC Latin America

English-language content widely consumed in

other non-speaking regions other than APAC

10

0%

40%

80%

I view morecontent inEnglish thanmy nativelanguage.

I view lessEnglish andmore nativelanguagecontent

I view thesame theamount as inmy nativelanguage

© TechTarget, 2013 Media Consumption Report, 2012 International Buyer Profile Report

*Non-English speaking respondents

English-language

content asset usage*

41%

33%

43%

41%

42%

44%

24%

30%

62%

78%

27%

59%

67%

57%

59%

58%

56%

76%

70%

38%

22%

73%

0% 20% 40% 60% 80% 100%

UK

Italy

France

Germany

Benelux

ANZ

India

ASEAN

China

Japan

LATAM

Local content Global best practices

Preferred websites – Global

.com vs. local website


LATAM buyers are thirsty for more in-language

content

11

Are you satisfied with the amount of content

currently available in your native language to help

you research technology solutions and vendors?

Yes Yes

Yes

No No

No

0%

35%

70%




What does it

all mean to

you?

HUGE

opportunity in

LATAM for

vendors with

in-language

assets

Latin American

IT buyers will

engage with

buyers that can

fill these gaps

Newly launched TechTarget

LATAM site saw 550%

increase in organic traffic

within 6 months launch


Text content accepted in Non-English markets,

streaming media preferred in-language

12

Which of the following types of content are you most comfortable

with downloading/viewing if presented in English?



0%

45%

90%

Text-Based Assets

Streaming/Visual Assets


13

When conducting research related to my IT project, I prefer to

download/view content that ____________.

0% 20% 40% 60% 80%

Compares vendors andtheir solutions

Featuresexpert Q&A's

Showcases step-by-step tips andtutorials on implementation

Highlights the value the solutionbrings to other parts of the business

Focuses on the technical details and functionality information

Other


Regardless of format, invest in content that is

highly technical and comparative

14

Act


Emerging markets keeping pace with

accelerated buy cycles

15

Is this technology purchase timeframe shorter

or longer compared to three years ago?

0%

30%

60%

Shorter The timeframe hasremained the same



What does it

all mean to

you?

Buyers armed

with more

information are

making faster

decisions

Focus on

keeping

information

pipeline

flowing in new

and emerging

markets

Buyers all around the

world are buying in 6

months or less

Senior Management,

Manufacturing

100-249 employees,

Denmark

IT Management,

Services

1,000-9,999 employees,

New Zealand

IT Management,

Manufacturing

500-999 employees,

Venezuela

Senior IT Management,

Education

250–499 employees,

United States

Why are cycles shorter?

© TechTarget, 2013 Media Consumption Report 16

“Information is

more readily

available and

decisions are more

decentralized

now.”

"We are better

organised and

have a better

information

sharing process in

terms of identifying

the business case

and requirements.

This speeds up the

process.”

“We have

instituted new

processes to

streamline the

selection and

decision making

process.”

"There are more

online tools and

information

allowing evaluation

and decision

making in less

time."

Prospects will already know a lot about your

capabilities before interacting with you

17

Before your first conversation with a technology

vendor's sales rep, which of the following would you

prefer to know about the vendor and their product?

0% 25% 50% 75% 100%

The cost of the vendor’s product

Effective ways to implement the vendor's product

Benefits the vendor’s product brings to all parts of the

organization

Competitors of the vendor’s product


What does it

all mean to

you?

You will be

interacting with

educated

prospects

If you don’t

make this

information

available, you

enable others

to define you

and your

offerings


Global IT buyers are most receptive to engaging

with vendors after conducting initial research

18

In which stage of the research and purchasing

process are you most receptive to engaging with a

technology vendor to discuss your IT project?

0% 25% 50%

Early stage. Whenidentifying technology

problem/need.

Middle stage. Whenresearching/comparing

multiple products and…

Late stage. When making avendor short-list.

I am receptive in any stageof my research

and purchasing process


What does it

all mean to

you?

LATAM and

APAC buyers

look to vendors

to educate

them earlier

and more often

than other

markets

Adjust follow-

up strategies

accordingly


First contact must be meaningful

19

The first conversation you have with a technology

vendor’s sale rep is most effective when the sales rep

has knowledge of _____.

0% 25% 50% 75% 100%

How your organization caneffectively implement the

vendor's solution

How their solution comparesto other vendors you may be

considering

The current products yourorganization currently has

installed

The content types you havedownloaded from the vendor

Your other colleagues whoare involved in the IT project


What does it

all mean to

you?

Ensure inside

sales can

speak to issues

customers

want to discuss

Be careful who

speaks directly

to prospects on

your behalf

Knowledge of

activity is a big

differentiator


And it shouldn’t always be a call

© TechTarget, 2013 International Buyer Profile Report 20

What does it all

mean to you?

Following up a

single download

with

telemarketing

activity is

ineffective

Nurture before

contacting by

phone - Multiple

asset downloads

create more

receptivity to

calls

When researching a purchase, how many content assets from

a particular vendor would you typically read before feeling

comfortable receiving a phone call directly from that vendor?

21%

4%

14%

55%

6%

16%

9%

16%

50%

8%

19%

9%

18%

47%

8% 10% 9%

21%

53%

6%

I never want toreceive a phone

call

More than 54-52-31

North America EMEA APAC LATAM

Sr. Support Manager,

Manufacturing

500–999 employees,

United Kingdom

IT Staff Member,

Services

1-99 employees,

Australia

System Integrator,

Services

1-99 employees,

Brazil

IT Manager,

Education

1,000–2,499 employees,

United States

Vendor engagement testimonials

© TechTarget, 2013 Media Consumption Report 21

“Don’t call me, I’ll

call you. You can

email me, but

make a phone

call without me

scheduling it, don’t

expect to make my

short list. All I

want from sales is

pricing. Phone

calls are an

interruption.”

"The sales rep

would need to

demonstrate an

understanding of

my industry sector

and how his

products would

benefit my

business and

ultimately my

customers."

"I would prefer a

cost benefit

analysis from them

done prior to the

setup of meeting.

Specially

compared to other

solutions available

in market.“

"A seller should

be interested in

knowing the

client's specific

problem and must

be familiar with the

technology and

their application

to the specific

problem and be

objective, clear

and honest."

22

Learn


Rethink content strategy and campaign

development on a global scale

23

● Create influence with multi-

geo buying teams

- For both international AND

NA-based buys

● Build off and extend North

American programs in key

regions and countries

● Publishers can help facilitate

this

Integrated, multi-region campaign example

24

EMEA APAC

Create a culture of collaboration

25

● Biggest challenges we hear

from regional marketers

- No insight into other regions

programs

- Not enough content

● Stop hoarding all the good

stuff!

- Share content developed on

a regular basis

- Educate on media choices

by market

- Communicate best and

worst practices

That’s great, but where do I start?

26

● Start with a content audit

- Take inventory of available content and categorize by

1. Title

2. Type

3. Format

4. Language

5. Performance

All this stuff is going to take a lot of time, right?

27

● Not if you focus on right priorities:

- English universally provides reach

into regions at a broad level and

countries where English is the

“language of business”

- Take “biggest bang for the buck”

assets and translate

● High performing white papers and

data sheets

● Japanese and Chinese assets

first, rest of world next

- Rely on local expertise of in-country

management and staff and partners

A quick guide to translating and localizing

by market

28

● Translation/localization needed to make significant progress in

key markets where English is not common business language

- i.e. China, Japan, Germany, France, Brazil, Italy, Mexico, Spain

Region/Country Technical WPs Case Studies Data Sheets Webcast/ Video

UK N/A N/A N/A Use local speaker

France, Germany,

Italy, Spain

Translate Translate/Localize Translate Translate/Localize

Benelux N/A N/A N/A Localize

ANZ/South Africa N/A N/A N/A Localize

Brazil Translate Translate Translate Translate/Localize

Mexico Translate Translate Translate Translate/Localize

ASEAN N/A N/A N/A N/A

China/Japan Translate Translate/Localize Translate/Localize Translate/Localize

India N/A N/A N/A N/A

Know your limits and be mindful of resources - translate and/or localize your content accordingly based on

geographic focus and budget

Time to stop thinking of emerging markets as

“emerging” – they have arrived

29 © TechTarget

● Mexico, Brazil, LATAM,

China, ASEAN, India

● Buyers open to hearing from

vendors - huge content gap

for marketers to fill

- i.e. LATAM seeing 4x higher

response rates than in NA

● Time to set your strategy for

these markets

● Make sure you have nurturing

capabilities in place to

engage buyers

Two turn-key examples of emerging market

success for IT vendors

30 © TechTarget

Leading Backup Vendor Leading Virtualization Vendor

Campaign Goals • Replicate success of an

NA backup, cloud and

virtualization campaign

to Southeast Asia/China

• Replicate success

of virtualization platform

campaign to Latin

America

Content Mix • Mix of English and Chinese

content and editorial

sponsorships

• English-only white papers,

case studies and editorial

sponsorships

Results • 96% lead contact rate via

inside sales team

• 8 leads from China

converted after first sales

engagement

• 12:1 Pipelined ROI

• Great companies:

BancoSol, Banco do Brasil,

DHL, Pensionados, Redcorp

LTDA

TechTarget can help get you started

31 © TechTarget

● Global IT Buyer research - APAC, China, Japan, ASEAN, ANZ,

India, Europe, UK, France, Germany, Spain, Latin America

● In-depth white papers

- Translation and "Localisation": Making smarter decisions and targeting content by region and country

- Global Technology Marketing and the Law

● Client Consulting Services

- In-region customer service/sales training

- Content auditing

http://www.surveygizmo.com/s3/935909/Translation-and-Localisation-Registration






http://www.surveygizmo.com/s3/974774/Global-Technology-Marketing-and-the-Law



32

Questions?

Thank you


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