1. Top 5 Demand Generation Strategies Rich Eldh, SiriusDecisions Jackie Kiley, Sybase, Inc. Track: Marketing Executives

3. Rich Eldh Co-Founder SiriusDecisions, Inc. [email_address]

5. SiriusDecisions, Inc.

6. What We Do SiriusDecisions provides research and advisory services focused on the operational intelligence sales and marketing executives need to maximize top line growth Value Proposition

7. Partial Client List

8. Demand Creation: The Prospects View

11. Buying Cycle SiriusDecisions Buying Cycle Source: SiriusDecisions One: Loosening of the Status Quo Two: Committing to Change Three: Exploring Possible Solutions Four: Committing to a Solution Five: Justifying the Decision Six: Making the Selection Early Stage Middle Stage Late Stage

12. Why Prospects Respond

16. Reason for Response Sirius Perspective: IT executives respond to campaigns more often when they have a defined need and see a solution. Primary Reason for Campaign Response Source: SiriusDecisions, End User Tactic Survey Rank Reason for Marketing Response 1 Have a defined need for the product/service being offered 2 Research for a possible future purchase 3 Interesting marketing message that resonates with business needs 4 Campaign comes form a company that I know and trust 5 Previously read about the product/service in another source I find reputable 6 Campaign forwarded by boss 7 Campaign forwarded by trusted colleague/friend

19. Tactics by Decision Stage

23. Buying Cycle Sirius Perspective: In the later stages of the buying cycles prospective clients are looking for confirmation. Source: SiriusDecisions, End User Tactic Survey Late Stage - Sources

24. Tactics In Buying Cycle All Stages - Tactics All Stages - Source Influence Research Advise Source: SiriusDecisions, End User Tactic Survey Stage Response Pattern Webinars Industry Analysts Trade Publications Peers Search Consultants Early Influence X X X X X Middle Research X X X X Late Advice X X X X X

25. Audience Analysis

27. Audience Effectiveness Sirius Perspective: Marketing tactics should be applied based on audience response patterns. Tactic / Audience Analysis Source: SiriusDecisions, End User Tactic Survey 0 1 2 3 4 5 6 7 Champion Influencer Negotiator Evaluator Other Online Events Tradeshow Offers White Papers Live Events / Seminars Trials / Demos Analyst Reports

29. Jackie Kiley Director, Corporate Marketing Sybase, Inc. [email_address]

31. Session Topic Mktg Activities Sales Leads $ Influence Revenue Generating demand for your Company’s products or services

33. Experience Continuum vs. Point Campaigns Have YOU experienced the entire process of considering and purchasing your company’s products or services?

34. Leverage Technology Campaign Automation, eMail & Data Mgmt Report Generation Web Blogs, RSS Advertising Events/ Web/Seminars Email Direct Mail Automated Cultivation Campaign Conception

35. Generating Demand 1

36. Generating Interest Assist the prospect with their business challenges

38. Control Community Touch Frequency: Configure Salesforce.com for email alerts Communities A new Campaign has been created in Salesforce that will target your community.

39. Generating Demand Inquiries Sales Ready Prospects $ Influence Revenue Cultivate the inquirers’ interest into true Sales ready prospects

43. Increase Event Participation Use a multi-touch Process Initial Invitation Yes No Confirm with reasons to attend Reminder with Easy Access Still Time with reasons to attend Sorry you couldn’t attend with replay & offer Register ?

44. Leverage Use of Auto-Responders Keep dialog going with real-time interest

47. Maturing Leads 2

48. Maturing Leads Map out the prospect experience across the entire purchase consideration continuum

51. Content Appropriate Provide an experience and materials appropriate to their business challenge, role, and industry

53. Testing & Optimizing 3

55. Test, Measure, Adjust: Execution, Offers, Media Channel

56. Monitor Real-time results

57. Leverage Campaigns Both Sales and Marketing

60. Measuring Results 4

62. Leverage Results - Real time Reporting via Salesforce.com

63. Sybase Example Campaign Dashboard

64. Applying Learning's 5

67. Jackie Kiley Director, Corporate Marketing eMail: [email_address] QUESTION & ANSWER SESSION