Show me the Leads
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Transcript of Show me the Leads
Help me make the case for document
management in challenging times
… and show me the leads!
Gartner predicts worldwide IT spending will dip to $3.2 trillion in 2009, a 3.8% decline from 2008 revenue of $3.4 trillion.
the context for decisions
agree or disagree?
“The acceptable length of time to implement a
project has been significantly cut.”
41% agree
©2009, AIIMMaking the Case for Document
Management in Challenging TimesN=360
agree or disagree?
“Capital requests are much more difficult to get approved than last year.”
69% agree
©2009, AIIMMaking the Case for Document
Management in Challenging TimesN=360
agree or disagree?
“Only those projects that can demonstrate positive hard dollar returns THIS
YEAR are being approved.”
69% agree©2009, AIIM N=360
Making the Case for Document Management in Challenging Times
All respondents (476)
2004 2005 2006 2007 2008 20090%
10%
20%
30%
40%
50%
60%
Cost/Efficiency
Compliance/Risk
Customer Service
Most important business driver
©2009, AIIM N=476AIIM 2009 State of the ECM
Industry survey
What would I do if I were in your shoes?
How effective is your marketing strategy?
Poor
Fair
Good
Excellent
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
4. World Survival
Think Differently About Marketing
• Who do you want them to think you are?
• Get to know your customers and their pain points
• Realize that “no decision” is your biggest competitor
• Play where your customers play
• Apply lead generation analysis and recognize that sales and marketing are two different things
Get your web site right.
Focus.
Think about the following processes that could be significantly automated
using document management and scanning/capture technologies.
Please check off the THREE that would have the MOST value to your
organization.
©2009, AIIM N=139Making the Case for Document
Management in Challenging Times
©2009, AIIM N=139Making the Case for Document
Management in Challenging Times
1. Budgeting2. Invoice processing3. Processes particular to
our industry4. Billing and shipping
consolidation5. Order processing6. Expense reports7. Purchase requisitions8. Time sheets9. Capital appropriation
requests
10.Help desk11.Performance reviews12.Travel requests13.New account setup14.New hire processes15.Policy compliance16.Sarbanes-Oxley
compliance17.Lead management18.Leave requests19.Proposal generation
Emphasize simplicity.
Ease of use
Ease of implementation
Integration/content/CMIS
Integration/ent systems/CRM/ERP
Reliability of software
Breadth of functionality
Match to business
Module integration
Open source
SaaS availability
Stds conformance/5015.2
60%
42%
21%
46%
30%
24%
23%
25%
5%
4%
14%
©2009, AIIM N=462AIIM 2009 State of the ECM
Industry survey
• Product focus→Platform focus• Technology focus→Application focus• Structured and limited→ad hoc and
ubiquitous• Centralized content
creation→Decentralized• High cost per seat→Low cost per seat• Complex solutions →Portable solutions• Transactions →Collaboration
Changes toward Simplicity…
“They [mainstream users] want technology to enhance, not overthrow, their existing ways of doing business. And above all, they do not want to debug somebody else’s product. By the time they adopt it, they want it to work properly and to
integrate appropriately with their existing technology base.”
Geoffrey Moore, Crossing the Chasm
What users Want
Find the Crowd and stand out from
it.
AIIM Web Traffic up 41%
AIIM UK Webinar Registrants
LegitimizeAnd Capitalize.
We’re not trying to build a community of ECM practitioners, we ARE the community of ECM practitioners
• A
We engage with this community every day with:
– webinars– 6 industry research studies– Monthly enewsletter – instructional wall posters– Custom research/whitepapers– 1 magazine with 6 issues per year including the digital edition– searchable online Buyers Guide is FREE to members
What is your main objective?
• A
– Leads, leads, leads?– Credibility?– Market Positioning?
How best to achieve this:
– Tell your story?– Focus on unique applications?– A neutral thought leader opinion?
Lead GenerationUnder the Covers
Totals and highlights?
From a recent AIIM UK webinar:March 2009
“How DITA and SharePoint Maximize Content Re-use”
• Leads with full contact details = 210.
• Questions submitted during live event = 42
• Cost per lead = £19 (most vendors accept £35 as great)
Totals and highlights?
From a recent Infonomics enewsletterto AIIM UK/Europe Members
The feature invited readers to download an ebook
• Leads with full contact details = 97.
• Cost per lead = £10
Who are these potential customers?
No more marketing as usual
Our goal is to take our B2B capability and move “up” the lead generation value chain.
Org vertical
Org size
Ind purchasing role
Ind title
Can cross tab and then drill down to the exact individuals meeting desired characteristics.
You can zero in and focus efforts on exactly the right prospects…by context, region, and other attributes
A Company that Gets it
An integrated “Green ECM” Campaign
1. AIIM Webinar with hospital customer as lead speaker2. Caught the attention of our Infonomics editor for our inaugural issue and
Green theme3. Premium sponsor of www.aiim.org/green-ecm4. Custom content on green use within the ECM World5. Another AIIM webinar on the new whitepaper 6. Brian Dirking blog on launch of website, date of webinar, and other green
resources
Unique leads from this campaign to date = 2,000