Continuing to post somewhat live from the show floor at the Sirius Decisions Summit...
This is the first time I've seen this cool new technology from Machine Dreams -- a personal communicator on each table at the summit which wirelessly transmits a "vote" in answer to a question the speaker poses. The results are tabulated instantaneously and embedded inside their presentation immediately. Very interesting and a good way to engage your audience directly.
Sirius launched their new demand creation tactics model which seems to have five components:
- Buying cycle based
- Demand-type sensitive
They said in B2B interactions, the most in-use tactics for a first interaction with a prospective customer are white papers, in person events and trials, while the tactics used most often for second interactions were shorter events, like webinars. Jaros made an important point that people in their second interactions are not yet ready for facts and figures -- they are still in education phase, so it's not yet time to sell. He said that many companies try to increase the velocity of the lead through the pipeline after the first interaction; something that is rarely appropriate.
They said that trade shows and banner advertisements are becoming less and less used because many companies are attempting to do more for less money.
I'll have to check this figure, but I believe he said that most of the companies they surveyed spend 90% of their marketing dollars (non salary) on programs, and only 10 percent on systems. He said an optimum split should be 65/35.
More notes as I gain better Internet access....