The IDC Web Conference was delivered by Rich Vancil, IDC group vice president for Executive Advisory. IDC recently completed its first-ever study of marketing techniques for cloud software vendors. If you are a "pure-play" cloud software vendor or a traditional "on-premise" provider seeking to transform your business model, this Web Conference is for you. IDC's findings will include detailed marketing budget and execution guidance that maps to the distinct Buyer's Journey that today's new customers are taking. This document includes case studies of marketing execution excellence drawn from best practitioners who were "born on the 3rd Platform" of cloud marketing.