rssmarketingandsales IDC RSS alerts Infor Inforum 2018: Doubling Down in Industry SaaS IDC Link Mon, 15 Oct 2018 04:00:00 GMT Jordan Jewell, Mickey North Rizza, Zachary Rabel Buyer Insights: Transform Buyer Personas with Contextual Insight <P>This IDC Market Perspective explains what is missing from most buyer personas and why it is important to include buyer insight to make the persona actionable. In-depth interviews with buyers who have recently made the decision to purchase a solution similar to the one offered by your organization reveals the who, what, why, and how associated with a buying decision. Committees made up of stakeholders from all the impacted areas of the business are commonplace and include an economic buyer, a lead evaluator, and representatives from security and compliance. Business users are involved from the very early stages to understand the requirements and assist in the evaluation process.</P><P>"To be effective, supplier marketing should understand the jobs to be done for each of the stakeholders on the committee. In-depth interviews are most effective for building actionable personas. A comprehensive framework helps to aggregate the key insights that come from learning the buyer's story." — Frank Della Rosa, IDC research director, SaaS and Cloud Software. </P> Market Perspective Thu, 11 Oct 2018 04:00:00 GMT Frank Della Rosa Quark Software: Streamlining the Life Cycle for Business-Critical Content <P>This IDC Vendor Profile examines Quark Software, a provider of a content automation platform that enables the creation, management, publishing, and delivery of content across print, web, and digital channels. This document reviews the vendor's technology and solutions, go-to-market and product strategies, and differentiators and challenges and provides essential guidance for technology adopters. This document also includes a Quark customer case study.</P> Vendor Profile Tue, 09 Oct 2018 04:00:00 GMT Holly Muscolino, Terry Frazier HG Data and ZoomInfo Make Acquisitions – Beginning of a Trend? <P>In the past week, two different organization domain data vendors made notable acquisitions. The current data-as-a-service market has hundreds of vendors, and IDC expects that partnerships and M&A activity will influence who succeeds or fails in the evolution of these offerings. </P> IDC Link Tue, 02 Oct 2018 04:00:00 GMT Lynne Schneider Redefining Awareness Marketing for the Digital Age <P>This IDC Presentation provides an updated taxonomy definition for both awareness and demand marketing. With digital marketing allowing marketers to do so much more, the old meaning of "awareness" as making customers conscious of a brand or a solution for the first time is no longer adequate. IDC defines awareness marketing as the tasks required to "turn strangers into friends," in the words of Seth Godin. Awareness marketing earns brands the right to sell. Marketing executives will learn the value of awareness marketing in the era of digital transformation, why consent is becoming the pivot point between awareness and demand, and what metrics can be used for measuring the contribution of awareness marketing.</P> Tech Buyer Presentation Wed, 26 Sep 2018 04:00:00 GMT Kathleen Schaub Adobe Buys Marketo, Becomes Undisputed Leader in Marketing Automation <P>Adobe announced that it's acquiring Marketo from Vista Equity Partners for $4.75 billion. </P> IDC Link Fri, 21 Sep 2018 04:00:00 GMT Gerry Murray Using Advertising to Create Demand: The Impact of Technology <P>This IDC Perspective explores the reasons for a shift in ways specific technologies are changing advertising. Even the stalwart bastion of awareness marketing now contributes to demand tactics. As advertising technology increases the ability for marketers to be more precise and relevant, leading companies are progressing by using advertising technology to target and personalize communication to the right customer at every step of the customer's decision journey. Using technology, marketers will have more opportunities to create advertisements that are personal, customizable, and customer centric. </P><P>"With the ever-changing nature of technology, campaigns will be analyzed and manipulated through multiple technologies, include artificial intelligence, dynamic campaign optimization, and blockchain," said Warren Lane, research analyst, CMO Advisory Services. "Technology will change how marketers use their biggest budget because data makes advertising to the perfect prospect possible."</P> IDC Perspective Thu, 20 Sep 2018 04:00:00 GMT Warren Lane, Kathleen Schaub Salesforce FY 2Q19 Earnings: Strong Growth Forecast with A New Co-CEO <P>On August 29, 2018, Salesforce announced fiscal year 2Q19 earnings. As a whole, earnings were very strong with total revenue of $3.28 billion for the quarter, a 27% increase over 2Q18 in constant currency. Salesforce has managed to double its revenue in just the past three years; it recorded $1.63 billion in revenue for its FY 2Q16, a 101% increase in the time span. With this revenue total, Salesforce's run rate surpassed $13 billion in 2Q19. On Salesforce's 2Q19 earnings announcement, Salesforce co-CEO Keith Block set a new revenue milestone of $23 billion in revenue in FY22.</P> IDC Link Mon, 17 Sep 2018 04:00:00 GMT Jordan Jewell, Warren Lane, Scott Lundstrom Canadian Transportation ICT Landscape, 2018 <P>This IDC Market Presentation provides an analysis of the drivers and priorities for ICT spending in the Canadian transportation industry. This IDC Market Presentation explores how the air, rail, and trucking sectors in Canada approach ICT investments in areas such as AI, IoT, mobility, and cloud.</P><P>This IDC Market Presentation is part of a series of documents focusing on specific vertical markets. It includes the Canadian ICT market size for 2017 along with forecasts for the 2018–2022 period, including five-year compound annual growth rates for hardware, software, services, and telecommunications. </P> Market Presentation Tue, 11 Sep 2018 04:00:00 GMT Nigel Wallis, John Zhang IDC PeerScape: Marketing and Communication Practices to Promote the Value of IT <P>This IDC PeerScape explores how and why IT leaders at three large corporations are honing their storytelling skills and prioritizing IT marketing efforts on the strategic agenda. One of the primary benefits of doing so has been continual increases in IT investment. At Cargill Inc., for example, CIO Justin Kershaw correlates an additional $300 million investment in IT to a focused effort to communicate and market IT's value.</P><P>"More CIOs are using marketing and storytelling to influence their colleagues in the C-suite as well as employees, customers, and business partners," says Julia King, adjunct analyst with IDC's Executive Programs (IEP). "For many, the measure of a successful marketing strategy is an increase in IT investment. Yet there are other benefits, including a boost in IT's credibility and worker morale."</P> IDC PeerScape Tue, 04 Sep 2018 04:00:00 GMT Julia King