Blended Deliverables

Blde DevErle
ON HeRAn
Ma UIt, OOR 21
B+Z+T=R
Wednesday, October 12, 11 1

IgIL PDEr
iNRmAOn ChICt
@ bO ENg uS eXRiEE DIEr
cOEnT TrAGS
sHAnINS

B+ZT
+ =

cOOn wRk NE
sI aRItEUR
EtAEd SG
gLAL LeMTs
iNRaCON

tW ExPImES
UdICE ErSAs

cOEnT LW


HiS ReSTaTN I MaD FoR DuCIoN pUOS
Ly. Ny SeMAnC To Al RNs, LInG R
Ad, I PuRY CNcINtA UnLS I IS’t. ReP
pELtI mA Be PEd. OmE SsELy QuID.
AtTIeS Ot ClUD. OnTTs Y STlE UrI

DilAir sHMN. Se Ly  dICE. OsTE WL B PD
bY DdRSE. M cAE EHoR aN SpOAnES
dEOhYOsPSO. UbJT T ArBRaTN. HiS S
nO An FeR O SL SUrIEs. Ay  tO InTSE
fO SoM ViEwRs. O N sTP. Se HeR IdE OR
aDTiOL LTGs. O N dIUR. O UR-
sEIcELe RtS NDe. ImE ApPXiME.

tANg E
pRLE(s)
Wednesday, October 12, 11
aPT 7

hOw Do U TL
yO sTIE?

1 aS N IIvIAl
tEIN 2 aS  tE mEEr
sTEs
3 aS  lEEr


HE
tEEr Ap

“OD i’s InK BT c
aN GD c’s InK F i”

B tH sTL ILS
iNViDLS wOIG
aLE.

“We believe in nothing,
Lebowski.”

He LeM F
“dEVeRLE”

aGE?
An?

bLDE
dEVeRLE

1 SttEc BETs
Blde 2 AcTAl NeFS
DevErle
Wt, Wt? 3 BrnStm PEnTL
4 cOAbOTiV OpTNs

sCDEs

TaNRd HeDE
OnTT SAGy
uS eXRiEE
dEGn
EvEPNt


(iF Ou’rE EaL lUY)
EGn
dEEoPNt


aNHeR PpRCh
dEGn
EvEPNt


O ME “zOIe”
dOMTs

dEGn R
dIGrEEN

mA iT  dIUsSN
bUNS
dEGn
cOEN

Ch eXRt IE

1 SttEc ARCh
Blde 2 AcTAl CU

bUNS
dEGn
cOEN


i Ve  Ea
o o
X X o
X o
X X o
o o
X
X
X o
X

B lm
XaME 1 XaME 2 ...sO Ow wAt?
UdICE ErSAs cOET LW bUDiN O It


B lm


1 SttEc Befi
aUEE 2 AcTAl NeFS
pEOA BrnStm PEnTL
Wt, Wt? 3
4 CoaBoti PotS

Wt, Wt? 3

wH cOS
bERe RsOS?

1 WHo E W SpEInG O?
2 wH aR ThE Ey SsAS?
3 wH cOEnT O TY ND?
4 wHE D ThE NeE It?

AueNs
Peon
SeeNtio


Wt, Wt? 3

Name Prospects Customers Media Investors

Our technologies are
We’re a partner they can
Every product we offer is leading the industry and Our portfolio of products
Key Message trust to support them in
growing and getting better making customers more is profitable and growing
their challenges
successful

Clearly stated facts
Findable, relevant content High-level introductions to
Peer validation with
complex concepts
success stories Data
Needs Easy to read and
download samples and Ways to see our
Role-appropriate demos Connections to content
abstracts customers’ successes
across all our sites

Product Blog Entries Solution Blog Entries Press Releases
Leadership Blog Entries
Customer success stories Leadership Blog Entries Customer Success Stories
Solution Blog Entries
Ideal Content Demos Analyst Reports Partner Profiles
Press Releases
Education Briefs Learning Path Pages Whitepapers
Customer Success Stories
FAQ’s Licensing Leadership Blog Entries
Partner Profiles

Wt, Wt? 3

3 Ted The Trekkie Tech Manager
“Look deep enough and the logical choice appears.”

Ted is the primary information gatherer and provides a tactical voice in the decision making process. He
needs to formulate a clear point-of-view on solutions by understanding the nature of integration programs
and their common pain-points. He comes to us knowing the type of product he's looking for (often by
name) and wants details. He needs to build a case for whatever solution he picks.

Goals and mindset How to support Ted’s needs
• Deliver relevant and accurate information into the • Guided navigation with dynamic ﬁltering
consideration process • Role-appropriate demos
• Provide a robust context to facilitate decision • Persuasive supporting content (case studies,
making whitepapers)
• Needs to understand a solution’s potential and
constraints
Typical tasks How to exceed his expectations
• Find products (by category, product name or SKU) • Content to skim now and save for later
• Research compatibility of products to his current • Make sure content is easily shareable with his
environment teams and manager
• Gauge community sentiment around a product’s • Show him an active community behind a
releases product and let him ask questions


Prospects
Our best prospects are the information gatherers of their companies, they are primarily technology
managers and technical support pros looking for detailed information to support a purchase, often of a
specific product. they know their platform and install base backwards and forwards. We don’t have to sell
them on a solution, we have to sell them on why our solution is right for them. more importantly they
“know the drill” when it comes to marketing and favor content specifically from dev teams and managers.

Key Messages What they need
• We’re a partner they can trust for the long haul • Peer validation
• Our products are successful in the marketplace • Comments and sentiment from the install base
• We stand behind our products with regular release • Role appropriate demos
cycles and patches
How we speak to them Great content for them
• Marketing content in plain language • Product blog entries
• Technical content in industry language • Customer success stories
• Blog entries can dip into “tech speak” briefly • Demos
• Community forums by product and platform

Key Editorial Calendar Dates Content Sources
• Budgets deadlines are typically in Q2 • Demos outsourced to Bloomberg
• The lead up to SXSW is key • Partnership with TechCrunch in negotiations


Wt, Wt? 3

bUNS
dEGn
cOEN


B lm


hOw Do OE
cOEcT wItH UR
cOEN?

Coen 2 AcTAl NeFS
FlWs Wt, Wt? 3 BrnStm PEnTL

kE PrOEcT LOw
WiTR CPaIS F oNInG OdCTs IvE O A InKIn OP
rEStRIoN Nd DEs. GUp DaT iNUdE wHiTApE N
rEEsT tOCs D &a SsIS WH D tE mEER. AWS
iNUdE InK To MoS RiVG CTaC WiT SEs.

il B
J T cf

cnTT YE

pdCTs

il B
J T cf

cnTT YpE - PT I (tH ReVGe)

wHEpARs

il B
J T cf

cnTT YpE - PT I (tH CoNNtINg)

dES

il B
J T cf

cOEnT OuRS

eXRnA CoNNT (pUIsH oR YnDAE)

il B
J T cf

cOEnT OuRS, PT I (...O, NEr Nd)

hOEd NtE oR UnCOnATy

il B
J T cf

B lm


...sO Ow wAt?
(i’m Ad U AEd)


Q A &
v
(tI aLWN)

HKs!
b @bOENg
f bOENg@gML.O


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