What providers need to know about the way users buy in this economy and the tangible ways that AIIM can move them up the purchase continuum

1. Help me make the
case for document
management in
challenging times
… and show me the
leads!

4. Gartner
predicts
worldwide IT
spending will
dip to $3.2
trillion in
2009, a 3.8%
decline from
2008 revenue
of $3.4 trillion.

5. the context for
decisions

6. agree or disagree?
“The acceptable length of time
to implement a project has
been significantly cut.”
41% agree
Making the Case for Document
©2009, AIIM N=360
Management in Challenging Times

7. agree or disagree?
“Capital requests are much
more difficult to get approved
than last year.”
69% agree
Making the Case for Document
©2009, AIIM N=360
Management in Challenging Times

8. agree or disagree?
“Only those projects that can
demonstrate positive hard
dollar returns THIS YEAR are
being approved.”
69% agree
Making the Case for Document
©2009, AIIM N=360
Management in Challenging Times

9. 60%
Most important
50% business driver
40%
30%
Cost/Efficiency
20% Compliance/Risk
Customer Service
10%
0% All respondents (476)
2004 2005 2006 2007 2008 2009
AIIM 2009 State of the ECM Industry
©2009, AIIM N=476
survey

10. What would I do if I
were in your shoes?

12. Excellent
How Good
effective is
Fair
your
marketing Poor
strategy?
0% 10% 20% 30% 40% 50%

13. Think Differently About Marketing
4. World
Survival
• 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

14. Get your web site right.

17. Focus.

18. 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.
Making the Case for Document
©2009, AIIM N=139
Management in Challenging Times

19. 1. Budgeting 10.Help desk
2. Invoice processing 11.Performance reviews
3. Processes particular to 12.Travel requests
our industry 13.New account setup
4. Billing and shipping 14.New hire processes
consolidation 15.Policy compliance
5. Order processing 16.Sarbanes-Oxley
6. Expense reports compliance
7. Purchase requisitions 17.Lead management
8. Time sheets 18.Leave requests
9. Capital appropriation 19.Proposal generation
requests
Making the Case for Document
©2009, AIIM N=139
Management in Challenging Times

20. Emphasize simplicity.

21. Stds conformance/5015.2 14%
SaaS availability 4%
Open source 5%
Module integration 25%
Match to business 23%
Breadth of functionality 24%
Reliability of software 30%
Integration/ent systems/CRM/ERP 46%
Integration/content/CMIS 21%
Ease of implementation 42%
Ease of use 60%
AIIM 2009 State of the ECM Industry
©2009, AIIM N=462
survey

22. Changes toward Simplicity…
• 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

23. What users Want
“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

24. Find the Crowd
and stand out from it.

25. AIIM Web Traffic up 41%

26. AIIM UK Webinar Registrants

28. Legitimize
And Capitalize.

29. • A
We engage with this community every
day with:
We’re not
trying to build a
community of – webinars
ECM – 6 industry research studies
practitioners, w – Monthly enewsletter
– instructional wall posters
e ARE the
– Custom research/whitepapers
community of – 1 magazine with 6 issues per
ECM year including the digital edition
practitioners – searchable online Buyers Guide
is FREE to members

30. • A
– Leads, leads, leads?
– Credibility?
– Market Positioning?
How best to achieve this:
What is your
main objective? – Tell your story?
– Focus on unique applications?
– A neutral thought leader opinion?

33. Lead Generation
Under the Covers

34. From a recent AIIM UK webinar:
March 2009
“How DITA and SharePoint Maximize Content Re-use”
Totals and • Leads with full contact details = 210.
highlights?
• Questions submitted during live event = 42
• Cost per lead = £19 (most vendors accept £35 as great)

35. From a recent Infonomics enewsletter
to AIIM UK/Europe Members
The feature invited readers to download an ebook
Totals and • Leads with full contact details = 97.
highlights?
• Cost per lead = £10

36. Who are these potential customers?

37. No more marketing as
usual

38. Our goal is to take our B2B capability and move
“up” the lead generation value chain.
Org vertical Can cross tab and then drill
down to the exact
Org size
individuals meeting desired
Ind purchasing role characteristics.
Ind title
You can zero in and focus efforts on
exactly the right prospects…by context,
region, and other attributes

39. A Company that Gets it
An integrated “Green ECM” Campaign
1. AIIM Webinar with hospital customer as lead speaker
2. Caught the attention of our Infonomics editor for our inaugural issue
and Green theme
3. Premium sponsor of www.aiim.org/green-ecm
4. Custom content on green use within the ECM World
5. 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