1. 1
IDG NORDICS DEMAND GENERATION
Account Based Marketing update
IDG Connect

2. 2
Identify in-market
purchase intent and
buying teams
IDG’s high quality first
party data derived from:
IDG premium media brands offer a focus on tech
audiences and enables marketers to reach their targets
PREMIUM BRANDS + QUALITY
DATA
IDG Brands
44M 147
COUNTRIES

3. 3
SWEDEN
650,531
NORWAY
346,531
FINLAND
118,114
65%
IT
63%
IT
54%
IT
61%
IT
DENMARK
317,826
% by Company Size
20,000 >
10,000 – 19,999
5,000 – 9,999
1,000 – 4,999
500 – 999
100 – 499
50 - 99
< 50
12%
8%
8%
17%
14%
9%
7%
25%

4. 4
9%
8%
51%
5%
7%
4%
8%
8%
Application
Development
Backup/Storage
Cloud /
Virtualisation
CRM/Business
Intelligence
Job Title
Total
899
Company Size
28% 20% 19% 14% 10% 19% 22% 26%
72% 80% 81% 86% 90% 81% 78% 74%
0%
20%
40%
60%
80%
100%
1-499 500+
What projects do you think your
organisation may undertake in the
next 12 months?
56% 57% 64% 69% 65%
47%
70% 66%
14% 10%
11% 8% 10%
9%
5%
11% 13%
10% 6%
13%
11%
10% 11%9%
Application
Development
Backup/Storage Cloud /
Virtualisation
CRM/Business
Intelligence
Data Centre IT-as-a-Service Mobility Security
IT Management: Manager IT Management: Technical Consultant
IT Management: Director IT Management: CIO, CTO, CSO
Planned Project - Sweden

5. 5
16%
25%
12%10%
15%
22%
Database as a service
Infrastructure as a
service
Middleware
Other
Platform as a service
44
%
24
%
20
%
4%
8%
Job Title
Total
155
Company Size
20% 24%
11%
27%
8%
24%
80% 76%
89%
73%
92%
76%
0%
50%
100%
1-499 500+
Which areas of technology investment
will benefit from cloud services?
Database as a service Infrastructure as a service Middleware Other Platform as a service Software as a service
53
%
18
%
8%
58
%16
%
21
%
73
%
13
%
58
%17
%
13
%
4%
8%
50
%
15
%
12
%
9%
6%
0%
Cloud Services - Sweden
IT Management: Manager
IT Management: Director
IT Management: Technical Consultant
IT Management: CIO, CTO, CSO
Other: IT Staff
Business Management: CFO, Controller, Treasurer
Business Management: CEO, COO, Chairman, President
Business Management: Director, Manager

6. 6
IDG DIRECT: IN-HOUSE CONTACT CENTER
MANAGING, PROTECTING AND INTEGRATING
DATA
Branded
conversation
and research
to deliver qualified
leads anywhere
in the world
Providing protected data
High quality data is integrated
with demand generation
Know where calls are
being generated
55,000 calls/day globally, offering
added scale for demand generation

7. MARKET
CHALLENGE

8. 8
25%
NEW DECISION MAKERS
Source: 2013 IDC Black Book
2013
40%
2016
Line of Business (LOB)
professionals are an
increasingly important
voice in new IT initiatives
The rise of LOB

9. 9
BUYING TEAM
COMPLEXITY
A challenging market:
50% of buyers admit that emotion is driver in how they buy
Technology***
Buyers are two-thirds to 90%
of the way through their
journey before they reach out
to a vendor*
67% of marketers want
improved data accuracy****
Shortlist content carries
24% more weight than
education**
Average of 16 buying
team members at site
level**
*Source: Forrester
** Source: IDG Connect buyer research 2015
*** Source: IDG Connect Emotional buyer research 2016
*** Teradata 2015 Global Data-Driven Marketing Survey: Progressing Toward True Individualization

10. 10
Sales ready leads
What are they viewing?
Who do they use?
What they are doing?
Agreement to speak
Premium
Audience
CUSTOMERS WANT MORE
New customers

11. 11
DEVELOPING A
STRATEGIC APPROACH
TO ACCOUNT BASED
MARKETING

12. 12
“We believe strongly that
account-based marketing
will take off this year as
more B2B marketers
recognize the value of
delivering the right
message at the right time
to the right account”
LUMA CALLING OUT ABM AS
TREND TO WATCH IN 2016

13. 13
Create relevant content
based on buying stage
and buyer persona
Personalise content
Create high value
content that is unique
for you target accounts
Deliver content based
on function and role
BUYER STAGERELEVANT CONTENT METRICS
What buying stage is
the contact at?
Site or HQ level
Identify level of
influence
What stage of the
buying cycle is the
account in?
Content impact
Stage of buying process
No of buyers
Type of project
Contacts with intent
CREATING AN EFFECTIVE ABM PROGRAM

14. 14
ABM360 : A COMPLETE ACCOUNT-BASED MARKETING
SUITE
The IDG Connect advantage
1. First party global data
2. Full BI analysis at buyer level
3. Established demand generation solutions
4. One point of contact
5. Over 100 ABM campaigns conducted in 12
months
6. Customisable data segments
First Party Data
Tech Domain
Expertise
360° Marketing
Capabilities
TM
ALLOWS YOU TO TARGET ONLY THE COMPANIES AND THE
INDIVIDUALS WITHIN THOSE COMPANIES THAT MATTER
MOST FOR YOUR MARKETING NEEDS.

15. Build. Measure. Score.
Aggregates data
intent signals from
IDG proprietary first-
party data sources
across target
account companies.
How it Works:
Benefits:
IDG uncovers buying teams within a target
account to deliver data-rich, high quality leads.
Provides actionable
sales intelligence at the
company and individual
level with enhanced
lead generation.
Validates reading of
intent signals with
BANT style
qualification to
identify specific
projects and
opportunities.
In-depth account-
by-account
reporting with
actionable data and
multiple contacts
per company.
Overview:
Gather data-driven
insights on company
activity and high
quality individual
leads that are ready
to convert.

16. 16
ABM EXECUTIVE INTERVIEWS: DEEP INSIGHT TO
EXECUTIVE LEVEL BUYING BEHAVIOUR
1. Obtain audience insight on key IT area from
target account list
2. 10-15 minute interview conducted
3. Supply of transcript and company
name to assist with wider marketing needs
4. Use findings to support quantitative research
and for marketing communication
Solution:
Identify trends and challenges around
Data integration from target account list
across 5 countries. To use interviews to
help structure survey for wider
content project
Goal:
20,000 words
of intelligence
20 Interviews
C-Suite
Target account
Additional
Persona scan
offered

17. 17
COMPLETE DATA SOLUTIONS AND TARGETED DEMAND GENERATION
DATA SOLUTIONS
KEY DECISION
MAKERS
PROJECT
STAKEHOLDER
WITH DECISION POWER
BUSINESS
CHALLENGES, TOPICAL
INTEREST, TRIGGERS,
BRAND
ADVOCATE/MIND SHARE
VERIFIED BUSINESS
CONTACT INFORMATION
AUDIENCE
INTELLIGENCE
FULL DATA ANALYSIS
AND INTELLIGENCE
ACCOUNT BEHAVIOUR
BRAND POSITION
BUYER EDGE
ACCOUNT
TARGETING
BUYER
SUPPLIED ACCOUNT
LIST
FORTUNE 2000 AND
LOCAL MARKET LISTED
COMPANIES
INSTALLBASE
TARGETING
PROJECT
IDENTIFICATION
DATA ANALYSIS TO
UNCOVER PROJECTS
ENGAGE BUYING TEAM
MEMBERS
DELIVER HQL LEADS
NURTURE LONG TERM
PROJECTS

18. 18
IDG CONNECT
ECHO
ACTIONABLE AUDIENCE TARGETING

19. 19
First party non-anonymous data
Ability to target accounts on global scale
Reporting on account level interactions
Integrate with ABM demand generation
Create an Always on Campaign
3,800 SENIOR
BUYERS
FULL PROFILE
ACCOUNT
ANALYSIS
147 COUNTRIES
TARGET ACCOUNTS
LIST CAN BE SPLIT
BY COUNTRY AND
REGION
SEGMENT BY:
TOPIC INTEREST
PLANNED PROJECT
VERTICAL
SURROUND
ACCOUNTS WITH
PLANNED IT
PROJECTS
ECHOUSING THE POWER AND AUDIENCE OF IDG CONNECT
TO CREATE HIGHLY TARGETED CAMPAIGNS TO
SUPPORT ABM DEMAND GENERATION INITIATIVES
BUILDING GLOBAL
ALWAYS ON CAMPAIGNS
SEGMENT BY COUNTRY, ACCOUNT, PROJECT, THEME
TO BUILD SEGEMENTS WITH LESS WASTAGE

20. 20
42,461
.
North America
12,773
.
Europe
1,033
.
South America
3,387
APAC
597
Africa
954
1,141 1,113 1,149 1,150
782
0
500
1000
1500
2015 2014 2013 2012 2011 2010
Company Rank Unique Companies with Project Identified
1 – 500 166
501 – 1,000 115
1,001 – 1,500 96
1,501 – 2,000 58
Total Projects
Identified
435
Historical Engagement:
Projects Identified:
.
Middle East
525
FORBES 2000 CONTENT ENGAGEMENT

21. 21
FORTUNE 2000 BUYING
INTENTIONS
39%
11%10%
9%
9%
7%
7%
6% 1%1% 0%
Cloud/Virtualisation Application Development
IT-as-a-Service Security
Mobility Backup/Storage
Data Centre CRM/Business Intelligence
Archiving Data Center
Analytics
44%17%
4%
25%
3%
6%
3,800+ BUYERS
FORBES 2000 AUDIENCE INTELLIGENCE

22. 22
762 CONTACTS IDENTIFIED
3,294 IMPRESSIONS SERVED
4 PERSONAS ENGAGED VIA CLICK
2 LOCATIONS (LONDON AND DUBLIN)
IT MANAGEMENT AND TECHICAL DECISION MAKER
CONSISTENT DOWNLOAD ACTIVITY WITH APPLICATION DEPLOYMENT,
INFASTRUCTURE MANAGEMENT, ENTERPRISE APPLICATION INTEGRATION
AND SALESFORCE AUTOMATION
BOTH LONDON AND DUBLIN LOCATIONS CITED PLANNED APPLICATION
DEVELOPMENT PROJECT
36 LEADS DELIVERED
SAMPLE REPORT

23. 23
ABM 360
SUPPLY TARGET
ACCOUNT LIST TO
CREATE HIGHLY
TARGETED
SEGMENT INTEGRATE DISPLAY
WITH TARGET
ACCOUNT DEMAND
GENERATION
CREATE ALWAYS ON
CAMPAIGN TO
MAXIMISE
TARGETING

24. 24
FORBES
2000
GLOBAL
COUNTRY SEGMENT
SENIORITY
3,000+ ACTIVE
PROJECTS
ABILITY TO
SEGMENT BY
CONTENT
CONSUMPTION
PROJECT SCOPE

25. 25
CONTENT
INTEREST
CONTENT
ENGAGEMENT
INDIVIDUALS WHO
HAVE DOWNLOADED
SPECIFIC CONTENT
BY TOPIC
SEGMENT BY KEY
THEMES SUCH AS
PRIVATE CLOUD

26. 26
COMPETITOR
ENGAGEMENT
INCREASE BRAND
AND SHARE OF
VOICE AGAINST
COMPETITOR SET IDENTIFY KEY
COMPETITOR SET
TARCK AND ENGAGE
TO AUDIENCE WHO
HAVE DOWNLOADED
AND ACCESSED
COMPEITOR
CONTENT

27. 27
PROJECT
LEADERSHIP
CREATE SUPER
DATA SEGMENT OF
INDIVIDUALS
WITH PLANNED
IT PROJECT
OVER 30,000
PROJECTS
IDENTIFIED
BUILD BRAND
PROPOSITION AND
PUSH ADVERT
CREATIVE TO
INDIVIDUALS WITH
PROJECTS

28. 28
EXTEND TO LINE
OF BUSINESS
PERSONAS
HUMAN RESOURCE,
MARKETING,
FINANCE, FACILITIES
FURTHER SEGMENT
BY FORBES 2000 OR
CONTENT
CONSUMPTION
BEYOND
TECH BUYERS

29. 29
THANK YOU

30. 30
Delivering sales ready leads
across 15 countries
Requirement to deliver sales ready leads
for mobility and collaboration solutions
Requirement for new mobile initiative to
support brand messaging and thought
leadership
Goal:
1. Conduct assessment of Cisco
content and identify strongest assets
2. Build dedicated content zone within
the IDG Connect iOS App
3. Use email and business intelligence
to identify prospect data set
4. Build dedicated Cisco team at IDG
Direct to work on script and Cisco
sales
5. Undertake Sonar campaign
providing project account profiles
6. Full buyer persona included
7. 300+ leads supplied
Solution:
$400,600 Sales
250% Qtr. v Qtr. increase in ROI
ABM ACCOUNT
TARGETING