Copyright 2009 IDC. Reproduction is forbidden unless authorized. All rights reserved. From Market Research to Lead Generation Gabriel Coimbra Director Integrated Marketing Programs IDC Spain and Portugal

© 2009 IDC Objectives  Develop relationships with decision makers thus enabling business development.  Drive lead generation across key markets to support sales in pipeline development.  Rely on a trusted partner in order to be more effective and efficient developing new events in order to increase relationships with decision makers and drive lead generation.

© 2009 IDC IDC Recommendations In line with today’s objective, IDC is pleased to provide details for a custom integrated marketing program:  IDC Research to quantify opportunities and identify decision makers  IDC White Paper development  Speaking engagement  Audio Podcast  Creation of a Webcast  Custom Event development  Lead generation programme into key markets Leads Events and lead generation Thought leadership content Identify decision markers

© 2009 IDC IDC research is able to quantify opportunities and identify decision makers in virtually any ICT market.  IDC IT Biggest Spenders research  IT Spending  IT workforce  Revenues, employees  Main providers  IDC data base with more than contacts  IDC custom research IDC Research to quantify opportunities and identify decision makers Leads Events and lead generation Thought leadership content Identify decision markers

© 2009 IDC Thought Leadership Content IDC recommend the development of a thought-provoking content piece - in the form of a white paper, PowerPoint presentation, audio podcast or webcast. These would be leveraged to drive messaging into key markets.  IDC White Paper development –ROI/Business Value Spotlight –TCO Analysis –Offering Spotlight –Technology Spotlight  Speaking engagement  Audio Podcast  Creation of a Webcast Leads Events and lead generation Thought leadership content Identify decision markers

© 2009 IDC Events and Lead Generation After identifying the decision makers and having the right content in order to position the brand and demonstrate the business value, IDC's events and lead generation programme guaranty lead-generation results.  Standard Event Sponsorship  Custom Event development –Customer roundtables –Breakfast briefings –1 or ½ day event –Road shows  Lead generation programme –White Paper, podcast or webcast online promotion –White Paper, podcast or webcast promotion through IDC DB –After event follow-up Leads Events and lead generation Thought leadership content Identify decision markers

© 2009 IDC 7 We welcome your feedback and questions… Gabriel Coimbra Director Integrated Marketing Programs Spain and Portugal Mobile