Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Community Insight for Marketing Technology Procurement Russell Rothstein, IT Central StationKeith Burrows, Lattice Engines Andrea Ward, OracleRoland Smart, Oracle Oracle OpenWorld - September 30, 2014 Russell Rothstein, IT Central StationKeith Burrows, Lattice Engines Andrea Ward, OracleRoland Smart, Oracle Oracle OpenWorld - September 30,

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. 9/30/2014 2

Copyright © 2014 Oracle and/or its affiliates. All rights reserved.3 9/30/2014 Russell CEO and Founder IT Central Station Andrea VP of Marketing Oracle Marketing Cloud Keith Senior Director of Alliances and Partnerships Lattice Engines Roland VP of Social and Community Marketing Oracle Technology Network

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. We’ll answer the following questions (among others): How have online communities changed the ways in which marketers evaluate and buy IT? If you’re a marketing technology decision-maker, how can you use community knowledge to make better IT decisions? If you’re a decision-maker, how should you balance different opinions about competing solutions? For instance, a community of end-users might have different product opinions than your own employees /30/2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. The Big Shift Practitioners have gained more and more influence in the software acquisition process. 9/30/2014 5

Copyright © 2014 Oracle and/or its affiliates. All rights reserved.6 9/30/2014 Third-party as well as owned communities help the marketing technology buyer… Do product research, validate assumptions and promises, and have honest conversations.

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. "80% [of B2B technology buyers] use vendor support forums or discussion forums on vendor or brand websites." "Over 40% of business technology decision- makers indicate that support forums, discussion forums, and professional social networks influence them throughout their online journey." 9/30/ % 40% Sources: forrester.com/The+Social+Behaviors+Of+Your+B2B+Customers/fulltext/-/E-RES blogs.forrester.com/kim_celestre/ jump_start_your_online_community

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Q: If you’re a marketing technology buyer, what tangible value do you get out of using peer-to-peer resources such as IT Central Station (which you’ve previously called the “Yelp of IT”)? 8 9/30/2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 9/30/ Other External Communities Include:

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Q: How do a vendor’s community members help a technology buyer make better IT decisions? 10 9/30/2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved.11 Helping you and your practitioners understand a product’s record of innovation 9/30/2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved.12 Helping your employees become better at their jobs over the long term 9/30/2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Q: If you’re a marketing technology buyer, how do you balance competing advice and feedback (from your direct colleagues, frontline employees, third-party reviewers, etc.)? 13 9/30/2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved LinkedIn/ComScore Study on Software Buyers “Not all IT Committee members are senior level. Individual contributors and managers account for 50% of the IT Committee.” – 39% Manager reporting to an executive – 12% Individual contributor – 23% Senior-most decision-maker – 26% Executive 14 Source: “The Social Bridge to the IT Committee.” LinkedIn/ComScore/Starcom MediaVest Group/Mashwork study. 9/30/2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 9/30/ Many Stakeholders, Many Competing Voices IT Exec: Needs to cut year-over- year spend by 10% Marketing Director: Needs investment to wrangle fragmented customer data Community Evangelist: Claims that product provides an effective one-stop marketing system. Third-Party Reviewer: Recommends that you patch together point solutions instead. INTERNALEXTERNAL

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Thanks! Other Questions? /30/2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. How Do Buyers and Marketers Think About Community? Software BuyerSoftware Marketer Does the presence of a community indicate a good product? Can I promote my product on third-party communities? Maybe this vendor has a good reason (legal, privacy-related) for not having a community? Is building a community too risky? Are they hiding certain product limitations? Are we meeting our customer communities’ business and support needs? Is community a better way to talk to this vendor’s customers? Is community a better way to unleash the value of customer references? 18 9/30/2014