Documente Academic
Documente Profesional
Documente Cultură
Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
Thank you generous sponsor @aurorawdc , for enabling @SLACID to offer this free recap
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Information Not
elsewhere classified
Customers
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
, Factiva, etc
[including deep web]
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Financial Issues
People Issues
Operational Issues
Cash flow & cash management Financial structure Financial reporting systems Ability to raise capital Credit-control activities Risk-management systems
Quality of managers & employees Concentration of skills & expertise Levels of motivation Rates of pay Ability to attract and retain Training methods Flexibility Culture Organizational structure Levels of delegation & empowerment Initiative allowed Pressure Communication
Current product portfolio Research & technical expertise Ability to develop popular new products Market research systems
Warehousing, transport, & logistics Distribution channels Pricing Brand perception Customer service Overall market potential for the product
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
EVENTS/PROCESSES
Specific Sales Bids Pricing / Packaging / Bundling ID decision makers for sales pitches Weighting "Customer" =Product/Services Features Customer Past/Present/Non on Org's Value Prop ID Ops Specific Products Existing Product Management New Product Development Salesforce Structure & Compensation Mgmt Bench Strength / Personnel Changes Messaging Straw-manning War Gaming, Visioning Sessions Mergers & Acquisitions / Integration Strategic Planning -- Qtrly, Annual etc Intellectual Property/Capital Legal / Risk Management Issues Partnerships / Alliances Defensive/Counter Intelligence Trade Show Coaching
ANALYSES
Suppliers / Subcontractors
Markets segmented by client industry Markets segmented by client geography Markets segmented by client "size" Markets segmented by product Markets - unmet needs Expense Analysis/Cost Structure Political/Regulatory Developments Other Comparisons, NEC Functional Benchmarking
Anna F. Shallenberger
President
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
Early Warning Systems markets, competitors, trends Messaging / PR / Advertising / Reputation Monitoring B2B2C / B2B2B perspective not just B2B or B2C
http://tinyurl.com/AIIP-AFS http://tinyurl.com/PlaxoAFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
Internal
Strengths Weaknesses
External
Customer Profiling, including their market landscape Strawmen [anticipating alternate positions, prep counter argument] Dashboards, NEC
Anna F. Shallenberger
President
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS http://tinyurl.com/PlaxoAFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
To
They
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
But
Note: competitors are not just businesses they can be non-profits, universities etc. Everyone has competitors
http://closetlibrarian.blogspot.com
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http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Reference
Nudge Tie
Clarify
+ how sensitive overall research, impacts who you can speak to / how If
they have you following scuttle [rumors], get context deliverables look/feel expected
Confirm
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
Content
Determine How
much / what segmentation are they potentially seeking do they know already from whom, what false trails to skip if competitor products has multiple, which one
What
Versioning
Leverage requestors
relationships
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Underlying
content / data
need varies
Higher degree of triangulated guessing Often have rush /emergency needs faster turnaround
Methodology Marketing may be interested, Sales almost never Analysis Wide range of needs
Partnering
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
Deliverables
Visually
Look / Feel
oriented, but need substance not just style Try to be more concise & less cluttered than this presentation
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
10
@ClosetLibrarian
Leverage Images
Creatives,
Determine
Search
Non US
Translations,
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
Deep
dives in industry functional sites, e.g. Legal Marketing, Food Packaging, Pharma Manufacturing
Deep web search, www.scribd.com/doc/67466807/Mining-Unique-Information-Sources-Deep-Invisible-Hidden-Opaque-WebAFSRecap-FINAL
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
oversight URLs partner sites, client s portals etc Media Linked In bragging & Grad School Presentations Vendor Case Studies
Keep
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
deliverable in mind, WHILE gathering research, monitor progress, budget time, stay true, unless extenuating circumstances
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Precise
But
Concise
But
layered
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
For examples, see snapshots from slides link on AFS cover page you want a really fancy look & feel, check out Edward R Tufte
IF
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Garner
They
remember friends, great info resources, internally & externally likely to verbalize their opinion re your work to others
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
Part of
Sales & Marketing Groups @ GE, Maritz groups in other organizations & as clients
Blog, Tweet, Write Articles & SLA Click U CI Source Collection Modules,
2011 2011 2010 B&F Past
CID Professional Grant winner & Conference Speaker, presentation highlighted on Slide Share due volume downloads Conference Planner & Spotlight Speaker with Jan Herring
Linked in Group Moderator Chapter Roles [employment chair, newsletter editor, luncheon coordinator etc] & Intelligence associations AMA, FWA, SCIP, AIIP, etc Speaker, Intel Collab & CI2020 Group Moderator LIS pro whose responsibilities transitioned to include CI & KM as well
ALA-accredited MLS,
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
Undergrad
degree in Economics
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian No member of a crew is praised for the rugged individuality of his rowing. ~Ralph Waldo Emerson Thanks & Best Regards, 203.258.2383 cell 917.591.6732 fax
anna@targetedknowledge.com http://twitter.com/ClosetLibrarian http://www.slideshare.net/ClosetLibrarian http://closetlibrarian.blogspot.com
Anna F. Shallenberger
An experienced researcher, educator, author, blogger, strategist & consultant, Anna Shallenberger, aka the ClosetLibrarian, was recently recognized in Best of the Business Web & featured on SlideShares home page.
At SLA 2011 , Anna was a panelist for Integrating with Sales & Marketing to Capture & Deliver Intelligence & led an "Intelligence Caf discussion regarding Unique Information Sources & the Deep Web. She was also a spotlight panelist @ SLA 2010 & served as conference planner for the CI Division.
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibraria
Sometimes They
Brand
Channel Client
Pricing Product
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
Strategic Social
Webmaster
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS
20
@ClosetLibrarian Needs beyond understanding their respective competitive environments How can we support them in this?
McKinsey forecasts a shortfall by 2018 of more than 1.5 million data-savvy managers
THESE TRENDS = GREAT OPPORTUNITIES FOR INFO PROS?
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Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
@ClosetLibraria
American Marketing Association Blog www.marketingpower2.com/blog/marketingnews Aggregator of Marketing Related Charts www.marketingcharts.com EMarketer Blog www.emarketer.com/blog/ Corp Exec Board Sales/Marketing Practice www.executiveboard.com/sales-marketing/index.html Marketing Sherpa Blog http://sherpablog.marketingsherpa.com
Industry Specific Marketing, selected examples. Automotive Market Research Council www.amrc.org/index.php?option=com_content&view=article&id=54&Itemid=97 Bankers Association Marketing Network www.aba.com/MarketingNetwork/default.htm Construction Marketing Association www.constructionmarketingassociation.org/Resources.cfm Hospitality Sales www.hsmaieconnect.org/list/1-10/154000320.html Legal Marketing Association www.legalmarketing.org/Portals/0/Corcoran%20presentation%20to%20LMA%20Minneapolis%20030911_1.pdf Pharmaceutical Marketing Research Group www.pmrg.org/MemberResources/PMRGWiki/tabid/427/Default.aspx
Specific Functional Surveys Unicas 2011 Survey of Marketers
www.theinteractivemarketingjourney.com/unicaimrc/media/DocumentDownloads/US/Unica-s-Annual-Survey-of-Marketers-2011_v22.pdf?ext=.pdf
Anna F. Shallenberger
President & Chief Archer
Shallenberger Intelligence Services anna@targetedknowledge.com 203.258.2383 917.591.6732 fax www.targetedknowledge.com http://twitter.com/ClosetLibrarian
http://www.scribd.com/ClosetLibrarian
Experian 2011 Digital Marketer Benchmark & Trend Report www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf AMA www.marketingpower.com/ResourceLibrary/Documents/research/aquent_salary_2010.pdf Big Data: Next Frontier www.experian.com/assets/marketing-services/reports/2011-digital-marketer.pdf When worlds of Sales & Procurement Collide www.greybeardadvisors.com/index.php/download_file//view/60/ www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdf www.booz.com/media/file/Booz_B2B_Marketing_Leadership_Study.pdf www.executiveboard.com/sales-marketing/market-research-executive-board/pdf/mreb-anatomy.pdf Specific Marketing Segments, selected examples. Advertising Research Foundation, PRSSA Great Sources / Poll & Survey Data
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP-AFS