Marilou Barsam at the TechTarget Online ROI Summit
The week before last, before I went off to San Francisco to be immersed in security, compliance and cloud computing at the RSA Conference, I was lucky to be present at TechTarget‘s annual ROI Summit. The event, held in Newton, Mass., showcases the best research, advice and case studies from TechTarget’s online marketing efforts. I attended at the invitation of Dave Bailey, an estimable director of corporate marketing at TechTarget, sitting in on his panel with Sean Brooks on the ROI of Social Media.
Before that session, however, I was privy to a full slate of presentations and findings in the main ballroom. The following post is a reflection of the “best of the back channel,” as represented by posts (so-called “tweets”) to Twitter from attendees and TechTarget staff on site. The hashtag for the event was #TTGTSummit, as you can see if you visit search.twitter.com and search for it. Tweets are presented in chronological format here, as opposed to the most recent additions you’ll find in the links above.
Given the 140 character limit to each post, there is naturally a need to condense the insight and add context and resources with hyperlinks or other usernames. In aggregate, however, this conversation provides some useful insight into the state of online marketing, as practiced by one of the leaders in the space. I enjoyed the opportunity to “micro-report” on it using my personal account @digiphile.
You can read Marilou Barsam’s “Takeaways from the TechTarget 2009 East Online ROI Summit” at “My Educated Guess.’
Introductions & Keynote from Greg Strakosch
digiphile: My CEO is up at the #TTGTSummit. Enterprise IT pros researching at the same activity level during this #recession, despite budget tightening
digiphile: Over 60 websites in the TechTarget network as of April 2009. In aggregate, that’s the largest audience of IT pros on the Web.
digiphile: Barsam introduced the concept of the “hyperactive lead” at the #TTGTSummit | My take: IT pros consume media like bears eat blueberries.
digiphile: An IT pro here at the #TTGTSummit describes himself as an “informavore” – always foraging for information. I share that hyperactivity.
Online Marketing Case Studies
: At TechTget Online ROI Summit (#TTGTSummit
) talking abt nurturing in 2 ways-inside ur environment & outside of it, both need 2 b synergistic
digiphile: Panel on #OnlineMarketing drives home importance of integrated media & customized, thoughtful messages. Many touchpoints.
digiphile: The # of tools #OnlineMarketers have now is unprecedented. Virtual trade shows, videocasts, social media, data/Web analytics
Andy Briney’s Presentation on trends for CIO spending
digiphile: Andy outlining major IT trends for 2009 : Consolidation (virtualization, outsourcing w/cloud/SaaS) & compliance. >regs coming |
cappypopp: 96% of co.’s (of 500) believe that IT’s role in compliance hugely important; 70% of IT pros surveyed will focus on it in ’09
ITCompliance: PRT @cappypopp 96% of Fortune500 co’s believe IT’s role in compliance hugely imptnt; 70% IT pros surveyed will focus on it in 09
ITCompliance: RT @ITAgenda Major recession-proof areas of IT spending: Business Intelligence/BPM, Compliance, Disaster Recovery, Consolidation
digiphile: Good advice for #OnlineMarketers: Focus on unique value prop, stick to the truth, get specific, speak prospect’s lingo -Briney
: RT @ITAgenda
: There are 4 major recession-proof areas of IT spending – BI/BPM, Compliance, Disaster Recovery, Consolidation #TTGTSummit
Note: Linda Tucci wrote about this panel at SearchCIO.com, publishing “In Great Recession of 2009, three CIOs do more with flat IT budgets” the next day.
digiphile: At a #TTGTSummit #CIO panel. Jay Leader, iRobot’s CIO here. Noted Roomba & IED detection. Also: a gutter cleaning robot http://bit.ly/1ikd
digiphile: CIOs for TAC Worldwide (http://tacworldwide.com) & PlumChoice (http://plumchoice.com) also presenting on #TTGTSummit #CIO breakout panel.
cappypopp:#CIO panel #ttgtsummit: focus on speed and resilience. Keep up w/ speed of business.
digiphile: @cappypopp iRobot #CIO kept IT budget flat in 2009? Focus on managing IT as a business is key for all orgs, profitable or not.
ITCompliance: “SOX is the magic word that gets it past the CFO.” #CIOs on #TTGTSummit panel note poetic license in GRC software purchasing.
ITCompliance: A #CIO at the #TTGTSummit noted necessity of “J-SOX” #compliance at the Tokyo Stock Exchange. Wikipedia def: http://bit.ly/2p0gu
digiphile: iRobot #CIO places 2009 focus not on tools (has BI & ERP) but on getting better use from them & optimizing data/biz processes | #TTGTSummit
digiphile: Top drivers for #virtualization for these CIOs are consolidation & DR. Reduce # of servers, contain costs, provision faster.
digiphile: Watching @ltucci take notes on today’s #CIO panel. Her last post shed light on CISO risk mngmt mind-set: http://bit.ly/10dul
digiphile: Key Q for a #CIO: What can we *do* with it? What business problem does it solve? Applies to SOA, Twitter, UC, you name it.
digiphile: “It’s not the solution, it’s the box that goes with it. Support, implementation costs, configuration, etc.”-Jay Leader, #CIO
cappypopp: iRobot #CIO Jay Leader: never vets technical products, done lower in hierarchy. He does business eval: does it solve a problem? #ttgtsummit
cappypopp: Very hard to access #CIO s to sell to them. Panelists almost never talk to vendors. If they do you better KNOW your product. #ttgtsummit
cappypopp: ‘Sell your product in a way that tells me how it solves MY problem. Understand my business. No webinars!’ #CIO panel #ttgtsummit
digiphile: “A ‘#green data center’ only matters to a #CIO consuming megawatts of energy or dealing w/colocation. I’m a capitalist.”
JeanSFleming: RT @digiphile: “Understand who I am & express your solution to me in a way that shows me how to address a problem.”
cappypopp: #CIO Jay Leader (iRobot): DONT CARE a/b green tech. I’m a captalist. Green tech == no $ for us. Solves no problem in my space. #ttgtsummit
rotkapchen: @digiphile Or “don’t waste my time” Problem: High cost to ALL of that — figuring it out. Must be mutual discovery. #CIO
digiphile: @rotkapchen I agree. There IS a high cost to figuring out how to market to an enterprise #CIO. First step: Understanding IT.
Social Media ROI Session
: Amazing difference in one year of audience survey of %age that use social media. Easily 75% of hands up. Last year: maybe 20%. #ttgtsummit
: Other #socialmedia
best practices: Strategy 1st, don’t sell, offer help, make it P2P, allow criticism, accept feedback, have fun
digiphile: Dave Bailey presenting on thought leadership in #SocialMedia. Start w/strategy, objective & audience. Then choose tools.
digiphile: Bailey showed a detailed media plan summarizing a Dell campaign at @ITKE that integrated multiple #socialmedia components.
digiphile: Remember blogs? Dell does. Ideastorm blog went from “worst to first” (-@JeffJarvis). -27% negative blog posts. =$100M in ads?
digiphile: More on measuring #socialmedia: Reach, Traffic, Leads, Interaction. Watch subscription #s, CTR, PVs, RTs/@replies & comments.
ITAgenda: Online media complexity creates opportunity – examine metrics carefully and see how media plan improves SEM/SEO strategy #TTGTSummit
digiphile: Closing notes at the #TTGTSummit from co-founder Don Hawk: “Complexity creates competitive advantage.” Execution matters — & it’s not easy.
cappypopp: Thanks to all at TechTarget Online ROI Summit. Great job. #ttgtsummit
rsk1060: @jhurwitz shared some great ideas about articulating new concepts to IT professionals at #TTGTSummit – thank you!
rsk1060: Peter Varhol’s session at #TTGTSummit provided interesting research information indicating the #SOA is, in fact, not dead.
ITAgenda: Marilou Barsam’s key technology marketing takeaways and wrap-up from the #TTGTSummit on My Educated Guess blog http://bit.ly/XlLkG