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: The TechTarget Online #ROI Summit is getting rolling here. Follow the #TTGTSummit hashtag. More info: http://TechTargetSummit.TechTarget.com
digiphile: Glad to find @RandyKahle @GSasha @AqaMarketing @Cathie_Briggett @rsk1060 @ESalerno here. Consider using #TTGTSummit & following @ITAgenda
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
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
digiphile: Detailed case studies of how #OnlineMarketers use automated CRM tools/dashboards to gather & track leads at the #TTGTSummit | Analytics key.
digiphile: PRT @InboundMarketer Tableau software uses Eloqua; “great 4 a small co,” uses CRM (Salesforce.com) 4 visual scoring w/dashboards
Andy Briney’s Presentation on trends for CIO spending
cappypopp: IT in ’00s: ‘webify’ servers, apps, infrastructure. Bandwidth leasing, compliance. #ttgtsummit
cappypopp: Online ROI Summit #ttgtsummit http://twitpic.com/3b4jg
cappypopp: To succeed IT is going to need to rejustify its role in the business #ttgtsummit
cappypopp: Only 29% of companies to grow their IT budgets in ’09 | #ttgtsummit
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
digiphile: What’s the #1 IT spend area in 2009? According to Briney @ #TTGTSummit, it’s disaster recovery. Hurricanes had an impact on banks/insurance.
cappypopp: What is ‘business intelligence?’ Getting more and better data faster. | #ttgtsummit
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: RT @CappyPopp “Consolidation, compliance, DR, & BI are not “opportunities” for IT: they are imperatives” -Andy Briney
InboundMarketer: http://twitpic.com/3b6cv – Techtarget Online ROI Summit #TTGTSummit main session room
ITCompliance: Andy Briney gave http://SearchCompliance.com special note at the #TTGTSummit. USGov/EU regs have made “IT” a crucial issue for #2009.
cappypopp: IT marketers: target proj. teams, not all stakeholders, and audience closest to your product or pain. Use independent content | #ttgtsummit
digiphile: Good advice for #OnlineMarketers: Focus on unique value prop, stick to the truth, get specific, speak prospect’s lingo -Briney
CIO Panel
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
cappypopp: #ttgtsummit Measuring #ROI of social media panel with @seanbrooks @digiphile David Bailey. Waiting for the @radian6 mention. :)
digiphile: Case study in #socialmedia success from the audience. #Intuit promoted a webinar w/Twitter, blogged it, engaged influencers.
digiphile: Uses of #socialmedia from @SeanRBrooks: Focus groups, new distribution channels, feedback, real-time product/company tracking
digiphile: Quick hits on corporate #socialmedia case studies getting ROI on Twitter from @SeanRBrooks: @CAInfraMan @NetBackup
cappypopp: ‘take a breath, learn how to respond.’-@SeanRBrooks Re: #Twitter | #ttgtsummit
cappypopp: ‘sitting quietly and letting comments sit’ not a great idea. #Socialmedia is 2-way – @seanrbrooks | #ttgtsummit
digiphile: Measuring success? @SeanRBrooks suggests #socialmedia metrics like ROMO (return on marketing objective) vs ROI. RTs/links.
digiphile: Suggested #socialmedia tracking tools from @CappyPopp: http://twitalyzer.com | http://tweetgrid | http://tweetstats.com
digiphile: Effects of #socialmedia? @SeanRBrooks asks: “How big is your reach? Traffic benefits? Happier customers? ‘Influencers’ linking?”
cappypopp: Serena Software #socialmedia campaign case study – generated 14x avg CTR on #Facebook. #ttgtsummit
cappypopp: #Norton brand advocates: #Symantec built 15k customer advocates using #socialmedia and raised their Amazon ratings accordingly #ttgtsummit
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: Next #socialmedia case study @ #TTGTSummit: #IBM‘s B2B play across multiple platforms: @MrFong | http://ConnectMrFong.com
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.
Google/TechTarget Research
digiphile: Final session at #TTGTSummit features research from the @Google/@TechTarget Roadshow: http://bit.ly/aTzZ | #Search behaviors of IT buyers.
digiphile: Next from @Google #search? Perhaps: concept clustering, filtering w/in results, categorization by page type, on-hover preview
IBM_ECM: RT @digiphile: This post from @ChrisBrogan is for those in #SocialMedia session wondering where to start: http://bit.ly/TOeN
Closing Notes
InboundMarketer: Create a separate remessaging strategy based on content consumption & velocity of consumption – good advice, #ttgtsummit
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
digiphile: RT @SeanRBrooks Presentations & reports from the #TTGTSummit: http://www.techtarget.com/formarketers | via @ITAgenda | #ROI #OnlineMarketing
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.
LeahRosin: Article on #TTGTSummit #CIO Panel: “In the #Recession of 2009, 3 CIOs do more with flat IT budgets” http://bit.ly/2eYA9k (HT @digiphile)
digiphile: “Content is still king in IT marketing.” @BennettStrategy, on @TechTarget/@Google research: http://tr.im/j468 | #TTGTSummit | HT @MarkMartel
ITAgenda: Marilou Barsam’s key technology marketing takeaways and wrap-up from the #TTGTSummit on My Educated Guess blog http://bit.ly/XlLkG
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