Daily Archives: April 29, 2009

Notes and Tweets from the TechTarget ROI Summit at #TTGTSummit

Marilou Barsam at the TechTarget Online ROI Summit

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

InboundMarketer: 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 

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 

Tedesign: RT @ITAgenda: There are 4 major recession-proof areas of IT spending – BI/BPM, Compliance, Disaster Recovery, Consolidation #TTGTSummit

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: Panel on #SocialMedia ROI starting at #TTGTSummit. @SeanMBrooks up. Nearly every hand went up when asked who uses SM. ~75% on Twitter now.

digiphile: Case study in #socialmedia success from the audience. #Intuit promoted a webinar w/Twitter, blogged it, engaged influencers.

cappypopp: Amazing difference in one year of audience survey of %age that use social media. Easily 75% of hands up. Last year: maybe 20%. #ttgtsummit

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

digiphile: “Instant feedback using Twitter or other #socialmedia platforms is easy & quite powerful.”-@SeanRBrooks. Example: Try @TwtPoll | #TTGTSummidigiphile: “Empower your employees to participate in #socialmedia. They’re already doing it.”-@SeanRBrooks on suggesting best practices. | 
digiphile: Other #socialmedia best practices: Strategy 1st, don’t sell, offer help, make it P2P, allow criticism, accept feedback, have fun 

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

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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“The challenges of a state CIO” [New podcast]

I was happy to find the podcast  I recorded with Anne Marguiles at the top of SearchCIO.com tonight. The conversation I had with the Commonwealth’s CIO is captured in two portions at “The challenges of a state CIO.” Marguiles was an engaging interview and offered insight on a wide variety of technological challenges and opportunities that exist in 2009 for government agencies and their leaders.

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