We have been discussing the ongoing shift in power in information technology purchasing from seller to the buyer in this blog for some time now. In this new era, a potential IT buyer can fully educate themselves about a company’s technology offerings and formulate purchase consideration before ever speaking to a sales rep. Therefore, it is no longer the IT marketer’s job to generate demand, but to facilitate demand. Facilitating demand is making certain that you are providing potential buyers with all of the content and information that they need to educate themselves about what you have to offer. Which means your marketing efforts will go only as far as the content you can provide.

In order to ensure you keep up with IT buyer demand for information, you need to get the most out of every piece of content you produce. For example, if you create a webcast, transcribe it and turn it into a white paper. Or edit the audio portion and turn it into a podcast. Or take your broad white paper and create multiple versions targeted to industries you work with/sell into. Possibilities are endless. This approach will allow you to most effectively use multiple distribution channels to capitalize on prospect media format/information consumption preference and maximize interaction opportunities. Also, do not be afraid to offer content in different formats together. Recent campaigns we have run that promoted a webcast and podcast on the same subject together have seen very low duplication rates.

Last week we had the opportunity to hold our second TechTarget Online ROI Summit. I am glad to report that close to 300 TechTarget IT customers/marketers attended, all eager to absorb our collective experience set related to IT online marketing as well as network with one another. In a nutshell, most technology marketers find it challenging to stay on top of ever-changing online marketing practices and look for very specific examples of what to do and not do to stage effective online campaigns and prove subsequent ROI.

As a result of surveying our attendees we learned some valuable things with a couple of key data points worth passing on to this audience…

• •  Related to the tightening economy, only 56% cited marketing budget decreases due to economic conditions
• •  Of those 85% cited online spending would increase

The interrelationship of these two responses begs for some interpretation so I’ll take a stab at it. Even for IT enterprises cutting back their marketing spend the majority of the budget remaining is intended to increase in favor of online investments. This may have everything to do with how truly “accountable” management has come to see the role of online, in that it is a quantifiable medium, one that can be used reliably to measure response, conversion to sales opportunities, traffic to sponsoring websites and much more. And most importantly in IT, online research is where the action is when it comes to the IT buyer’s need to use it to research and seek out solution providers during their buying process.

The steady decline of print advertising in the face of online growth further substantiates how valuable interactive “online” information sources are to buying audiences. For the marketer this should come as somewhat of a blessing in that there is a reliable medium to continue to stage major marketing efforts and promote one’s brand to IT audiences. To online publishers like TechTarget, the reality is that there is a strong future for online venues to provide advertising opportunities to marketers looking for ROI.

The mobile phone industry is growing and marketers are taking advantage of this growth with mobile adverting.

In a recent Juniper Research study, they found that 30% of mobile phone users would be interested in receiving coupons through their cell phones.  Trends predict that the market will see an increase in this demand for advertising, and spending will reach $11 billion by 2011. 

While only a few retailers can actually read coupons off a cell phone, kinks can be worked out where retailers manually enter in key codes to make this effective. As retailers try to catch up to technology - there is a great opportunity for growth in mobile marketing for consumer companies but what about B2B advertisers?

B2B advertising is very different from B2C.  This blog outlines the best practices for B2B mobile email marketing.

As marketing professional, what are your thoughts and have you had any experience with mobile marketing in either the consumer or B2B markets?  Please share your comments and opinions.

I recently read a statistic in The Economist from the Chinese government for 2007 that I found to be quite astonishing: the number of Internet users in China has reached 210 million, up more than 50% from 2006 (more than three times the number in India).  What’s more, Morgan Stanley predicts China will surpass the US total within months.

On a visit to China in August 2007, I was fascinated to hear various college-aged, American, Canadian and Chinese students discuss their use of the Internet and their frustration with certain sites simply “disappearing.”  Censorship by the Chinese government is certainly a very controversial topic and it shapes the way the most populated country in the world is using the Internet.  This is also the case because the Internet is used so commonly as a social networking forum for China’s youth.

Although only about 16% of China’s population is using the Internet, the fact that such an overwhelming majority of these users are under the age of 30 (more than 70%) should indicate that we are only on the cusp of monumental growth of Internet users in China.  Already, China boasts more mobile-phone subscribers than the US, Japan, Germany and Britain combined and mobile messaging and streaming advertisements are already extremely prevalent there.

When will US-based companies start to seriously shift or dedicate large portions of B2B online marketing budgets to China?  Will the attention from the 2008 Olympic summer games expedite the process of foreign influence and business in China?

Certainly US-based consumer brands have gained healthy traction in China, but with the difficult restrictions put on foreign companies by the Chinese government including foreign investment and license and permit requirements, “capitalizing” on this emerging market has already proven difficult.  However, considering the technology focus in China coupled with its maturing market, it seems like only a matter of time before Internet users in China demand more from the world and their own government in the form of an all-encompassing Internet environment.

What are your thoughts on this?

Many of our clients have indicated that vertical industries are an important target audience and most provide technology solutions specific to these industries. Still, we often see vertical industries (the most common being financial, government, healthcare and manufacturing) as a secondary or tertiary target audience in a broader marketing program. Why don’t more vendors create marketing programs that target vertical industries?  Don’t they have the content assets specific to the industry(s)? No additional budget to target this audience? Or do they simply not know how to go about creating or implementing such a program? The answer is likely a combination of these issues. I am surprised however at the number of clients who have solutions for vertical industries yet little to no content created beyond data sheets or brochures.

I have had the opportunity to work with several clients on successful vertical marketing programs. The most important element is to have a well thought out content strategy that addresses the needs in the industry by guiding people through different phases of the buying cycle. An integrated approach works best, a mixture of white papers, case studies, demos/trials, analyst papers, webcasts, data sheets, etc. This variety provides useful information to the user whether he/she is in the early stages of research, consideration or product trial. Reviewing your competitors’ content can also help with determining any content gaps that need to be filled.

The same rules apply with marketing programs that target a broader audience. Seems like common marketing sense, right? Then why aren’t more vendors implementing vertical programs? My educated guess is that they do not have the bandwidth to create the specific content required. The content that targets the broader initiative is top priority. My suggestion is to create the vertical content simultaneously with the broader content. This way both sets of content will have format alignment while addressing different audiences. And, paying writers and/or analysts for one big job will be more efficient than several one-offs down the road. Once the right content is created, targeted promotion to select the industry should provide great results.

Given the current IT marketing environment - reduced or locked down budgets, the transition from print to online media, and other factors - it’s no surprise that the demand continues to grow for conferences and events providing information on how to maximize and prove the results of online marketing expenditures.  But how can you be sure that these events are really designed to deliver actionable recommendations that can be applied directly by marketers against the most pressing and relevant issues they face?

If you really want to make certain your IT marketing conference or event covers the most relevant and timely industry topics, you really can’t do any better than having a client advisory board of industry experts to provide insights and recommendations.  At TechTarget, we have put together an advisory board that includes representatives and perspectives from leading IT companies like OMD, Business Objects, HP/PolyServe, BEA, Liquid Machines, DataFlux, Microsoft’s Windows Server Business Group; and EMC Corporation, a good way to assure your event will include the right topics presented the right way.

That’s what TechTarget did with its first Online ROI Summit which was held in San Francisco last fall and attended by 250 C-level and management-level IT marketers representing the world’s leading IT companies.  The subjects and areas of concern identified by TechTarget’s advisory board (pardon the pun) didn’t just hit the target; they all truly hit the bull’s-eye, covering the “must know” topics for every senior IT marketer, including: Proving the ROI of IT marketing investments; Web 2.0; and Closed-loop Lead Management.  All of which reflect TechTarget’s unique perspective and expertise as a leading provider of proven branding and lead generation programs to over 1,000 of the world’s leading IT companies.

Another factor contributing to the success of the 2007 TechTarget Online ROI Summit was the high quality of the attendees.  To strengthen its client relationships TechTarget focused its efforts on assembling only the key decision makers from its leading client companies for this event, with over half of attendees at the CEO/CMO/VP/Director level; 30% managerial-level; and the balance consisting of IT marketing generalists and agency representatives.  As a result, the Online ROI Summit actually delivered the often touted - but seldom delivered - high-level peer networking opportunity in an event setting.  The 2008 Online ROI Summit will offer “Bird of a Feather” networking activities designed to facilitate and enrich peer relationships among the leading IT marketers.

The 2008 TechTarget Online ROI Summit - coming to the Northeast April 24 at the Boston Marriott Newton - will feature a number of improvements and enhancements, including a second day - April 25 - of intensive workshops on topics identified as “critical” by the TechTarget ROI Advisory Board, attendees of last year’s event, and recent client survey results: Web 2.0: The Latest on “New Media” Performance and How They Deliver ROI; Selecting Content to Match the Buying Process; and Life after Lead Generation: Best Practices on Why Lead Generation is No Longer Enough.    

But perhaps the most compelling reasons to attend the 2008 Online ROI Summit are summarized in the attendee feedback from the 2007 Online ROI conference.  You can read even more actual client feedback on this Marketing Interactions blog. 

“I want to thank you for a great presentation and a fantastic conference.  We learned so many valuable online marketing strategies and we are putting together a list of recommendations for our management team.  Thanks again and I look forward to attending other events in the future.”

-Manager of Lead Generation

“The people I met at your Summit were of the highest caliber - it was quite a group. I’ve also been blogging about it and talking it up to friends - hoping you’ll have one again next year. It was wonderful to hear firsthand from C-level panels who spoke candidly about how they do business and what they want.”

-B2B Marketing Strategist

Will we see you at the 2008 TechTarget Online ROI Summit?

I’m sure you have heard a difference in opinion about whether an email marketing campaign was a success or not. Funny enough, there may be good reason why these opinions vary. I stumbled on a blog article about measuring response rates on email campaigns. There seems to be a lack of standards when it comes to the way we are measuring email metrics. Also, it seems that many people don’t understand how to measure the email campaign nor are they consistent.  Here is a recent study by JupiterResearch/e-Rewards, Inc. which showed that Marketers were not consistent with the measurement used to gage success.

The stats show that many marketers are confused about email metrics and what standards to use. The conscience is that email marketing is not going away; so I guess we need some industry standards as guidelines so we as marketers can speak the same language.

A recent marketing survey, conducted by Datran Media to online marketing professionals, revealed that 80% of marketers call email the best performing online medium. The survey even has email beating out search! The survey also indicated that 82% of the marketer’s surveyed plan to increase their email marketing spends in 2008 by 82%.

In terms of success, I  have seen that one medium doesn’t necessary outperform the other -  in order to receive optimal results the two mediums need to work together. What is your company’s plan in terms of allocating budget towards email vs. search in ‘08?

Have you found that one medium outperforms  the other?

Online marketing is not just about reaching out to your target or potential customer with emails, search marketing and banner ads, today it is much more.  It’s about making meaningful connections utilizing various platforms such as blogs, forums, social networks and videos and in context with what your target is really interested in.  In Barry Harrigan’s blog, What IT Marketers Can Learn from Guitar Hero, he poses the question, “So what does Guitar Hero III have to do with IT Marketing and lead generation?.”

He states that “While IT Marketers may not be able to market technology with flashy outfits and expensive instruments, we can allow our users to personalize their experiences while they are researching technology on our Websites. If users are given choices - in what they see when they log-in to our sites, in how their personalized pages are designed, and as to the content that appears on their pages, they are going to feel more connected with the Website.

TechTarget has incorporated this contextual approach to help our clients connect with prospects where and when they want to be reached with contextual ROI marketing opportunities such as All-in-One Guides, Supercasts, Topic-Focused Schools, Topical Infocenters and more.

Is your company stepping up marketing efforts to make meaningful connections with prospects by incorporating contextual or new marketing platforms?

At TechTarget, we have spent a lot of time in 2007 gathering data from our ongoing research and developing marketing best practices around the IT buying process.   Recently, evidence surfaced that both the type of content (i.e. webcast, white paper, podcast, trial, etc.) and the topic of the content (analyst review, case study, product comparison, benchmarking study) determines whether the user is in the awareness, consideration, or decision phase of the IT buying process.  

With our recent acquisition of Knowledge Storm (a top-ranked search resource for technology solutions and information), we now have a complete product offering of both targeted, “push” promotion along with “pull” or broad based search strategies.  With that said, when implementing search engine optimization strategies, where do those leads generated fall into the IT buying process? 

In a recent post on www.searchengineland.com, Patricia Hursh highlights research that shows business buyers use search engines in the “awareness, research, and selection phases of the b2b buying cycle”.  At this point, I’m not willing to place leads generated through SEO in any particular part of the IT buying process.  Although I would like an opportunity to review more research, I suspect that search strategies can get more highly target content, such as events and seminars, in front of the right audience.  They aren’t just used for awareness building.  A lot of the success depends in how the content is catalogued and what search terms are used when syndicating the content.

Can you share any experiences or evidence that shows the influence SEO strategies have on all phases of the B2B or IT buying process?