TechTarget Online ROI Summit
I am attending the TechTarget online ROI summit today and tomorrow in San Francisco and have been sitting through a number of sessions where alot of industry experts are talking about things from lead nurturing, new media, marketing to CIO’s and predictions for 2008 in online advertising.
After sitting through several sessions and talking with a few vendors today something has become abundantly clear to me. It has occurred that the IT marketing landscape is in a state of change and either you as a marketer adapt to this change or be prepared to face some tough realities in the marketplace. I work in an organization which has 100+ people dedicated to marketing and while some of these folks have a decent vision of the current marketing landscape and what it will take going forward, I am becoming increasingly disturbed at the fact that some people are not aware, (nor do they care to be) that this IT marketing landscape is becoming more collaborative, transparent and nimble. That marketing in IT is not about how many “leads” we can give sales. Its not about feeding the funnel and writing a white paper with substandard content and a huge product pitch. Its not pitching the latest buzz coined thing of “aligning business to IT”. Its not about giving things away to feed the sales beast with unqualified leads. Its not about alot of things…….and yet IT marketing organizations still believe that what we did back in 2004 to get business will work today.
To me its so much more……its about identifying the customers pain points and offering a solution to solve that pain point. Its about subscribing to the new media platform such as videos and podcasts to produce relevant and meaningful content so that the audience can identify you as a thought leader. Its not about quantity, its about quality. Its giving things away such as knowledge so that organizations can leverage your expertise to their business and not a particular solution set.
I can go on and on and on, but one thing that has come about in my one of being here, that my philosophy of openness, transparency, collaboration, nurturing, new media and relevancy has never been stronger. It was strong before I came here, and I will leave with an even bigger mantra to transform how IT marketing departments approach the world of marketing to IT professionals.