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How to Market to IT: Real Advice Direct From IT Experts

Topics

Information Technology

Cloud Computing

Direct Marketing

Marketing Strategies

Online Marketing

This event took place on Oct. 4, 2011

Highlights

If you market to IT, you must listen to this Roundtable. Sales and marketing expert Matt Heinz hosted a panel with three IT executives who have bought, been marketed to, and sat through your webinars. Listen in as they gave advice on how best to market to them and answered the following important questions:

What is the best way to catch the attention of a busy IT executive?
What do IT executives want from the organizations trying to market and sell to them?
What does an IT buying cycle look like and what do the executives in charge of that buying cycle want from sales and marketing along the way?
What are 3 tips IT executives give marketing to how to reach, educate, and get them to raise their hand?

Speakers

Director, Service Operat...

SWN Communications Inc.

details

Solutions Architect

Perceptive Software

details

Director Information Sec...

Marlabs Inc

details

President

Heinz Marketing Inc

details

Participants

see all hide

Craig Rosenberg added a comment

Listening to this roundtable, one thing stands out to me: IT buyers don't differentiate between vendor sales and marketing. They are one in the same. That is something to learn from.

Oct. 4, 2011

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Andrew Baker Replied on Oct. 6, 2011

I guess that's one way to look at it, Craig.

For me, marketing is about letting me know what you do, so that when I need whatever that is, I know where to get it resolved. Sales is the mechanism by which I get my issues resolved on *my* schedule. Rarely have I been compelled to purchase something on a vendor's schedule.

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Craig Rosenberg Replied on Oct. 7, 2011

Interesting, I like that -- well said.

@Logik007 tweeted

Thanks again to @HeinzMarketing @RParham5050 & John McCoy for an insightful @Focus discussion facilitated by @briellenikaido #FocusRT04

Oct. 4, 2011

@malekzadeh tweeted

RT @briellenikaido No amount of marketing or sales acumen will be able to compete with an exceptional product with new functionality -John McCoy #FocusRT04

Oct. 4, 2011

@LaurenEHarper tweeted

+100!! RT @briellenikaido Big THANKS to @HeinzMarketing @Logik007 @rparham5050 & John McCoy for that incredible #FocusRT04 discussion!

Oct. 4, 2011

@briellenikaido tweeted

Big THANKS to @HeinzMarketing @Logik007 @rparham5050 & John McCoy for that incredible #FocusRT04 discussion. MP3 will be up shortly!

Oct. 4, 2011

@LaurenEHarper tweeted

Don't waste time telling me how you're better than someone else- just focus on what YOU do. via @Logik007 <YES!! #FocusRT04 #sales

Oct. 4, 2011

@briellenikaido tweeted

Marketers: focus on what YOU do. Don't point out why you're better than vendorX. It's all about value and what YOU bring to table #FocusRT04

Oct. 4, 2011

@briellenikaido tweeted

No amount of marketing or sales acumen will be able to compete with an exceptional product with new functionality -John McCoy #FocusRT04

Oct. 4, 2011

@TechEdgeMedia tweeted

Your superior product is your competitive edge against the big guys! Build something excellent! #FocusRT04

Oct. 4, 2011

@tquila_ruskin tweeted

RT @briellenikaido Are there effective ways for smaller, newer companies to break out and make their message heard & compete with the big vendors? #FocusRT04

Oct. 4, 2011

@TechEdgeMedia tweeted

Small vendors overcome capacity and financial challenges by offering a small service for free. Get the exposure. Then Deliver. #FocusRT04

Oct. 4, 2011

Daniya Hashmi asked a question

How loyal are you to your existing IT provider and what needs to happen for you to leave them?

Oct. 4, 2011

1 Answer · Answer this Question

@briellenikaido tweeted

Can be hard for smaller vendors to make way into enterprise. John says smaller BI vendor started w/ free trial & pushed out MSFT #FocusRT04

Oct. 4, 2011

Melissa West asked a question

Will one of you name one or two actions that turn a vendor from a possibility into a reliable, trustworthy source?

Oct. 4, 2011

4 Answers · Answer this Question

@briellenikaido tweeted

Are there effective ways for smaller, newer companies to break out and make their message heard & compete with the big vendors? #FocusRT04

Oct. 4, 2011

@briellenikaido tweeted

*@Logik007 says to market to him effectively, you should be where he is. IBM has most influential ads, strategically placed #FocusRT04

Oct. 4, 2011

@TechEdgeMedia tweeted

Attending @Focus Roundtable: How to Market to IT: Real Advice Direct From IT Experts [10/4] http://t.co/NqTgrmcB #FocusRT04

Oct. 4, 2011

Melissa West asked a question

If a vendor takes on some of your analysis and documentation leg work, would they gain any leverage in the process?

Oct. 4, 2011

4 Answers · Answer this Question

@TechEdgeMedia tweeted

Buying cycle depends on who is driving it- slower when something that IT needs to convince the business to buy via @logik007 #FocusRT04

Oct. 4, 2011

Daniya Hashmi asked a question

How important is it for a sales person to have an understanding of your business and network architecture along with your industry?

Oct. 4, 2011

2 Answers · Answer this Question

Scott Albro asked a question

What are the best ways for IT vendors to do company-specific homework in advance of a sales call?

Oct. 4, 2011

2 Answers · Answer this Question

Erik de Wit asked a question

Globally we experienced a recession. Is there room for customer value proposition (CVP) or are most IT manager’s price-only buyers?

Oct. 4, 2011

2 Answers · Answer this Question

Scott Albro asked a question

Which vendor marketing organizations do a good job of creating content for IT professionals?

Oct. 4, 2011

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Scott Albro added a comment

Nothing like hearing it from the source...

Oct. 4, 2011

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Craig Rosenberg Replied on Oct. 4, 2011

Very true. Listening to it now.

@DRSLLC tweeted

Attending @Focus Roundtable: How to Market to IT: Real Advice Direct From IT Experts http://t.co/2MdWOq1G #FocusRT04

Oct. 4, 2011

@HeinzMarketing tweeted

RT @Focus Have any questions on how to market to IT? Ask here before our event today to have your questions addressed http://t.co/roRKNBNb #FocusRT04

Oct. 4, 2011

@Focus tweeted

15 Minutes until our roundtable on how to market to IT w/ @HeinzMarketing @Logik007 @rparham5050 bit.ly/quNrRp #FocusRT04 #marketing

Oct. 4, 2011

@briellenikaido tweeted

15 Minutes until our roundtable on how to market to IT w/ @HeinzMarketing @Logik007 @rparham5050 http://t.co/xyprkNL0 #FocusRT04 #marketing

Oct. 4, 2011

@LaurenEHarper tweeted

The @Focus Roundtable: How to Market to IT: Real Advice Direct From IT Experts starts in 20 mins! Dial in! http://t.co/Am3cdaBo #FocusRT04

Oct. 4, 2011

Brielle Nikaido added a comment

This event will begin in an hour and a half (1pm PT/4pm ET). If you have any questions you would like our panel of IT professionals to address during the live event, please make sure to ask them on the event page.

Oct. 4, 2011

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