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Solutions marketing a complex mix for b2b

May 14th, 2012

BtoB

Motorola Solutions put it in its name. Dow Chemical launched a new ad campaign around it. IBM has made it a core part of its business. Solutions marketing—an approach that focuses on offering a combination of products and services to help solve unique customer problems—is being embraced by all types of b2b marketers. But not everyone understands what it is or how to do it.

“Solutions marketing is incredibly complex. It is not for light-weights,” said Steve Hurley, managing director of Solutions Insights, a solutions marketing consultancy that recently released a study on the evolving role of solutions marketers at organizations. The study was conducted in conjunction with the Information Technology Services Marketing Association.

Categories: Advertising & Marketing News | Tags: 2012, advertising, b2b, b2b marketers, BtoB, business, IBM, IT marketing, marketing, marketing services, Motorola, News, solutions marketing, study, tech, technology, Technology Services Marketing Association

Summit 2012—Marketing Today Is All About ‘The Digital Self,’ Says SVP Rencher

April 27th, 2012

cmo.com

“Digital marketing is all about reading signals and mapping patterns. And it has to matter right now or it doesn’t matter.” So said Brad Rencher, Adobe Systems’ senior vice president and general manager, Digital Marketing Business Unit, Wednesday morning, as he kicked off the company’s Digital Marketing Summit 2012, taking place this week in Salt Lake City. Rencher, playing to a full house at the Salt Palace, told attendees that Big Data is getting bigger, while the details are getting smaller—but it’s those details that drive success.

Categories: Digital Media Blog | Tags: 2012, Big Data, blog, business, CMO.com, data, digital, digital marketing, digital marketing business unit, digital marketing summit 2012, digital media, information technology, Information technology marketing, IT, IT marketing, it marketing services, marketing services, media

How SAP turns users of its social network into sales-ready leads

April 24th, 2012

BtoB

SAP is known worldwide for its business and analytics applications. It has more than 170,000 customers and more than two million members of its social network, the SAP Community Network (SCN), which was created as a way to disseminate information.

About a year ago, hoping to boost its overall thought leadership and turn some of its SCN members into warm leads, the SAP marketing team launched a series of webinars using ON24 as its technology platform. The first webcast, which focused primarily on the North American and EMEA markets, took about six weeks of planning. It went live in March 2011.

Categories: Lead Generation News | Tags: information technology, Internet, IT, IT marketing, it marketing services, lead generation, Lead-gen, marketing services, News, online, SAP, social media, technology marketing, web

Honoring the Individuals Creating a New Chapter for the Publishing Industry.

April 5th, 2012

Folio

As senior vice president of strategic marketing services and custom solutions at IDG, Lee oversees a staff of 43 people in the U.S. Strategic Marketing Services Group and the IDG Enterprise Custom Solutions Group. The former supports six key technology giants with emerging platform technologies. They are: Hewlett-Packard, Microsoft, Intel, Cisco, IBM and Dell. IDG Enterprise Custom Solutions, which began as pure custom print publishing, has since embraced social media, mobile applications and video.

Research Indicates that Cloud Increases Short Term Costs for Long Term Gains – IDG Enterprise’s Survey Details Enterprise Cloud Strategy and Vendor Opportunities

April 2nd, 2012

IDG Enterprise news release

Framingham, Mass. – IDG Enterprise—the media company comprising CFOworld, CIO, CIO Executive Council, Computerworld, CSO, DEMO, InfoWorld, ITworld and Network World—releases the results from the 2012 Cloud Computing survey examining cloud computing implementation, usage, investment plans and vendor requirements.

The survey, completed by more than 1,650 IT and security decision-makers from a range of industries, highlights the growth in cloud computing investments, demonstrating the value cloud computing provides to organizations. Respondents state that 34% of their current IT budget is allocated to cloud computing solutions and more than half (63%) expect to increase spending in the next 12 months. On average, organizations will increase cloud computing spending by 16%.

For the full release click here

Categories: Tech Business & Marketing News, Tech Business & Marketing Research | Tags: 2012, business, cloud, cloud computing, cloud services, Framingham, IDG, IDG Enterprise, information technology, Information technology marketing, IT, IT marketing, marketing, marketing services, media, News, News Release, research, survey, tech, tech marketing, technology

ANA: Clients Challenge Agencies To Cut Ad, Marketing Budgets

March 30th, 2012

MediaPost

The recession may be officially over, but marketers are under increasing pressure to find cost savings and reductions in their marketing and advertising budgets. Those efforts will impact ad shops, as many clients are asking their agencies to identify potential cost cuts that go beyond merely trimming ad-spending budgets.

Categories: Advertising & Marketing News | Tags: ads, advertising, ANA, Clients, IT marketing, marketing, marketing services, media, MediaPost, News

Nearly 1 Billion Smart Connected Devices Shipped in 2011 with Shipments Expected to Double by 2016, According to IDC

March 28th, 2012

IDC Press Release

FRAMINGHAM, Mass. –The universe of smart connected devices, including PCs, media tablets, and smartphones, saw shipments of more than 916 million units and revenues surpassing $489 billion dollars in 2011, according to the International Data Corporation (IDC). These numbers reflect the combined total from IDC’s Worldwide Quarterly PC Tracker, Mobile Phone Tracker, and Media Tablet Tracker.

For the full press release click here

Categories: Tech Business & Marketing News, Tech Business & Marketing Research | Tags: 2011, 2012, business, IDC, IDG, information technology, IT, it marketing services, marketing, marketing services, media, News, PC, press release, research, smartphones, tablets, tech, technology

Social Media Powers Instant Research Communities

March 28th, 2012

MediaPost

In addition to using social media for distributing advertising, marketers have long recognized that social media is a valuable tool for research — and now a number of companies are building online services which allow marketers to plan and execute targeted research campaigns via social media. Towards that end GutCheck unveiled “Instant Research Communities,” enabling marketers to leverage fans and followers on Facebook, Twitter, and Google+ for research purposes.

Categories: Social Media Blog, Social Media Research | Tags: advertising, blog, Communities, digital, Facebook, Google, IT services, marketing, marketing services, media, MediaPost, online, research, social, social advertising, social marketing, social media, social networking, Twitter

Why Marketers Need to Think Like Developers

March 28th, 2012

Digiday

Let’s be clear about one thing: Any kind of digital marketing execution — from an online banner to a mobile app to a Facebook page to a transactional, e-commerce website — is software development. Period.

These executions all require coding, which needs quality assurance, and all are “launched” in some way, which necessitates moving files and post-live testing. So, congratulations: Whether you know it or not, you’re all software developers.

Categories: Advertising & Marketing Blog | Tags: advertising, apps, blog, developers, DIGIDAY, digital, digital marketing, Facebook, marketing, marketing services, mobile, online, social networking, software

CPMs Don’t Reflect Whether Ads Are Viewable, Targeted

March 26th, 2012

MediaPost

Earlier this year, comScore revealed some key findings from a broad study of online brand campaigns in connection with the launch of its ad verification service called Validated Campaign Essentials. Among the highlights, it found that nearly a third (31%) of online display ads are never seen, and 72% of campaigns had at least some ads running next to objectionable content.

Categories: Digital Media News, Digital Media Research | Tags: ads, advertising, campaigns, ComScore, content, digital, digital media, information technology, Internet, IT, IT marketing, marketing, marketing services, media, MediaPost, News, online, online campaigns, research, tech, technology

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Strategic market analysis, research and information for high tech business-to-business professionals. Providing online advertising, marketing, social media and industry event intelligence, plus statistics and strategies critical to success in a dynamic technology marketplace.

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Latest On IDG Marketing

Subscribe To Latest Posts

Sort Posts By:

Solutions marketing a complex mix for b2b

Summit 2012—Marketing Today Is All About ‘The Digital Self,’ Says SVP Rencher

ANA: Clients Challenge Agencies To Cut Ad, Marketing Budgets

Nearly 1 Billion Smart Connected Devices Shipped in 2011 with Shipments Expected to Double by 2016, According to IDC

CPMs Don’t Reflect Whether Ads Are Viewable, Targeted