Magnus Marketing Blog

Another post popped up on the AMA board from a marketing person who was seeking ways to market technology. I of course have a mouthful to say, but wanted to see what the others on the board would respond.

Here is one response:
am currently working with a client with a similar business model (VPN, end-to-end VoIP, etc.) We recently conducted a focus group ranging from SMB through Enterprise of IT Directors and execs. We found that they preferred to be reached via email or phone - not DM. That said, they also prefer you know "something" about them and their current networks and/or needs prior to contact. If you're budget allows, I would highly recommend using Harte-Hanks (http://www.harte-hanks.com). They focus on the IT industry, can provide very specific databases you can utilize in your campaigns AND have a call center to execute calling campaigns. If you're integrating: Start with an email introduction via email (if you have permissions) with a follow up call from a call center (or sales) to invite to a webinar. Standard follow up tactics like inviting them to monthly eNewsletters are also helpful. They (your target audience) will most likely keep your emails, info, etc. on hand until there is a definite need - a good start to a multi-touch/integrated marketing focus.

I wonder how much money the client paid to do a survey to tell them stuff most tech marketers already know? Further:
1. Harte-Hanks is a great resource, but massively expensive like thousands of dollars expensive just for the database. The callers are the same $10/hr people - I see their resumes on the employment boards a lot.
2. You do not need permission to contact someone via email, only to continue the emailing.
3. A webinar is only good if you have something demonstrable to show, otherwise it is best to do a needs assessment or set up a meeting with the techie and sales rep.
4. This is too simplistic, it is not likely that someone will keep your stuff and then just call you when there is a need - you need to create a process to contact them until there is a need. Newsletters are boring unless they provide VALUE.

We recently conducted a focus group ranging from SMB through Enterprise of IT Directors and execs. We found that they preferred to be reached via email or phone - not DM. That said, they also prefer you know "something" about them and their current networks and/or needs prior to contact.

She never answered the question of you need to know something about them - what those executives meant was not just the technology infrastructure, but the business need also. This folks is the sales intelligence piece which is only discovered through smart researching.

Nuff' said.