Marketing Communications Expertise is in High Demand for the Enterprise IT Software Market

Much of the methodology implemented by the Google search engine to produce the linear, ranked results to search queries, as well as the methodology used by its competitors to produce similar results, is based upon analysis of text information found on web sites. This methodology, we argue, applies not only to how web site content is processed by Google’s famed algorithm, but, further, to how the actual authority of inbound linking web sites is established with regards to specific key word searches. This ranking methodology has been in use since the inception of Google as a search engine, meaning going back to the late 1990s. Needless to say, in today’s enterprise IT ISV market, the writers who produce all of this editorial content are experiencing high demand. Therefore, enterprise IT ISVs looking to staff up with these talented individuals should budget appropriately.

We do not see these surroundings changing anytime soon. Therefore, if the quality of marketing communications (MARCOM) content is a truly mission-critical factor for your business (we need to note that we are completely confident that a mission-critical role for MARCOM makes sense in today’s market), than plan accordingly. Taking the risk of missing the mark on a market message is not to be advised. As we have written extensively here in this blog, enterprise IT software buyers in 2012 are very much a new breed that is short on conversation, long on independent research, and not very open to outside opinion. Better get the right message to them than to risk a product launch that fails to generate “escape velocity.”

But hitting the mark does not need to mean an expensive series of acquisitions, that would necessarily include:

  1. Staffing up with a useful MARCOM expert
  2. Signing up with a SaaS lead management service like Marketo or Hub Spot
  3. Commencing an online advertising campaign
  4. or an Ongoing Organic Search Optimization Program
  5. or, finally, an Integrated Direct Marketing effort

We think it is possible to make a right choice with #1, above, and then proceed to #s 3, 4, and 5. We think an enterprise IT ISV can skip #2 and still do very well as long as the choice of #1 is a “right” selection.

If you run an ISV business, you ought to look carefully into the quality of your current MARCOM content. We can help you put together a useful picture of how enterprise IT software buyers are receiving your content. We can also help you find the right individual for your MARCOM expert staffing requirement. Please call Ira Michael Blonder at +1 631-673-2929 to further a discussion about our retained consulting services. Plans begin as low as $3200.00 per month (3 mos minimum). You may also email Ira at imblonder@imbenterprises.com.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved


Online Engagement: When Something Sticks Do More Of It

We recently worked with our customer, Rehmani Consulting Inc of Plainfield, Illinois on a Press Release and follow up response on the topic of a debut of a new product. Our customer is in the business of producing video training content for Microsoft SharePoint. The response to the Press Release for VisualSP was surprisingly good. We received a magnitude higher level of in bound requests for information than we had for other online campaigns. Our natural response, and one that we highly recommend for innovative tech businesses, is to do more of what works.

Of course, a key component of getting to the point that we have arrived at is maintaining a “ready fire aim” strategy for marketing communications. We’ve written elsewhere about this approach, but with regard to core product marketing. While we do not like the very fast market entry that is characteristic of businesses that implement “ready fire aim” for core product marketing, we do like it for online marketing communications efforts. We think we are in good company with our position. General industry position appears to be that tech businesses should experiment with different approaches to online communications until a working formula is found that is “repeatable”.

So what is going to be our next step, now that we’ve found something that sticks to the market? As mentioned above, we will do more of the same. But we need to collect opinions from “names” from the market who have opted to engage with us to determine just what it was that they found to be sticky. Was it the communications piece itself, or something else? We will not be able to offer an answer on this until we have collected responses to make that determination.

Despite our uncertainty, we can certainly note here that even if the responses have been stimulated by the type of product, itself, we can still reframe the rest of our marketing communications efforts around a product theme, which is consistent with this effort. If this effort succeeds, then we will have successfully added more stickiness for the rest of our online communications efforts.

If your business is grappling with a need to produce more engagement with online web site visitors, email campaign recipients and the like, let’s talk. Please telephone Ira Michael “Mike” Blonder at +1 631-673-2929 to further a discussion. You may also email Mike at imblonder@imbenterprises.com.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved