Bringing New School Marketing
to an Old School Organization
The IDC Insights Community
Miriam Kutcher, Vice President, Marketing
IDC
Inbound Marketing Summit, October 2009
Copyright 2009 IDC. Reproduction is forbidden unless authorized. All rights reserved.

IDC & Insights Overview
IDC is the premier independent global market intelligence,
events, and advisory firm for information technology,
telecommunications, and consumer technology markets (ICT)
More than 1,000 IDC analysts in over 110 countries
Industry-focused business units within IDC
Research designed to help Technology Buyers make
better business decisions
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IDC Insights Community Goals
External Goal:
To create a forum for IT and business professionals to discuss technology
issues within the context of their business
Internal Goals:
To extend our reach, influence, and business with technology buyers
Launch the Community in Q1 2009 with a complete rollout of all 6 groups
before the end of our fiscal year (September 30th, 2009)
Increase our end-user sales channel by 10% in Year 1
Reach 5,000 Members Year 1
Based upon our 8,000+ active monthly newsletter subscribers
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Buy vs. Build
Photo Credit: Flickr/Meremail
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Rating Potential Vendors
As of Sept 2008
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Rating Potential Vendors
As of Sept 2008
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IDC Insights Community
http://idc-insights-community.com
Community Goal:
To create a forum for IT and
business professionals to discuss
technology issues within the
context of their business
Features Include:
Networking – Invite, Find and
Interact with Analysts and Other
Members
Analyst Blogs and Videos
Discussion Forums
Live Chat
Polls
Events Calendar
Resource Library/Complimentary
Research
Industries Covered:
Financial Services
Health/Life Sciences
Manufacturing
Retail
Energy
Government
© 2009 IDC http://idc-insights-community.com Oct-09 7

The Pros & Cons (6 Month Mark…)
PROS
Our analysts are content
machines
Sales enablement
Clients love it – being first gets
the buzz
CONS
Analyst learning curve
Engagement level is low
B-to-B Communities are slow
growth
Photo Credit: Scott Beale/Laughing Squid
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Expanding Our Reach:
Guest Blogging, LinkedIn, Newswire
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Platform Analytics & Reporting
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Platform Analytics & Reporting
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Dashboard Metrics
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Dashboard Metrics
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Dashboard Metrics
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Dashboard Metrics
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Dashboard Metrics
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Top 5 Lessons Learned
1. Clear strategic goals set the
right discussions and
framework every time.
2. An Executive Sponsor’s
support is invaluable.
3. Expect to spend significant
time continuously internally
marketing the program.
4. Training is an on-going process
in a constantly changing
media.
5. Measurement: Where there is
a will, there is a way.
Photo Credit: Flickr/Color Fields
© 2009 IDC http://idc-insights-community.com Oct-09 17

Questions
Miriam Kutcher
(T) 508.988.6964
(E) Mkutcher@idc.com
Twitter.com/MiriamKutcher
LinkedIn.com/in/MiriamKutcher
http://idc-insights-community.com
Photo Credit: Flickr/JohnHars
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