Digital Marketing Theatre - 17th June, 12:30-13:00 Traditional lead-gen is dead. Spray and pray email tactics are a thing of the past and spending your marketing budget on expensive promos and hoping those leads convert is "so yesterday" that it hurts. IT marketing doesn't have to be this way! Leave the 00’s behind, and come hear the secret to winning the hearts, minds and budgets of the 5.5 million IT buyers in Spiceworks and how the brave new world of "vertical social networks" will make you an even more successful marketer.

1. Your IT Marketing
Doesn’t Have to Suck
Reginald Herde
Director of Marketing
Spiceworks

2. The typical IT pro

3. What makes for great
communication when it
comes to reaching IT
decision makers?

4. Basic Banner or
Dynamic Display?

5. Let’s start with the easy stuff…
Busy v. Clean
.09 .18

6. Not as easy, but a little deeper…
Product v. Concept
.09 .03

7. Now, let’s get creative…
Fun v. Business
.11 .09

8. . 15.1
Be deliberate…
Illustration v. Photography

9. .22 .14
Be “original”…
Contest v. None

10. Other considerations
Be Provocative
(but avoid hyperbole)

11. Other considerations
Feature price
(help prime for conversions)

12. .05
The call-to-action
Give it a little more thought
.11

13. Make display better
1. Keep it clean.
2. Product over concept
3. Make IT fun
4. Photos work better
5. Consider a contest
Also…
• Be provocative
• Feature price
• Not just any call-to-action

14. Excellence in Email

15. Dump the sidebars
• Up to 4%
higher click-
through rate
• But if you
must… left
hand sidebars
have 3X
higher CTR
than right ones.

16. Retargeting is your friend
• Despite seeing
only 3% to 5%
retargeting…
• When done,
we saw a
nearly 131%
increase in
registrations.

17. Of course not on weekends…
• Regardless of
the day – we
saw no more
than .23%
variation in
open rates.

18. Know thy email technology
• 22% of our users
also use Gmail
• Their new
promotion tabs
proved
challenging
• Keep your
recipients
informed

19. Give the Unsubscribe some thought too
• Don’t be the
brand that
makes it a
challenge
• Unsubscribe
rates will taper
• Those that
remain will be
more devoted

20. Make email extraordinary
1. Goodbye sidebars.
2. Retarget, retarget, retarget
3. Any weekday
4. Email technology changes
5. If you love them, set them free

21. Embrace Social as
the New Normal

22. B2B marketers inside communities

23. The 36 Rules of
Social Media
(according to Fast Company)
Let’s just walk through 5 of them…

24. 1.
Stop & Ask:
Would an ACTUAL person
talk that way?

25. 2.
Social is 24/7
Not a one-time stunt

26. 3.
People would rather talk
to Symantec Matt,
Than Symantec.

27. Symantec Matt, not Symantec…

28. Case study: Adding the human touch

29. 4.
Embrace negative
content about your
brand.

30. Embrace negative content…

31. 5.
Everyone’s an Influencer

32. Get Social with IT
1. Speak normally
2. 24/7/365…
3. The person, not the company
4. Embrace the negative
5. Influencers are everywhere
http://infographics.fastcompany.com/miscella
neous/rules-of-social-media-poster.pdf

33. IT
Pros
Apps & Tools Profiles
Community
IT Content
Product Info
140K ratings,
100K reviews
425,000
Discussions
90M PVs,
534M min
5.5M IT Pros
206K MSPs
32K How-to’s, 257K Topics
How do we know?

34. Media
Solutions
Marketing
Platform&
Targeted
Advertising
Content
Marketing
Reach, Presence
& Engagement
Educate,
Purchase
& Manage
Market Research
& Insights
Demand
Generation
Marketers inside Spiceworks

35. Here is that moment
at the end when I
ask for questions.
Come see us at booth IW330