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IMS Presentation_IDC Insights Community Oct 2009

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In July 2008, IDC launched a plan to build an on-line B2B community. This case study session highlights how IDC went from start to launch in just 8 months and how the community has developed since it's March 2009 debut. Miriam highlights the year in review and the lessons learned along the way -- from internal training bumps and messy metrics to new marketing partnerships, dashboards tied to new business activities, and unexpected business development success stories. It's been quite a year!

Presented By:
Miriam Kutcher
Vice President Marketing
IDC

Published in: Business
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IMS Presentation_IDC Insights Community Oct 2009

  1. 1. 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.
  2. 2. 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 © 2009 IDC http://idc-insights-community.com Oct-09 2
  3. 3. 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 © 2009 IDC http://idc-insights-community.com Oct-09 3
  4. 4. Buy vs. Build Photo Credit: Flickr/Meremail © 2009 IDC http://idc-insights-community.com Oct-09 4
  5. 5. Rating Potential Vendors As of Sept 2008 © 2009 IDC http://idc-insights-community.com Oct-09 5
  6. 6. Rating Potential Vendors As of Sept 2008 © 2009 IDC http://idc-insights-community.com Oct-09 6
  7. 7. 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
  8. 8. 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 © 2009 IDC http://idc-insights-community.com Oct-09 8
  9. 9. Expanding Our Reach: Guest Blogging, LinkedIn, Newswire © 2009 IDC http://idc-insights-community.com Oct-09 9
  10. 10. Platform Analytics & Reporting © 2009 IDC http://idc-insights-community.com Oct-09 10
  11. 11. Platform Analytics & Reporting © 2009 IDC http://idc-insights-community.com Oct-09 11
  12. 12. Dashboard Metrics © 2009 IDC http://idc-insights-community.com Oct-09 12
  13. 13. Dashboard Metrics © 2009 IDC http://idc-insights-community.com Oct-09 13
  14. 14. Dashboard Metrics © 2009 IDC http://idc-insights-community.com Oct-09 14
  15. 15. Dashboard Metrics © 2009 IDC http://idc-insights-community.com Oct-09 15
  16. 16. Dashboard Metrics © 2009 IDC http://idc-insights-community.com Oct-09 16
  17. 17. 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
  18. 18. 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 © 2009 IDC http://idc-insights-community.com Oct-09 18

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