The downturn is turning out to be a double whammy for tech marketers. Budget cuts and a significant drop in the effectiveness of tried-and-true tools — like tradeshows — make calls to reach wider audiences through traditional marketing activities problematic. On the other hand, current requirements — the drive to do more with less — have created the (almost) perfect storm for social media. New social trends and tools provide new opportunities for technology marketers. The challenge is how to use them effectively.
Innovative tech marketers are reaching their audiences virtually — through virtual events. Virtual events are not the same as virtual worlds; and they are not Web conferencing. Virtual events are a rich, interactive and multifaceted marketing tool — as complex (and daunting) as they are valuable. Fortunately, new virtual events platforms can help tech marketers reach new audiences effectively — if the events are done right.
This teleconference discusses trends in the effectiveness of events and the increasing use of virtual events on the part of technology B2B marketers, as well as the role that these new tools play in informing buyers' purchasing decisions.
The discussion also includes best practices and recommendations about the best way to plan and run a virtual event, including time tables, major milestones, and with specific focus on the way best to reach a global audience with specific target markets.
- The state of the B2B marketing mix: tools that are in and tools that are out
- Virtual event platforms today: what they are and aren't
- Best practices: how to reap the real advantages of going global
- Tips and tricks for best extending the virtual audience to ensure real global success
Vendors mentioned: CA, Citrix Systems, Digitell, Forterra Systems, George P. Johnson, IBM, iCohere, IMASTE, InXpo, Linden Labs (Second Life), ON24, Planview, Quest Software, Sun Microsystems, and Unisfair