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Sales & Marketing Roundtable: Capturing New Customers
with a Targeted Content Marketing Strategy
Thursday, November 18, 8:00 - 10:00 AM
IBM, Solution Partnership Center
404N Wyman Street, Waltham
For directions, please visit www.developer.ibm.com/en_US/spc/waltham_text.html
Registration and breakfast begin at 7:45 AM. The charge for this program is $40 for Members and $50 for Non-Members who pre-register; $50 for Members and $60 for Non-Members who register at the door.
Join moderator and sales & marketing veteran Mike Kinkead, Mass Software Council Trustee, for a lively discussion about using content as a marketing tool.
Software and services marketing professionals routinely rate content-driven activities, such as corporate Web sites, Web casts and white papers, as the most effective lead generation tools. Yet, as a proportion of the typical marketing budget, the combined total spent on these activities is usually less than 25%. Instead, software and services marketers often allocate that very amount, 25%, to the least effective lead generation tools. In other words, they're spending far too little on what works and far too much on what doesn't.
This paradox, short money being allocated to the most effective tools, is largely explained by the lack of a content strategy within most software and services marketing organizations. A content strategy puts the focus on the message and calls for explicit budget line items for content development. In contrast, many software companies do not allocate a discrete budget for content because they are pursuing, either explicitly or implicitly, a "delivery vehicle marketing strategy" and letting the choice of the medium (such as Web cast, space advertising, or seminars) drive the budgeting and, by extension, the marketing program.
Effective content marketing requires the segmentation of the customer and prospect base into distinct audiences defined by their stage in the buying cycle and their role in the buying decision. Our topic speaker, Jay Habegger, Founder and CEO of Bitpipe, Inc., will provide concrete examples of how to perform this segmentation, how to build a Content Matrix to implement an effective content-centric marketing strategy, how to deploy content, and then how to use the Content Matrix to nurture participants in the enterprise buying cycle into your best leads. In his presentation, Jay will also explain the role Bitpipe takes in this process, marketing content on Bitpipe.com and the Bitpipe Network to reach active buyers in prime purchase mode.
In the second hour of the November Roundtable, we will then use the methodology described by Jay and the experience of the Roundtable participants to help Mark Delfeld, Senior Solutions Marketing Manager, implement this approach for Centra, a Massachusetts software company providing real-time collaboration, content creation and knowledge delivery to help increase productivity and reduce operational costs across the enterprise.
The two highly qualified, experienced professionals joining us for the Roundtable include:
Jay Habegger, Founder and CEO of Bitpipe, Inc.
Headquartered in Boston, Bitpipe provides sales lead generation services by distributing content from over 3,500 leading information technology (IT) vendors via www.bitpipe.com and the Bitpipe Network of more than 80 partner sites. Founded in 1998, Bitpipe indexes and syndicates information from more than 90 top technology analyst firms via its Analyst Direct service and Analyst Views website.
Prior to founding Bitpipe, Jay was a Vice President of Information Systems with State Street Global Advisors (SSgA), the world's largest institutional asset manager. Jay served as Vice President of Electronic Publishing at International Thomson Publishing, a division of The Thomson Corporation, the $7.6 billion global provider of integrated information solutions to business and professional customers. At Thomson, he designed and implemented Internet systems and information publishing. Jay holds Bachelor of Arts (BA) and Masters of Science (MS) degrees from the University of Colorado at Boulder.
Mark Delfeld, Senior Solutions Marketing Manager at Centra
At Centra, Mark is responsible for charting marketing and product development strategy for key solution areas. He serves as a liaison between Centra and its customers and prospects to ensure that Centra's products and services are developed and positioned to solve critical business needs in such solution areas as sales effectiveness, collaborative learning, application rollout and customer acquisition. Mark has 15 years of experience in the software application industry, working for firms such as PeopleSoft, edocs and Softrax. He has earned degrees in economics and finance, respectively, from Columbia College, Columbia University and the University of Wisconsin Business School.
This is the last in a series of Sales & Marketing Roundtables for 2004. Please come prepared to raise issues and contribute your insights as Jay discusses a leading-edge approach to effective content marketing and as we apply this methodology and our own experiences to the Centra case.