Bill Crowley, VP, Group Publisher, Data Center Media, TechTarget, ran this lively discussion on producing good online content for IT professionals.

Get your head around the prospect

The Heath brothers call it the curse of knowledge. Whatever way you frame it, there is always a problem when an expert tries to communicate to a novice… empathy towards the uninitiated is hard to maintain.  This is particularly true of documents produced for IT prospects: the audience may…

Ouch. I’m sure most of the Java developers I know would cringe at the headline to this post. Inflammatory or not, I think this is the crux of trying to entice this clever, often commerce-averse brood. There is often a huge cultural chasm between heads of marketing departments (who, let’s face it, as marketing operations guys we’re always trying to impress) and your average enterprise Java developer (who is often tasked with evaluating different vendors).…

This session focussing on online content at the TechTarget Online ROI Summit was presented by Bill Crowley, VP, Group Publisher, Data Center Media, TechTarget.

The core of this presentation: most technical buyers information needs change over the buying process. What is the buying process? The old AID(A) model is useful as a starting point here. To recap:

• Awareness: when buyers needs to figure out what the industry is and how it relates to them
• Interest: really…

I was fortunate enough to attend the TechTarget Online ROI summit in San Francisco recently. I can definitely recommend this event as one of the best places to meet like-minded individuals if you happen to work in tech marketing.

ROMO: your flexible friend
In the opening presentation, TechTarget’s Marilou Barsam, SVP of Client Consulting and Corporate Marketing highlighted what she sees as the big changes in online marketing to IT professionals. She brought up the interesting…