There is a big difference in marketing to marketers and marketing to IT professionals. I am day 5 in my new role at Vormetric and can firmly attest that my love for marketing to the IT professional is truly still alive and well. I suppose after being born and raised in Silicon Valley the tech industry eventually just becomes part of your DNA whether you are an engineer, admininstrative assistant or marketing professional. Today I found myself discussing technology stacks that include appliances and software agents sitting just aboute file systems on Oracle and Microsoft databases. So this made me think, what are some of the more interesting ways to market and tell this story for the c-suite?
Well, I’ve found a few videos on YouTube that are particularly interesting, and I’m keen to see what you think as well. The first one was developed by IBM as part of the Smarter Planet Campaign. It’s all about Cloud Computing – business transformation in the cloud. I think its fun and gets the point accross leveraging customer success and real world examples. The other interesting enterprise “commercial” on YouTube was developed by Symantec - Get Cloud Security. This video discusses how Symantec delivers security and management solutions for and from the cloud.
I’m not sure if these are effective, but they are probably campy enough to entice a Network Security Manager or CISO to watch them. But are they worth the investment? Well, for Symantic, who posted their video on Jun 7, 2011, they have seen 152,171 views as of today. I’m thinking with this amount of viewership over seven months, a link strategy from YouTube, and an extremely crisp landing page, they definitely know:
- How many click throughs
- How many leads
- Sales pipeline
- Sales revenue
I wish I had their marketing return on investment (romi) to share, but maybe someone has a parallel story to tell to help us know if this was worth the $$$$.
