Sessions In Detail

• General Sessions
• Market-specific Breakout Sessions
• Intensive Workshops

General Sessions

Breaking into New Frontiers in Online Media – with case studies and customer participation

Featuring case studies with Oracle and CDW, this is an all new session exploring how IT marketers are focusing their strategies for the challenges of a stressed economy with cutting edge new tactics. The presentation will cover several interrelated topics, including; running more efficient co-op programs with channel partners, optimizing your campaign results through proven multivariate testing techniques, and finding the right online media to improve your investements.

Content Strategy for Reality: Matching Content to Your Market, Target, and Prospect Buying Stage – with case studies and audience Q&A

The likelihood of most online lead generation campaigns being successful is determined before they launch – back when the mix of white papers and Webcasts are established and the titles of the assets are determined.

This session will draw on the experience and results of thousands of online campaigns to set the framework for building the right content to generate the best leads. The framework covers:

• Determining which content is right each the stage of the purchase process
• How and where to leverage editorial content
• The tradeoffs of producing content for different buying stages
• Which of the media types can produce the desired type of lead
• Which decision-making stages should be the focus of the marketing investment?

The presentation includes multiple case studies illustrating how each part of the framework fits into the success of your campaign.

Google and TechTarget Present New SEM and SEO Branding Research – followed by Q&A

96% of IT pros use Search frequently during their purchase process. But, what are they looking for?

• How do IT pros research solutions to their business problems?
• Which search query terms do all tech pros use during the process?
• How are brand names perceived in search results?
• What do they hope to gain by completing registration forms?
• Where do mobile search search, video and RSS stand in the research process?

TechTarget and Google have partnered to combine our strengths and explore the impact an online presence has on your brand. We've just completed a new study covering all geographic regions to better understand the online research methods common to IT professionals. In this audience participation session, we will share the data and disuss the findings along with the implications for your online strategies. Apply today and be among the first to see the groundbreaking results.

Wrap-up, Key Take-Aways and Trends

In the closing session, Don will provide his insights on the major trends discussed throughout the general sessions as they related to what we see shaping TechTarget’s future advertising offerings and the success of your online campaigns in 2009 and beyond. He will review:

• Why you should ignore the conventional wisdom on search
• Why TechTarget is re-inventing its approach to email marketing, and why you should too
• What’s driving user engagement -- and what that really means to the success of your online campaigns
  

IT Market-specific Breakout Sessions

Each breakout session includes professional IT buyers for Q&A with the audience, a case study presented by your peers, and the latest market-specific research.

Understanding the Role of the Midmarket CIO in the Decision Team for Strategic Technology Investments

Attend this session to hear from our panel of senior IT decision makers about how the buying process for strategic technologies works in their organizations. Discover how the interaction between CIOs and other members of the buying team is different and how it may change based on changes in the business climate. Through TechTarget advertiser case studies, you will also learn marketing best practices for reaching this influential audience using integrated media plans developed to attract senior managers and their buying teams.

In the first round of our purchase process research, CIO Decisions Media studied how CIOs and senior management influence the IT decision-making process in general, and how different members of the buying team influence different aspects of the buying process. In our second study to better understand the IT buying process, CIO Decisions Media looks at how the buying process works and who influences investment decisions at six midmarket companies for three strategic technology areas:

• Data Center Re-architecture and Virtualization
• Disaster Recovery
• Business Intelligence

Each of these technology categories encompasses potentially strategic investments designed to better align IT and business, one of the core objectives of CIOs and senior IT management. We look at how CIOs and senior management are involved in the buying process for each of these strategic technology categories, how they interact with other members of the buying team and what types of resources they use to inform their decisions.

Reaching Data Management and Business Intelligence Decision Makers Across Market Segments: Understanding and Leveraging Current Trends

Presenter:	Mike Bolduc, Enterprise Applications Media, TechTarget
IT Panelist:	Rob Singer, Director of Customer Intelligence and Relationship Marketing, StubHub
IT Panelist:	Prakash Sathyapalan, Head of Information Management and Delivery, StubHub
Case Study:	SAS Institute

The burgeoning mid-market offers many opportunities for data management and business intelligence vendors, but poses unique challenges for IT marketers. How do you reach the right people at the right time, when organizational structures and decision-making processes are constantly shifting to accommodate rapid growth?

In this session, learn more about how growing companies make decisions about data management and BI technologies:

• Find out what our research has revealed about relevant technology trends at growing organizations.
• Get first-hand insight from StubHub, the popular “fan-to-fan” ticket marketplace, which has experienced rapid growth and many changes, including its acquisition by eBay last year.
• Discover how to effectively reach decision makers at the right time, with the right method and the right message.

Finding, Defending the Right Virtualization Turf for You

Although still expanding, the virtualization market has also become much more segmented and nuanced than it has been in recent years. This session will offer:

• Advanced research – Drawing from the latest virtualization market research, we will show what IT decision-makers purchasing intentions are for server hardware, systems management, virtualization platforms and other categories. We’ll also dive into the types of scenarios for which they are using virtualization, and which segments may be poised for growth
• Real-life lessons – We’ll have case studies and Q&A with active IT marketers in the virtualization space
• Buyer Insight – IT decision-makers will describe how and why they are buying virtualization infrastructure

Through the case study and IT Panelists, learn about the best practices for reaching your target audience and establishing a position for new growth.

Marketing Essentials for Engaging the Elusive Security Buyer

Security buyers have an overwhelming number of options to address IT risks—including hundreds of vendors and thousands of security solutions.

How can you break through the noise to motivate these buyers to consider your offering?

In the first half of this workshop we’ll hear from a panel of senior IT pros about their purchasing process. You’ll discover exactly what gets their attention, and how they rely on various types of media (white papers, magazines, Internet search) to make different decisions. Then, using real-life case studies and practical examples, we'll explore essential marketing practices that can help you hone your message and delivery, as well as improve buyer engagement and consideration.

The State of Enterprise Java Development

This presentation will provide attendees with insights and actionable recommendations on enterprise Java developers, the types of applications they work on, what technologies they use, and who they work for. It will also provide an overview of the developer tools market, with an emphasis on what developers look for in tools and how they evaluate new products. The presentation will include the first public results of recent research conducted by TechTarget into the Java developer and the tools and technology market.

Peter Varhol is Editor in Chief of TheServerSide.com, a large and well-established community of Java developers who have an intimate understanding of building Java applications for mission-critical enterprise use. Previously he has been in product management roles for developer solutions providers.

Attendees of this presentation will:

• Better understand enterprise Java developers and what keeps them up at night
• Obtain details into the Java developer tools market and what Java developers look for in tools choice
• Gain insights into product and technology messages that resonate with enterprise Java developers

Attendees of the panel discussion will:

• Hear directly from developers on what kinds of products and features are important to them in their day to day work
• Better understand how developers make purchasing decisions
  

Marketing within the Current Storage Market Landscape: How to Influence Storage Buyers as they Manage Ever-Growing Capacity Needs

The number one challenge for storage managers continues to be how to keep pace with growing capacity requirements. The explosion of data growth over the last few years has created many new markets and technologies for storage professionals to consider. Understanding how these technologies are driving purchase decisions will arm marketers with the right information on how to effectively influence storage buyers. Following are some key themes from our most recent research to be covered in this breakout session:

• How will the current economic downturn affect capacity growth and storage buying?
• What are the differences and how does the value proposition change based on market size (SMBs vs. Mid-tier companies vs. larger enterprises).
• Backup continues to be a major focus for storage managers—how can you help storage professionals manage their backup environment more efficiently?

Hear form senior IT panelists and gather insight from client case studies.

Intensive Workshops

Each workshop session will cover one of the most critical new media topics in detail and give you specific, practical takeaways to help you run them in your daily work. Our format allows you to roll up your sleeves for a discussion with your peers guided by the online experts.

Online Marketing without Breaking the Bank

This workshop illustrates the media options available to marketing departments with limited resources, including simple SEO techniques, leveraging syndication networks, and integrated online strategies. Learn the most cost-efficient ways to reach, influence and convert prospects into sales leads. Learn how to maximize your content and message investments to generate the best results from your online campaigns. Understand how to reach the IT buyer at the most appropriate stages of the buying process to generate the desired response, and align your marketing strategy with your sales strategy.

Online Media Review with Best Practices and Tips for Proving ROI

Marilou will cover real-world performance results on recent new media offerings and give you the benchmark performance data that we have seen over thousands of campaigns. Marilou will be joined by a group of new media managers to help explore your media options and answer questions. Media covered will include, virtual trade shows, contextual marketing sponsorships, video applications, sponsored blogs and wikis. Based on the actual results of customer campaigns, you will learn practical ways to get the latest and the greatest online media to work for you in proving ROI.

Executing on a Realistic Content Strategy

Your business needs an increased number of higher quality leads, and you know that improved content is critical to generating these leads online. However, you don’t have a big budget or a lot of time so you need to be efficient with your resources.

This workshop leaps past online marketing theory to practical, usable advice through:

• Discussions of the internal barriers to creating the right content and the best ways to move forward
• Illustrations of how to map your business needs against the content needed for a successful go-to-market strategy
• Review of specific white papers subjects and the differences between editorial and vendor–focused content
• A review of the process to set the content framework into practice and demonstrate how it can lead your efforts to integrate a “content strategy” with your “go to market” strategy in a more productive direction.
  

The Channel’s Evolving...But Is Your Marketing Strategy?

Today’s solutions providers are focusing on specific technologies and services to grow their business and be seen as a trusted advisor in “their” field. They require more focused, technical content to understand these technology segments. In fact, learning about new technologies was cited as their biggest challenge – an even bigger challenge than winning new business. This is significant factor that presents an opportunity to marketers. This evolving market dynamic has created a shift in solutions providers’ information requirements that is not being addressed sufficiently.

Attend this session to learn how leading organizations are messaging TechTarget’s channel audiences, and what lead generation programs are most effective. You will also learn what technologies resellers are most frequently reselling today, and what technologies they’re most excited about for future growth. This data will be broken down by security, storage, networking, and systems markets.