At Forrester’s recent Marketing Forum in San Francisco, it was my pleasure to introduce Deborah Conrad, Intel VP and CMO, ahead of her keynote. Deborah shared her experiences about transforming the 20-year-old PC-oriented Intel “Inside” brand into the Intel “Every-Ware” brand, which is relevant in a world with a proliferation of devices and consumers of technology.
As I listened to her keynote before joining her back onstage for Q/A, she shared many great examples, stories, and lessons. However, three important insights left a lasting impression in my mind and are relevant for all technology marketers, regardless of company size, technology category, or marketing budget.
1. It’s about the experience. Intel realized that it was no longer about what the chip does but about the experience it creates for the user. This is an important lesson for all technology marketers, who, as a collective industry, have historically marketed technology innovation or the latest and greatest features and functions, not the experience generated by the technology or solution. We can borrow a page from our colleagues in B2C marketing — such as BMW marketing “The Ultimate Driving Machine” and the experience associated with it, not marketing horsepower, torque, and braking distances.
I'm excited to introduce a new way for marketers and product managers to get answers to their most pressing issues and challenges. Forrester has launched an online community for technology marketers and product managers as the premier destination for leaders to exchange ideas, opinions, and real-world solutions with each other. Forrester analysts will also be part of the community, helping facilitate the discussions and sharing their views.
The community is open to all technology marketers and product managers.
Here’s what you’ll find:
A simple platform on which you can pose your questions and get advice from peers who face the same business or technology challenges.
Insight from our analysts, who weigh in frequently on the issues and point to relevant research.
Fresh perspective from peers, who share their real-world success stories, best practices, and templates.
Content on the latest technologies and trends affecting your business — from Forrester and other thought leaders.
I encourage you to become part of the community:
Ask a question about a business or technology problem.
Start a discussion on an emerging trend that’s having an impact on your work.
Contribute to an existing discussion thread from a community member.
Share templates with your peers for common artifacts like social media guidelines or campaign outlines.
Suggest topics for upcoming Forrester research reports.
Last week at Forrester’s Marketing Forum, I had the pleasure of sitting three rows back from a panel discussion comprised of a who’s who of B2B marketing executives: Chris Bradshaw, Senior Vice President and Chief Marketing Officer, Autodesk; James K. Cornell, Senior Vice President and Chief Marketing Officer, Prudential Retirement; Deborah Nelson, Senior Vice President of Marketing, Enterprise Business, Hewlett-Packard; Marjorie Tenzer, Vice President, Marketing & Communications, IBM Americas, IBM. The panel was moderated by Forrester’s own Peter Burris, Principal Analyst and Research Director.
Here’s 45 minutes of discussion distilled into four key takeaways: