A new joint study from Google and Tech Target, examines the search habits of technology professionals when making purchasing decisions. The purpose of the The Google/TechTarget Research Project:

• Reveal the mindset of the IT buyer in context of their purchase process and search mode
• Put marketers in a better position to make keyword buys, choose content to syndicate
• Determine optimal selection and scheduling of content and website media to attract the IT buyer

• Different search terms are used by buyers at various stages of the IT buying process
• There is a concrete relationship between search and branding, as well as lead generation and ROI implications
• Surprises were found regarding buyer utilization of new media including mobile devices, video and RSS feeds
• Information source preferences were established

• 53% of IT purchasers use search to discover vendor solutions they are not previously aware of
• 86% of searchers look for a familiar brand or manufacturer before clicking on a search result
• 67% willing to click on the link of a manufacturer with which they are not familiar
• Over 40% of searchers will click on search ads that are contextual to content on IT Publisher sites, and 46% willing to read those ads.

“We grew our business based on referral business from customers and business associates. We were going gangbusters. But now, a few years later, as we try and grow the company, the referrals aren’t keeping pace with our strategic goals.” 

This is a familiar story for growing small- and mid-sized businesses. It is especially familiar among business-to-government (B2G) companies. Does it have a ring of truth to you? If you fall into this camp, you may be among the many companies that have used referrals very successfully. You may have even been resistant to deploying marketing programs.

“We have grown and evolved a successful business without a concerted marketing engine,” you protest. “We’ve invested in sales, strategic alliances and relationships. We’ve developed repeat business in key government agencies or businesses and gotten significant referral business.”

This sound methodology has gotten you where you are today. No one can argue with the results of these business development strategies. But, consider this: Just because you didn’t need a coordinated marketing effort in the past doesn’t mean you don’t need it now.

Even companies with the best referrals eventually reach a point where they can’t continue to grow the company strategically. What now? This is where targeted strategic marketing comes into play. If your organization has reached this point, ask yourself what marketing programs you should be leveraging to raise your profile with your target audience.

Or, if you think you could be getting more referrals from trusted customers and partners, read:

Increase quality referrals

3 ways to get qualified referrals

3 more ways to get quality referrals

When costs are cut, executives look for ways to streamline marketing costs. If you’re reading this blog, we probably don’t need to state the case to you that webinars, or web seminars, are less expensive than events. The latter includes hotel rental, food and beverage, AV, etc. etc. And certainly, webinars are far less costly than a multi-city road show. 

Your company has won an award. Now what? Under-utilized by many companies, I contend, awards can be a powerful source of credibility. They should also be an element of most PR programs. But too often they exist in a vacuum. The award is won. The photo is taken at the ceremony. The plaque is hung on the wall. So what does that get you? Besides a campy photo and an award, not a whole lot.

How much information should we require an individual submit to when they download white papers, view demos, etc? Should we require any data at all? We get these questions a lot. While there are some considerations, there is a clear yes or no answer to this question.  

We’re all getting ready to close the book on 2008 and many of us are looking optimistically to 2009. At least I hope you’re putting your game face on getting ready to take on the world.

Q2 is looking back affectionately on a terrific 2008. If you had any part to play in helping us achieve this milestone year, our most sincere thank you! We provided web strategy and development, public relations, advertising, tradeshow strategy and support, collateral development, strategic messaging, branding and more to many new and returning clients. We’ve proudly gained a record number of new clients and, even more proudly, continue to serve the needs of many returning software and services businesses. 

Below are some observations and trends from 2008 that we hope will help you get a jumpstart on a successful new year. These range from analyst findings to our feet-on-the street observations.

Federal sector stays strong

Many of Q2’s clients, friends and business associates provide services to the federal government. If these individuals are fearful of a slumping economy or a change in administration, they aren’t letting on. These tend to be a tough and resilient group of people anyway, determined to be successful no matter what.

Still gold in the IT hills

The tech industry will still grow, with the exception of hardware, according to the latest from Forrester.

Good business principles still in style

Companies with business models that were not entirely viable before the economic slowdown are struggling with traction, funding, etc. Many companies with great ideas, service, delivery, savvy and sound principles are well positioned to win. An oversimplification perhaps, but sometimes life is simple.

Many business owners and marketing executives are wisely looking for a flat 2009 versus focusing on growing the business. However, we talk with companies, many selling to the public sector that are hiring and growing. There are healthy organizations out there.

D.C. Tech sector strong

The Washington, D.C. area is still a burgeoning region in the tech sector, just ask the Inc. 500.

SEM and direct marketing are the spending trend winners

Direct marketing spending predictions are hot.

Search marketing is already a proven winner. Chances are it’s usurped some of your marketing budget.  

So what can I do?

Here is some of Q2 Marketing’s uncommon sense wisdom for a down economy. It’s timeless.

Come back frequently for our tech marketing New Year’s resolutions and more practical insight.

Forrester Research has released the US IT Market Outlook: Q4 2008. They remain optimistic–or at least not pessimistic–in foreseeing the near future. Forrester doesn’t see the 15% to 20% decline from the 2001 to 2002 tech downturn.

Forrester believes the recession will last into mid-2009 and anticipates declines in real GDP of up to 3.6% per quarter. So purchases of IT goods and services from US business and government will drop from 4.1% growth in 2008 to 1.6% in 2009.

Some other key findings related to industry growth:

• Data from Q3 2008 indicated US revenues of large vendors down by 2%.
• Continued declines are anticipated for computer equipment purchases in Q4 2008 and the first half of 2009.
• Little or no growth is anticipated in communications equipment and IT services.
• Software growth will slow to as little as 2% in coming quarters.

Table of contents:

The US Recession Is A Reality, With Tech Purchases Slowing Sharply

The Causes Of The Recession And Recovery, With Industry Winners And Losers

Q3 2008 IT Purchases Data Shows Tech Winners And Losers So Far

Recommendations:

Recession Is Here, Don’t Panic; Except Hardware, Growth Will Slow, Not End