B-to-b media veteran Steve Weitzner is CEO of Ziff Davis Enterprise, whose brands include eWeek.com and WebBuyersGuide.com. The company recently joined forces with search engine company JAZD to create TechDirect, an online directory for global enterprise IT buyers. The new directory is scheduled for beta launch in October.
How will TechDirect enhance the company's sales and marketing efforts?
Weitzner: It's two-pronged: TechDirect enhances our customers' marketing efforts by allowing them to list and describe every product in one place, where users are sure to see it. It also fills out our product line. There is quite a large list of smaller customers with which we have not yet done business. The directory offers us a new entry level and a new sales channel to reach those marketers.
MB: What's the marketing benefit to Ziff Davis Enterprise?
Weitzner: It complements all the other content we're delivering to our audience. Having a partner allows us to expand our content universe into a lot of nitty-gritty data without having to deploy resources we'd rather apply to thought leadership programs.
How do you plan to integrate other content from Ziff Davis Enterprise into TechDirect?
Weitzner: The directory will be extensively linked to all our products—Web, digital events and print. Registered users will move among our products, and our related content engine will expose links in real time. —M.S.