10 most popular stories from 2009

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From Cisco's 'Thrive' campaign to Building24, these were the most popular stories featured in the Inside Technology Marketing newsletter.

Cisco builds ‘Thrive' site campaign in eight weeks
Last fall, Cisco Systems' salespeople began reporting how customers were struggling in the difficult U.S. economy. In response, Cisco's marketing team rapidly created a program designed to speak to practical issues and solutions rather than lofty business ideals.

Cisco's marketing chief sits down with ITM
Marilyn Mersereau, senior VP-corporate marketing at Cisco Systems, recently spoke with Inside Technology Marketing about the changing role of sales and marketing within the technology company and previewed some of its 2009 initiatives. This January, Mersereau successfully led Cisco’s launch of “5 to Thrive,” a campaign that aims to help clients navigate the difficult economy.

Carter on IBM's social media push
Sandy Carter, VP-IBM Software Group Channels, recently spoke to ITM about social media and how it fits into the company's overall marketing strategy. Formerly the VP-SOA and WebSphere Strategy, Channels and Marketing, Carter continues to help IBM set and maintain its social media presence. Along with her own blog on the topic, she is the author of “The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market” (IBM Press, 2008).

What is building43—and should you want one?
If social media is about starting conversations, why not hire the best conversation starter you can find?

Pursuing government tech spending in 2009
This year, technology sales as a whole may be flat—CIOs plan increases of just 0.16%, according to a recent survey by Gartner Executive Programs.

EMC's ‘uber-integration' database marketing
Storage vendor EMC Corp. has 3 million leads in its database. While that’s an impressive number, it can be a burden—especially because that database contains leads from several companies EMC acquired.

Novell 'hashes' out new campaign
One of the challenges of social media marketing is that it really shouldn't look like marketing at all.

SAP cultivates customer communities
As the software industry has consolidated and diversified, successful companies have increasingly been those that build an ecosystem of customers and partners who support each other and share customized programs.

Community marketing with an offbeat twist
Marti Konstant's years in technology marketing have made one thing abundantly clear to her: Engineers aren't like the rest of us.

Why Phoenix Integration outsourced its marketing
Phoenix Integration, a maker of process integration and design optimization software, is realizing efficiencies in the down economy by outsourcing almost its entire marketing function.

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