cadenceblog

Top 10 Strategic Technologies for 2008

As an IT B2B Marketer, you can't ignore the trends in IT. I heard a comment last week about Gartner releasing a report of the top 10 technologies for 2008. Right away 4-5 trends came to mind, Service-oriented Architecture (SOA) being one of them.  I found this interesting article today about  SOA from IT Business Edge, describing whether SOA was idea, an ideal, or a trend.

That prompted me to finally have a look  at the list - Gartner Identifies the Top 10 Strategic Technologies for 2008. The findings were released at the Gartner Symposium/ITexpo in Orlando, Oct 7-12, 2007.

If you haven't seen it yet, just for fun write your own list and see how many you get right. It won't necessarily tell you how smart you are...just how good you are at following the trends in the industry. The being smart part will be figuring out what trends will turn into real demand and whether you have a play in the market.

Embracing Web 2.0 - Sun Microsystems

I've been looking for an IT B2B company that has really embraced and found success using web 2.0. This podcast really resonated with me - The B2B Marketing Podcast » B2B003 - Ingrid Van Den Hoogen, SVP, Sun Microsystems. I knew about Sun's employee blogging, but I learned about other initiatives such as Second Life.

Here is an image of Sun's Pavilion in Second Life - view larger images at www.b2bmarketingpodcast.com.  Ingrid also mentions how Jonathan's Schwartz's blog is one of the top CEO blogs. Another interesting point mentioned in this podcast, is how Sun Microsystems has changed their brand from high end server to a real systems company.

Also, I posted previously about a keynote presentation from David Suzuki and since then, I've been more aware of corporate eco-responsibility. This podcast talks about the UltraSPARC T1 Processor which uses less energy and benefits the customer in energy and cooling cost savings. It seems like a win-win situation for the customer and the environment.

This is one of the best podcasts I have heard lately.

 

An expected B2B presenter - David Suzuki

I had been greatly anticipating the CMA B2B Conference 2007. It was my first time attending this conference and I thought I’d come back with fresh new ideas and perspectives. Either my expectation was off, or something was amiss. I spoke to a few other attendees during lunch and our comments were:  learned nothing new, no practical information, failed to engage or inspire, irrelevant content, and felt like we were being sold to.

So was it a big miss? Well almost -- there was an unexpected surprise. It was the keynote speech (which ironically didn't seem to have relevance to B2B) by David Suzuki, who is an award-winning scientist, environmentalist and broadcaster. I was excited to see him, mainly because I remember him from my childhood days when I used to watch “The Nature of Things”. He is currently on a cross Canada tour, and spoke to us about the environmental crisis. An issue that as of late I have been putting aside, thinking that it is a big unsolvable global problem that even if I did do something about, would be too small to make a difference.  It was a mind blowing presentation and here’s why:

1. He told us an incredible story
2. In terms we could understand (if the world were a basketball, then the biosphere would be like  a thin sheet of plastic wrap)
3. He evoked emotion and thought
4. He backed up his story with interesting facts
5. His passion was undeniable and authentic
6. He inspired us to learn more and act

By the end of the speech, people were lining up to buy one of his books and get it autographed. A lot of people were eager to sign up for the Nature Challenge which are a few changes we can make in our daily life to make a difference.

So while I didn’t come back with new B2B strategies, it didn’t seem to matter…because I walked away with something completely different and unexpected, and moving. I also have a new book to read, and I've signed up for the Nature Challenge.

In terms of B2B,  think about the above 6 things in terms of your communications or events (I know I will).  If I had to name a 7^th, it would be relevance.  After the conference, I  came across an article , that explained the relevance between B2B and David Suzuki. I am a little more aware and "greener" than when I woke up this morning, and it turns out that I got the fresh perspective I was looking for after all.