IT marketing wastes money unless you know what efforts are turning into real business.  Tracking results and measuring profits are essential to IT marketing.

You need to track your responses and track how many of them actually turn into sales.  Your minimum goal should be to see what kind of responses you get from your different marketing strategies. If you have a marketing seminar, for example, how many registrants came from a chamber flyer, a small newspaper ad or through outbound telemarketing efforts?

The Importance of Measuring Response in IT Marketing

IT marketing is important, but how can you track it?

Send respondents to a URL so you can tell how many visited the website.  

Ask directly when you speak to respondents on the phone where they heard about you.

Set up a specific phone number to handle respondent calls.

Use different response vehicles with different marketing techniques.  In other words, postcards could offer a reduced price IT audit and the newspaper ads could present a free seminar.

Real Numbers and IT Marketing

Here’s an example:

You’re mailing 1,000 postcards to 1,000 law offices in your area and offering a seminar, a free report or a free needs analysis.  How many of those 1,000 postcards turned into inquiries?

You may get about a two percent response, which would be great.  So, if you had a 1.7 percent response rate, and of those 17 inquiries one turned into a one-shot deal, you got two business opportunities that added up to $19,500 in the first year.

These results of this IT marketing investment are actually very good, even with list rental, printing and professional copywriting and graphic design services.  For a $500 to $700 initial investment, you got a deal that covered the cost of your mailing and found a huge account.

Added By:  Computer Consulting Kit