A Template for Marketing IT to the Business

Many IT organizations are just beginning the journey toward more effectively marketing IT to their business constituents. But what is the right step-by-step approach to use to jump-start their efforts? This document examines and synthesizes Forrester’s research and examples of IT marketing and communications, and recommends the steps and categories of information that should be incorporated into a template for each step.

Step 1: Make marketing someone’s job.
Step 2: Articulate your value proposition.
Step 3: Identify and prioritize the audiences for IT marketing.
Step 4: Select a specific pilot campaign to target a problem area.
Step 5: Brainstorm all the feasible channels for the campaign.
Step 6: Craft the material for this campaign.
Step 7: Identify the campaign champion(s) for the targeted audience.
Step 8: Run the campaign using all the feasible channels.
Step 9: Review the campaign and assess what works.