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Toolbox.com12 Years of Connecting Marketers with the IT Community
2010 Toolbox for IT Media Kita division of the Corporate Executive Board
2a division of the Corporate Executive Board
Table of Contents
Who is Toolbox.com?
Marketplace Positioning
Marketplace Trends
Online Communities Encourage Vendor Participation
Why Toolbox for IT Works for Advertising Partners
Network Activity and Community Highlights
Community Demographics
Lead Generation Programs
White Paper Programs, Webcast Promotions
Display Advertisements
Leaderboard and Box Units, Half-Page Ads, Roadblocks, Sponsored Text Links
Engagement Program
Company Profiles
E-mail Sponsorships
List Rentals, Newsletter Sponsorships, Dedicated E-mail Blasts
Partial Toolbox.com Client List
Contact Us
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Who is Toolbox.com?
?
VALUE OF COMMUNITY
Evaluate vendors and products
Stay current
Make better decisions
Solve problems faster
Manage careers
Toolbox for IT Community – Popular Topics
Note: Toolbox.com was acquired by the Corporate Executive Board (CEB) on August 1, 2007. CEB is a leading provider of best practices research and analysis focusing on corporate strategy, operations, and general management issues.
Wireless NetworkingSecurity C Languages
CRM Data Warehouse PeopleSoftLinux
ERP SAP Oracle Web DesignVisual Basic
Siebel Knowledge Management SCM.NET
Green IT ConnectivityEAI Digital Communication
SOA SQL Business IntelligenceMicrosoft
Project Management VirtualizationFirewalls
DatabaseWindows Cloud ComputingIBMOOP
CIOData ManagementEDI Operating Systems
VoIP StorageEmerging Technologies UNIX WAP
Servers Hardware JavaOpen SourceSAN
Toolbox.com helps professionals do their jobs better by enabling them to easily share knowledge with experienced peers. The community includes professional networking, blogs, discussion groups, wikis, and company directories that allow peers to collaborate.
Data Center SaaSContent ManagementInfor
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Marketplace Positioning
User
-Gen
erat
edEd
itoria
l
Consumer Business
• Content is carefully vetted, broad appeal• 1-way conversations from experts to readers• News, consumer interests, and trends
• Content is carefully vetted, broad appeal• 1-way conversations from experts to readers• News, case studies, best practices
• Content is communication, specific appeal• 2-way conversations between peers• Personal experiences, best practices
• Content is communication, specific appeal• 2-way conversations between friends• Personal experiences, socially driven
Toolbox.com is uniquely positioned in the marketplace, providing professionals with a platform to connect with their peers for experience-based solutions. Through social media marketing channels at Toolbox.com, marketers seeking to reach buyers and influencers become a valuable part of the conversations that drive decision making.
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Marketplace Trends
Forrester Research reports that US marketers are projected to increase social media marketing spend by 34% CAGR from $716 million in 2009 to $3.1 billion in 2014. This growth in spending represents the largest increase among the interactive marketing vehicles included in the forecast.
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Online Communities Encourage Vendor Participation
Source: Toolbox.com/PJA IT Social Media Index, Wave IV
Online communities are the ideal platform for you to engage with your customers and prospects. As the survey results below indicate, more than 76% of professionals believe it is important that vendors listen to their audience and participate in the conversation.
Which of the following statements best reflects your attitude about vendor participation in online communities?
0 10 20 30 40 50
I would not want to be a part of a community that had vendor participation
I am skeptical about vendor engagement in online communities
It is important, but not essential, that vendors listen to their audience and engage in conversation
Vendors must have a presence in online communities
34.74%
42.03%
19.69%
3.54%
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Why Toolbox for IT Works for Advertising Partners
TOP BENEFITS OF ADVERTISING WITH TOOLBOX FOR IT
Target desired audiences through push marketing
Build brand awareness with IT buyers and influencers
Become part of the conversation with customers and prospects
Connect with qualified buyers to achieve lead generation goals
Achieve a high ROI for campaigns through pull marketing
Leverage unique opportunities to achieve advertising goals
The Toolbox for IT community is the leading destination for marketers looking to engage customers and prospects who are actively seeking solutions to workplace challenges. With over 2,000 pages of user-generated content created daily, marketers can hyper-target their message at a granular level, enabling them to reach professionals as they research, discuss, and influence purchasing decisions.
Through Toolbox for IT, marketers can achieve their goals by connecting with their desired audience and establishing an active voice in the community.
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Network Activity and Community Highlights
NETWORK ACTIVITY
Monthly Unique Users 3.3 MillionMonthly User Sessions 4.6 MillionMonthly Page Views 11.3 Million
COMMUNITY HIGHLIGHTS
Registered Members 1.9 MillionBlog Authors 650Discussion Groups 700Company Profiles 750Pages of User-Generated Content 2.7 Million
Note: The Toolbox for IT community has expanded to include over 1.9 million registered members in 2010. Member and advertiser activity and engagement are reaching new heights. On a monthly basis, the community is generating more than 29,000 discussion group posts, 2,500 blog posts and comments, and 7,200 company connections.
Toolbox for IT Registered Members
Q2 20101,932
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Community Demographics
GEOGRAPHIC LOCATION
0%
10%
20%
30%
40%
50%
Rest of the WorldAsiaEuropeNorth America
43.50%
25.68%23.69%
7.13%
DEMOGRAPHICS
Decision Makers
Recommend and Specify Products and Vendors
25.93%
65.83%
Small- Less than 100
Medium- 100 to 999
Large- More than 1,000
24.29%
45.15%30.56%
PURCHASING INFLUENCE BY ROLE
COMPANY SIZE
More detailed demographics are available upon request.
Through the Toolbox for IT registration process, users provide rich demographic information to receive the full benefit of the community. Required demographic fields include areas of interest, company size, industry, job role, and geographic location.
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Toolbox.com Lead Generation Programs allow you to secure high-quality leads that shorten sales cycles and help grow revenue. By leveraging the cost-per-lead model, you will achieve a solid ROI while collecting valuable lead information on potential clients.
To ensure your lead campaigns are reaching the right professionals, Toolbox.com will employ its proprietary contextual matching engine. Through contextual matching, keywords in your assets are matched with relevant content generated by the IT community throughout the network.
Lead Generation Programs
Sample Contextual MatchWHITE PAPER PROGRAMS
Reach IT decision makers and influencers » while they are researching market solutions
Generate high-quality leads »
Brand your company as a market leader »
Contextually matched
white papers
User-generated content
WEBCAST PROMOTIONS
Reach your target audience directly on their » desktop
Deliver your message through a content-rich » experience
Secure the right leads to achieve your » marketing goals(Ask about our new comprehensive, turnkey Webcast Development and Promotion Package)
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Toolbox.com Display Advertisements will help create awareness for your brand with relevant IT decision makers and influencers during key research and purchasing cycles. With the option to choose from several high-impact ad units, you can customize your campaign to achieve maximum brand exposure and a solid ROI.
Display Advertisements
LEADERBOARD AND BOX UNITS
Display your ads in highly trafficked areas » throughout the network
Gain maximum brand value by having your » ad prominently placed above the fold
Note: The Toolbox for IT community now hosts over 2.7 million pages of user-generated content, allowing you to reach your customers and prospects with a hyper-targeted message.
Sample Leaderboard and Box Units
YOUR BRAND HERE
YOUR BRAND HERE
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ROADBLOCKS
Create an engaging, high-profile campaign » that includes exclusive ownership of key niche areas in the Toolbox for IT community
Utilize all three units (leaderboard, box, » and half-page ad) to maximize message impact
Establish leadership over competing brands »
Display Advertisements
Sample Roadblock
YOUR BRAND HERE
YOUR BRAND HERE
YOUR BRAND HERE
SPONSORED TEXT LINKS
Capture millions of impressions and » thousands of clicks from qualified buyers who are researching and discussing IT purchases
Leverage existing assets and product pages » to inform customers and prospects about services and solutions
HALF-PAGE ADS
Leverage these large-format units to build a » strong presence for your brand
Utilize rich-media and Flash capabilities to » allow animation and other advanced features
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Engagement Program
COMPANY PROFILES
Reach your target audiences in a niche » community relevant to your products and services
Generate leads from community members »
Nurture these leads through structured tools » for engagement
Create a feedback channel to communicate » with community members as they seek purchasing advice, technical support, and market trend information
The Toolbox.com Engagement Program helps you to establish a presence in social media and capitalize on that presence by connecting and communicating with the right audiences. This program provides a structured, step-by-step method for developing relationships with desired audiences and gives you the tools to nurture leads further down the sales funnel.
The cornerstone of this program is your Company Profile, which serves as your engagement vehicle within niche IT communities. Your Company Profile will help you reach professionals in these communities as they connect with their peers to learn about solutions and research purchases.
Sample Company Profile
Community conversation about the company and
products
White papers, documents, and other research
from the vendor
Connections with interested
community members
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E-mail Sponsorships
Toolbox.com E-mail Sponsorships allow you to reach IT and business professionals through several targeted vehicles. With more than 700 active discussion groups, 50 IT-segment-specific newsletters, and one of the industry’s top performing list rental files, Toolbox.com can help you identify the right e-mail marketing opportunity to reach your desired audience and achieve your advertising goals.
LIST RENTALS
Leverage a file of more than 1.2 million » IT buyers and influencers
Reach a highly responsive audience of » professionals that have purchasing authority or influence within their organization
Target your campaign by run-of-network or » against multiple selects
Deliver your marketing message through » HTML or text-based format
Partial List of Selects*
* Available user selects also include SIC code, annual revenue, and area of interest
Business/Industry1. Banking/Finance2. Data Processing Services3. Education4. Engineering5. Government6. Healthcare7. Manufacturing/Process8. Media/Entertainment9. Research/Development10. and more...
Job Role1. Business Manager2. Business Professional3. Executive Manager4. Independent Contractor5. IT Manager6. IT Professional7. IT Professional- Development8. IT Recruiter9. Tech Support10. and more...
Job Title1. Network Administrator2. Software Developer3. System Analyst4. Web Developer
Company Size1. Large- More than 1,0002. Medium- 100 to 9993. Small- Less than 100
Geographic Location1. United States2. Australia3. Canada4. China5. France6. Germany7. India8. Netherlands9. United Kingdom10. and more...
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E-mail Sponsorships
NEWSLETTER SPONSORSHIPS
Keep your brand top-of-mind with » professionals researching, discussing, and influencing purchasing decisions
Package your marketing message with » user-generated content from the IT community
Receive high visibility at the top of each » newsletter in selected bundles
DEDICATED E-MAIL BLASTS
Promote your products and services to » IT professionals as they research and evaluate IT purchases
Create awareness for your brand by reaching » targeted segments of technology
Deliver marketing messages to your target » audiences quickly
Sample Newsletter Sponsorship
Sponsorship message
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Partial Toolbox.com Client List
Since 1998, Toolbox.com has helped more than 800 advertising partners achieve their goals by connecting them with their desired audience and providing them with an active voice in the IT community. Please find below a partial list of companies that have benefited from marketing solutions at Toolbox.com.
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Contact Us
ADVERTISING TEAM
SAN FRANCISCO OFFICE
580 California Street FL 4, San Francisco, CA 94104-1025
SCOTTSDALE OFFICE
4343 N. Scottsdale Road, Suite 280Scottsdale, AZ 85251
WEST CHESTER OFFICE
1060 Andrew Drive, Suite 120West Chester, PA 19380
For more information, or to learn how Toolbox.com can help you achieve your online marketing goals, please contact us through one of the options listed below.