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There are two ways to look at MDF: a “tool” for schmoozing prospects or an investment in the future of your company. I may seem a bit biased in how I positioned this, but it’s for a good reason. The difference really is that vast. Yet, despite the chasm between entertainment and strategic investment, a lot of IT solution providers still don’t use their MDF as effectively as they could.

It’s natural to see why IT solution provider sales reps would gravitate toward entertainment. Obviously, it’s fun for them, too, but this isn’t the full reason. Rather, it puts the rep in his comfort zone. Sales professionals are comfortable dealing with people in relaxing environments. It’s easy to form a personal connection and cultivate a relationship that can last a while.

Unfortunately, it doesn’t always work that way.

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To say the IT industry is flooded with event-like marketing activities is an understatement. Yet, I can’t remember a single case where a marketing or sales professional from an IT manufacturer or solution provider told me that these events were critical to business growth. They keep doing it anyway, though, and the leads just aren’t following.

So, why does the IT sector still use all these events for marketing? That’s easy: it’s what they’ve always done. For some companies, there’s a shortage of marketing resources and experience, which makes it hard to do anything that hasn’t been done before. For others, it’s a way to spend MDF, which often becomes an end in itself.

The problem isn’t with marketing events: they can be very effective. Rather, IT solution providers need to figure out how to turn them into lead generation activities. Here are three ways you can make your IT marketing events more compelling (and productive):

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Look for more IT companies to invest in social media marketing in 2010. According to a new study by MarketingSherpa, which tracks the space, 55 percent of computer hardware and software companies will be increasing their social media marketing budgets. Only 5 percent are planning reductions.

What does this mean for channel partners?

1. You need to get social – fast: your IT manufacturing partners are clearly headed in this direction. For you to take advantage of some of their brand value, you’ll need to be engaged in social media and in sync with your suppliers.

2. MDF takes on a new meaning: think about new ways in which marketing dollars can be invested. If you’re making a case to a manufacturer, it helps if you’re aligned with its priorities.

3. It’s time to get a plan together: just setting up a Twitter account and a blog won’t get you far. Social media marketing is only effective when the pieces are part of a greater whole … which is designed to maximize impact.

[Via MarketingSherpa]

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