How IBM is Harnessing the “Voice of the Crowd” in its Marketing

Steve Norall - January 19, 2011

Steve Kenniston, Global Storage Efficiency Evangelist at IBM, takes a few moments to explain why IBM chose TechValidate and how they use TechValidate to capture more customer voices and validate their marketing claims more efficiently.

Excerpts from Steve’s interview:

“TechValidate provides you a tool that allows you to go out and reach out to those customers and ask very specific questions, in a very concise way; [TechValidate] enables you to gather metrics. It’s not just the single voice – it’s the voice of the crowd. And it’s that crowd that has influence over what the market is doing.”

“If you can have true validation behind your claims, now all of sudden FUD [fear, uncertainty, doubt] gets a lot smaller and the time to adoption gets a lot faster.”

In addition to his work with IBM, Steve maintains The Storage Alchemist, an engaging blog that covers developments and trends in the IT storage community, social media and business development, and the search for “ultimate storage truth.”

Steve Norall

Steve Norall is CEO and Co-Founder of TechValidate. He brings a wealth of experience in both enterprise marketing and software engineering to TechValidate.

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