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BtoB: What are you experimenting with? 

Popper: We're experimenting a lot with social media. Almost every marketing program has some element of social media, whether it be participation in the communities we already have or whether it's piloting a site on Facebook—and engaging thought leaders to come and engage on the site—and trying to grow a community from Facebook or Twitter. We are working on extensions of our conferences, using Twitter to create enthusiasm and post some of the content and drive users back to the community where the content is. 

BtoB: What are some of the ways in which you are realizing marketing efficiencies in the down economy? 

Popper: One of the things we are quite excited about is a virtual event platform. That's been a way for us to extend the reach of live events that we're having, so we have the efficiencies from making the content available to far more people and for longer after the event. It also has allowed buying groups from a single company to take advantage, whether they were at the conference or not. Because of the complexity in some companies about how they evaluate a software purchase, there may be many people involved; and this way, the people who were actually at the event and the people who weren't at the event can share the same content, so they stay on the same page as they are looking to evaluate a purchase.