| | | Everything Technology Marketing | | | | 9 articles |
| Page 1 of 1 | Previous | Next | EVERYTHING TECHNOLOGY MARKETING DECEMBER 8, 2009 Fixing the Crisis in Marketing I ran across an interesting blog post " The Crisis in Marketing " by Erik Bower from MarketBright where he talks about current Marketing methodologies not keeping pace with the pressures in today’s business environments: volatile markets, pressure to prove marketing's impact on sales pipeline, reduced budgets and headcounts, new tactics such as social media, etc. Bower takes a page from the shift in software development methodologies (agile development replacing waterfall model, etc over the last years) and applies it to marketing. How are you managing marketing in your organization | | | | | | |
| EVERYTHING TECHNOLOGY MARKETING DECEMBER 7, 2009 Technology Marketing Collateral Trends Here is a recent survey report on B2B technology marketing collateral trends from Eccolo Media that you may find interesting: “ Eccolo Media 2009 B2B Technology Collateral Survey Report ”. Key findings in the report: • White papers – especially those that are long on expert content and light on sales jargon – continue to be the No. form of collateral influencing technology purchasers. Video is on the rise in terms of frequency of use by technology purchasers – especially video that features customers speaking about real experience using a product or service | EVERYTHING TECHNOLOGY MARKETING DECEMBER 4, 2009 Looking for Social Media Policy Examples? Do you hesitate to jump on the social media bandwagon with your company? Concerned about what happens when an employee shares insider information? Social media is inherently dynamic, even chaotic. Provide no guidance and you likely end up damaging your brand. Be too restrictive and your social media initiative will never take off, putting you at a competitive disadvantage. Clear policies help you better navigate this new communication channel and provide guidance to your audience as to what is ok to post and what isn't. | EVERYTHING TECHNOLOGY MARKETING OCTOBER 14, 2009 Welcome to Everything Technology Marketing Welcome to the new blog "Everything Technology Marketing". As the title suggests, this blog will be about topics that are relevant and interesting to marketing professionals in high-tech industries - from software and IT to clean energy technologies. Topics will include go-to-market planning, branding, lead generation, campaign management, competitive analysis, marketing tactics, social media and more. Sure there are already tons of blogs on marketing but few with a B2B technology focus. As with all my blogs, this is not a one-way blog where I write about my thoughts on tech marketing. | EVERYTHING TECHNOLOGY MARKETING OCTOBER 14, 2009 Before you jump into social media, ask yourself: Do you know who speaks on your behalf? By Debbie Laskey The topic on everyone’s mind these days is social media this and social media that. But, even before you get started and promote your company in this new online environment and create customized conversations with your customers and other stakeholders, you must consider who can “speak” on behalf of your company. Do you know who is responsible for entering your company’s details on LinkedIn? Think about it. Do you want the number of employees stated as well as which employees were terminated and which were promoted? Do you want your website included? | | | | | | | |
| - Put an End to Flying Blind: A Ten-Step Process for Creating a Go-to-Market Tactical Plan
by Laura Patterson Many organizations can achieve substantial growth by entering a new market with a well thought out and flawlessly executed plan. The operative words here are well thought-out and flawlessly executed. It’s surprising -actually alarming -at how many organizations attempt this strategic endeavor without a Go-to-Market (GTM) plan and end up flying blind into new territory. Perhaps they skip this step because they think it is a daunting task. As the CEO, we hope you will mandate that a GTM plan be created and reviewed before any resources are deployed to pursue a new market. MORE >> - How To Price Software Without Just Rolling The Dice
Pricing of new software products is one of those things that poses quite a challenge to even the most sophisticated product managers and marketers. Too often pricing is guesswork or based only on comparable products in the market, which inevitably leads to a price that doesn't optimize profits overall. just read a great post by Dharmesh Shah that I would like to share with you. How To Price Software Without Just Rolling The Dice " compiles some critical lessons most of us have learned the hard way over the years. Check it out. What are your thoughts and advice on software pricing MORE >> - Lead Generation Checklist - Part 1: Conversations, Not Campaigns
Lead generation tactis are changing rapidly. The previous transactional approach isn't working anymore, prospects dont want to be sold to but engaged in a conversation about their challenges and learn how a vendor can help solve problems. Think of lead generation as a series of conversations with your audience, not campaigns. Show your prospects that you understand their industry, and specific issues, and that you are interested in building a long term relationship. Brian has a series of great blogs on lead generation in the 21st century. MORE >>
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