Everything Technology Marketing

JANUARY 31, 2012

It is time again for our annual B2B Marketing "predictions". As every year, I asked the 25,000 marketing professionals in the B2B Technology Marketing Community on LinkedIn about their B2B marketing priorities for 2012. I hope the New Year will treat you well and that you have much success in your 2012 B2B marketing efforts!

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Everything Technology Marketing

JANUARY 1, 2011

Instead of coming up with what I think is going to change in the B2B marketing world in 2011, I decided to ask you and tap into the combined wisdom of over 17,000 marketing professionals in the B2B Technology Marketing Community on LinkedIn. I asked you to rank the marketing areas you think will become more important in 2011.

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Everything Technology Marketing

NOVEMBER 23, 2010

The previous B2B market segmentation exercises ( Part 1 | Part 2 ) likely produced a large number of potential target segments. If focus is one of the reasons for segmentation in the first place, then having too many segments will obviously distract from this goal. What segmentation approach worked for you?

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Everything Technology Marketing

MAY 24, 2010

Your B2B markets are changing rapidly. It is now harder than ever for B2B vendors to get the attention of our audiences. B2B buyers are more sophisticated than ever. Brave New B2B Marketing World Welcome to the brave new world of marketing. Other tactics are still relevant and effective.

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Everything Technology Marketing

OCTOBER 10, 2010

A better segmentation strategy is to start with why companies purchase a solution. This resonates with B2B marketing trends where buyer behavior has changed dramatically over the last decade - 80 percent of B2B purchases today result from buyers identifying and reaching out to vendors first, not the other way around.

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Everything Technology Marketing

AUGUST 22, 2010

This argument is a fallacy that doesn't recognize the impact of dramatically higher conversion rates and capture of higher value customers within target segments, or the opportunity cost of deviating from your strategy and core competencies by going after less than ideal prospects outside of the target segment.

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Everything Technology Marketing

JULY 2, 2012

Last month, we asked over 30,000 members of the B2B Technology Marketing Community on LinkedIn about content marketing. No major surprises here considering that content marketing has emerged as a critical B2B strategy to drive inbound lead generation (in response to outbound B2B tactics becoming increasingly ineffective).

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Everything Technology Marketing

APRIL 27, 2011

Content marketing is one of the most popular strategies deployed by today's B2B marketers to attract and engage prospects, and guide them through the buying process. We asked 20,000 members of the B2B Technology Marketing Community on LinkedIn what metrics they use to measure the success of their content marketing initiatives.

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Everything Technology Marketing

JANUARY 27, 2011

To get an answer, I conducted a quick survey among the 17,000+ members of the B2B marketing community on LinkedIn. Moore) Positioning: The Battle for Your Mind (Al Ries, Jack Trout) Marketing Management (Philip Kotler, Kevin Keller) Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant (W.

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Everything Technology Marketing

APRIL 14, 2010

In my last post “ 5 Steps to B2B Marketing Success ” we established a simple approach to improving success in B2B marketing, starting with understanding your audience, building a strong value proposition, mapping out the buyer’s journey, building compelling messages and content, and finally, investing in robust marketing automation.

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Everything Technology Marketing

JUNE 18, 2010

My last post triggered a heated debate (mostly in the LinkedIn B2B Technology Marketing Community ) about the dramatic changes we see in the B2B marketing function. One of the interesting topics that came up was outsourcing. Talent outsourcing is also moving up the value chain to projects that have traditionally remained in house.

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