Everything Technology Marketing

JUNE 27, 2013

B2B marketers are increasingly using content marketing tactics to engage B2B buyers with compelling content to educate, inform, entertain and guide them along their buying journey. The popularity of white papers as a content marketing format is declining relative to interactive, easily digestible formats such as video.

Marketing Report 100

Marketing Report B2B Marketing B2B Thought Leadership Content Marketing 100

Everything Technology Marketing

APRIL 8, 2010

They want to be able to engage with a vendor when they are ready and actively seek out advice, often very late in the buying cycle, and have the vendor guide them through a complex buying and problem solving process - outsourcing part of the buying process to the vendor community if you will.

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Buying Cycle Lead Ranking 100

Everything Technology Marketing

OCTOBER 10, 2010

But it doesn't get to the core of why companies are buying and what problem they are looking to solve (don’t get me wrong, demographics are still an important factor in the segmentation process, but they shouldn't drive the first steps of segmentation). How do I know how price sensitive a company's buying center is?

Segmentation 100

Segmentation Lead Ranking B2B Marketing Lead Scoring 100

Everything Technology Marketing

MARCH 27, 2010

When done effectively, your organization can use the information derived from the customer analytics to strategically influence interactions with customers’ and prospects. What do they buy? What motivates them to buy? How might your organization benefit from customer analytics? Who are your most profitable customers?

Allocation 100

Allocation Marketing Automation Services Psychographics Cross-Selling 100

Everything Technology Marketing

JULY 10, 2010

Marketing is getting involved in many more areas that touch the customer along the buying process, multiplied by a dizzying variety of new tactics, online communications and engagement platforms. In my mind, this common thread should be the customer’s buying process (instead of the vendor’s planning hierarchy).

B2B Marketing 100

B2B Marketing Work Management Marketing Management Paid Search Agency 100

Everything Technology Marketing

APRIL 14, 2010

While marketing operations focus is on the overall performance of the marketing department, it would be a mistake not to include the other departments marketing interacts with. Step 4 - Get Buy-in from Senior Executives Without senior level buy in from the company's C-management, MO is not going to be successful.

Planning 100

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Everything Technology Marketing

MAY 24, 2010

2 - Buyer Persona After establishing your target segments at the macro level, and defining your ideal customer profile, let's look at the people within those target organizations that influence and make buying decisions for the type of products or services you offer. How do they impact the buying process?

Work Management 100

Work Management Marketing Management Marketing Budget B2B Marketing 100