Everything Technology Marketing

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Put an End to Flying Blind: A Ten-Step Process for Creating a Go-to-Market Tactical Plan

Everything Technology Marketing

This article outlines a ten-step process any size company can use to successfully enter a new market. What are the characteristics of the ideal customer and their buying process? The customer buying pipeline provides insight into how to engage prospective customers to accelerate consideration and preference.

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Why Your Technology Firm Needs a Content Marketing Strategy

Everything Technology Marketing

More and more decision makers are looking to educate themselves before making a buying decision, and it is through your content that they learn. This educational process replaces the old golf course method of developing trust. The firm that does the best job educating them is often the one that wins the business.

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A Simple B2B Marketing Framework

Everything Technology Marketing

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).

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Crossing the Divide: The Art of Closing the Sale

Everything Technology Marketing

The top three factors that correlated with successful sales also predicted buyers’ satisfaction with the purchasing process and intent to continue buying services from the seller. She is the coauthor of How Buyers Buy: Technology Services Edition and Online Marketing for Professional Services: Technology Services Edition.'

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5 Steps to B2B Marketing Success

Everything Technology Marketing

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.

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B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

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?

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The Top-5 B2B Marketing Trends for 2012

Everything Technology Marketing

Because prospects in defined, targeted segments are a better fit with the vendor’s offering, these prospects are more likely to buy, they close faster, produce bigger deals, and remain more loyal. Marketers often struggle to create magnetic content in the right formats and quantities. In short, they are more profitable.