Everything Technology Marketing

OCTOBER 22, 2010

It looks like we are bouncing back from the recession compared to last year when tech companies slashed marketing budgets by over 8%. This year, IDC says, tech companies will allocate 19.3% of their total marketing budget to digital, up from 12.6% They will spend 19.0% on marketing support materials, compared with 17.8%

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Everything Technology Marketing

APRIL 8, 2010

Prospects and customers are becoming more sophisticated and better informed than ever before. Customers are are in the driver’s seat today. This has profound implications on marketing and the way companies engage with prospects. And today’s customers are busier than ever. What business problems do they face?

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Everything Technology Marketing

JANUARY 1, 2011

3 - Focus on new business generation & revenue With many markets making a modest recovery, which is expected to accelerate somewhat in 2011, marketing focus turns away from cost cutting and customer retention and towards growth and new customer wins. Marketing will be expected to show how it impacts new revenue generation.

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Everything Technology Marketing

MAY 24, 2010

Power Shift Knowledge is power, and the balance of power is clearly shifting from vendors to the customer. Today's prospects filter out most attempts by companies to interrupt them with vendor and product focused marketing messages and sales pitches. Now imagine the information customers are finding is yours.

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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).

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Everything Technology Marketing

JUNE 19, 2010

This supports the observation that companies are increasingly using content marketing to influence and guide prospects through the buying cycle. The next big jump is in content creation - 68% of respondents have increased this tactic in their marketing mix.

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Everything Technology Marketing

JANUARY 31, 2012

Segmentation is critical as vendors evolve from technology-focused business models to customer-needs driven product development, sales, marketing, and operations. As predicted last year, marketing automation has gone mainstream in 2011 as companies are taking their online campaigns, lead scoring, and email automation to the next level.

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Everything Technology Marketing

MARCH 14, 2011

3) Create buyer personas For many software vendors who have been selling traditional on-premise solutions to customers, this focus on the business buyer and their unique requirements should not be new. Early majority buyers will want to see references from companies just like them to reduce risk and ensure economic and technical success.

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