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.

Planning 100

Planning Allocation Paid Search Agency Budget Programs 100

Everything Technology Marketing

APRIL 4, 2011

B2B buyer behavior has been changing dramatically over the last few years as buyers increasingly refuse to be interrupted by outbound marketing tactics. And while you want to help buyers make pragmatic, informed decisions, your ultimate goal is to persuade buyers to select your solution over competing alternatives.

Customer Surveys 100

Customer Surveys B2B Marketing Content Marketing Webcast 100

Everything Technology Marketing

APRIL 8, 2010

By Holger Schulze Major shifts are taking place in B2B marketing that started a few years ago but have accelerated in recent months – in the marketplace as well as inside vendor organizations. They are tuning out a lot of the marketing noise they receive which makes it harder for marketers to reach audiences the old fashioned way.

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Buying Cycle Lead Ranking 100

Everything Technology Marketing

DECEMBER 8, 2009

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?

Planning 100

Planning Budget Programs Marketing Management Paid Search Agency 100

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. Segment Scoring A weighted scoring model can be helpful where we define a list of evaluation criteria, assign a relative weight to each, and then score by assigning points for each criterion across each segment.

Segmentation 100

Segmentation B2B Marketing B2B Barriers 100

Everything Technology Marketing

FEBRUARY 19, 2011

One of my recent posts (“ The Top-10 B2B Marketing Trends for 2011 ”) received a lot of great comments. The number one marketing trend for 2011, according to the 17,000 member B2B technology marketing group on LinkedIn, is the increasing integration of social media with traditional marketing tactics to drive qualified leads.

Social Media 100

Social Media Sales Qualified Leads Lead Scoring Lead Ranking 100

Everything Technology Marketing

JANUARY 1, 2011

Many marketing experts have strong opinions on what they think will happen in 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.

Work Management 100

Work Management B2B Marketing Marketing Management Lead Scoring 100

Everything Technology Marketing

MARCH 14, 2011

Saugatuck Technology's Bruce Guptill released some interesting market research predicting that by 2014 the majority of new corporate B2B software purchases will be in the form of cloud software solutions (SaaS) rather than traditional on-premise software. Here is why. But let's take a closer look. (1)

Marketing Automation Services 100

Marketing Automation Services Budget Programs Software Lead Ranking 100

Everything Technology Marketing

MAY 24, 2010

Your B2B markets are changing rapidly. Today's prospects filter out most attempts by companies to interrupt them with vendor and product focused marketing messages and sales pitches. Adapt to Stay Relevant Our entire approach to marketing has to change if we want to stay relevant and add value to the business in this new environment.

Work Management 100

Work Management Marketing Management Marketing Budget B2B Marketing 100

Everything Technology Marketing

NOVEMBER 14, 2009

by Laura Patterson Many organizations can achieve substantial growth by entering a new market with a well thought out and flawlessly executed plan. 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.

Planning 100

Planning Marketing Analytics Tools Contingency Planning Tactics 100

Everything Technology Marketing

NOVEMBER 11, 2013

Educate me with new ideas or perspectives Producing educational content for your audiences pulls a lot of marketing weight -- and it contributes to sales, too. This kind of content helps folks get to know you, so that buy the time you’re closing the sale, the client feels that they already understand both your firm and its capabilities.

Work Management 100

Work Management Marketing Management Cross-Selling Case Studies 100

Everything Technology Marketing

MARCH 27, 2010

Focusing on the profitable sources of revenue takes ensuring your organization, especially your marketing team, has the data mining tools, customer research, marketing automation software, and the ability to perform customer analytics. This capability requires that your marketing organization be able to perform customer analytics.

Allocation 100

Allocation Marketing Automation Services Psychographics Cross-Selling 100

Everything Technology Marketing

MARCH 13, 2010

Here is a nice overview of the social media landscape that will help you understand how to best leverage major social media sites for your marketing. The guide lists the major social media platforms and rates their value for driving customer communication, brand exposure, traffic to your site, and SEO - check it out: [link].

Social Media 100

Social Media CMO Media SEO 100

Everything Technology Marketing

JANUARY 17, 2010

The concept of the Ideal Customer Profile (ICP) is designed to help marketers identify the attributes ideal customers have in common that separate them from other less profitable segments. The increase in revenue from focusing on ideal target segments often far outweighs the loss in revenue from abandoning less ideal segments.

Ideal Customer Profiles 100

Ideal Customer Profiles Lead Generation Profiling Lead Scoring 100

Everything Technology Marketing

DECEMBER 4, 2009

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. Here is a great collection of social media policies from 123 Social Media's web site to help you create a policy that works for your organization: [link]

Social Media 100

Social Media Examples Media Advertising Channels 100

Everything Technology Marketing

DECEMBER 19, 2009

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. Lead generation tactis are changing rapidly. Think of lead generation as a series of conversations with your audience, not campaigns.

Lead Generation 100

Lead Generation Conversion Campaigns Generation 100

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. It seems as if the marketing function has only recently caught on to this trend in a major way, though. Is marketing moving to a subscription based model?

Work Management 100

Work Management Marketing Management Marketing Automation Services B2B Marketing 100

Everything Technology Marketing

APRIL 26, 2012

The marketing technology landscape can be quite confusing. I ran across this great infographic by the guys over at WordStream that shows a map of the most important marketing technology categories and the leaders in each category. I hope you find it helpful (click to enlarge or click here ): Where to start?

Vendors 100

Vendors Marketing 100