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Marketing Automation Trends - Download the Report

Everything Technology Marketing

Marketing automation is a hot topic as more B2B marketers are adopting the technology to generate more and better leads, improve marketing productivity, and increase conversion rates. But what are the current trends, challenges, and success factors for marketing automation? What marketing automation benefits do marketers expect? How do marketers evaluate marketing automation vendors?

The Top-5 B2B Marketing Trends for 2012

Everything Technology Marketing

Social media has clearly evolved from the experimental stage to become an established marketing tactic and lead generator in 2011. This flood of leads overwhelmed sales and distracted from the selling part of the job. And marketing received the blame for creating poor leads and wasting valuable selling time. Happy New Year! The benefits of segmentation are substantial.

A Simple B2B Marketing Framework

Everything Technology Marketing

The goal is to attract interest that converts into qualified leads which you can follow up with and/or nurture over time. (2) Lead Nurturing – Leads that are not sales ready need to be nurtured with the goal of guiding prospects through their buying decision process with educational and actionable content. But that's content for another blog post.

Why Your Technology Firm Needs a Content Marketing Strategy

Everything Technology Marketing

All of these lead to more web visitors through social media and SEO. Your content must be engaging right off-the-bat to pull the reader in, entice them to become a lead, and finally nurture them until they are ready to buy. Becoming a Lead Once someone is on your blog, the next step is for him or her to engage with your brand. Content is king. Why, you ask?

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

8 Tips for Marketing SaaS and Software in the Cloud

Everything Technology Marketing

With powerful content assets that lead, just like breadcrumbs, from problem to solution. (4) Simplify content marketing Content marketing (combined with robust marketing automation) allows you to scale and put much of your inbound marketing efforts on "auto pilot", and "cherry pick" the leads you want to engage with directly, when they are ready to talk to you. Here is why.

Is Your Content Marketing Program a Success?

Everything Technology Marketing

Leads, leads, leads With 73 percent of all responses, leads are the number one metric used to gauge content marketing success. 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. But how do marketers measure content marketing success?

New Report: 2011 B2B Content Marketing Trends

Everything Technology Marketing

The biggest motivator for content marketing is its ability to drive awareness, leads, and engagement with prospects to compensate where where traditional tactics are falling short. The top performance metric for content marketers is leads. The most popular content formats: case studies, presentations at live events, white papers, online articles and videos.

Top-3 B2B Content Marketing Formats & Channels

Everything Technology Marketing

Leading the ranking are case studies, live presentations (one could argue this is a content format as well as a channel), white papers, and online articles - these formats are most effective in engaging prospects (all other things being equal). In our last post we reviewed the key objectives of B2B content marketing initiatives as indicated by our 20,000 member survey.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Developing Your Marketing Analytics Strategy - A 3 Step Approach

Everything Technology Marketing

How much revenue did newly converted leads bring in? ? How do we identify which marketing activities contributed to the creation of a given lead? ? Guest post b y Glenn Facey We live in a new age of information superabundance: the burgeoning era of Big Data analytics. Never before have marketers had the opportunity to understand their audiences in such fine, precise, and comprehensive detail. Without actionable goals and insights, even the most data-rich, well-supported marketing analytics efforts can go awry. What is the amount of revenue retained? ? The top three include: ?

Download the 2013 B2B Content Marketing Report

Everything Technology Marketing

Download the B2B Content Marketing Report (2013) * required First Name: Last Name: Email: * Company: Top-5 Content Marketing Trends in 2013 Content marketing is going mainstream and is becoming more sophisticated to help marketers generate more leads and enable thought leadership. Content marketing is going mainstream in 2013. Download the new B2B Content Marketing Report to find out.

New Report: B2B Content Marketing Trends

Everything Technology Marketing

Content is at the heart of B2B marketers top 3 goals—lead generation, market education and brand awareness 3. Most B2B marketers are trying to measure content engagement - Web traffic, views & downloads and lead quantity & quality are the top 3 measurements For more details, download the full report " B2B Content Marketing Trends 2012 ". from last year 4.

B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

For example, how do I know whether an organization is an early adopter or laggard without investing a tremendous amount of research (that often leads to ambiguous answers anyway)? But in a broader sense you can incorporate the dimensions and values from your segmentation efforts, and use behavior and interaction with your website content for lead scoring early in the engagement process.

Top-7 Challenges for B2B Marketers

Everything Technology Marketing

Especially the top-3 challenges have grown significantly from 2009 to 2010: 1) Generating high-quality leads (from 69% in 2009 to 78% today) - Today's B2B marketers are tackling this issue with processes and technologies such as marketing automation and lead scoring in an attempt to only deliver qualified, truly sales ready leads.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

New Marketing Report: B2B Lead Generation Trends 2013

Everything Technology Marketing

Finally, the new 2013 B2B Lead Generation Report is available! Download it here: [link] ) The B2B Technology Marketing Community on LinkedIn conducted the 2013 lead generation survey to better understand how B2B marketers are adjusting to new challenges, and to identify new trends and best practices. The results are in. Thanks to everyone who participated in the survey!

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The Brave New World of B2B Marketing - Are You Ready?

Everything Technology Marketing

This new world is at the intersection of (1) valuable content that carries your message to the prospect, (2) the social and online media that prospects are increasingly using to find information and ask peers for their opinion, and (3) the marketing automation platforms to manage all of this complexity (campaigns, content , leads, etc) without losing your mind.

5 Steps to B2B Marketing Success

Everything Technology Marketing

With each interaction, you collect more data about the prospect which allows you to build a score to identify the hottest leads that you want to engage with directly and focus your time and sales resources on. Prospects and customers are becoming more sophisticated and better informed than ever before. Customers are are in the driver’s seat today. And today’s customers are busier than ever.

Social Media in B2B Marketing - Survey Results

Everything Technology Marketing

The B2B Technology Marketing Community on LinkedIn conducted a survey earlier this year to explore the rapidly changing landscape of social media in the context of B2B marketing. The survey generated over 270 responses from B2B marketers - and the results are in! What is your experience with social media in B2B

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

The Top-5 Content Marketing Trends in 2013

Everything Technology Marketing

Here are five of the most interesting content marketing trends we identified: Content marketing is going mainstream and is becoming more sophisticated to help marketers generate more leads and enable thought leadership. Check out our latest B2B Content Marketing Report 2013 and find out what is going on in the world of content marketing. The popularity of white papers as a content marketing format is declining relative to interactive, easily digestible formats such as video. More than 82 percent of B2B marketers are increasing their content production over the next 12 months.

You Have No Metrics for B2B Social Media Measurement? (Survey Sneak Peek)

Everything Technology Marketing

Take a look the chart below to see the popularity of various social media metrics for measuring activity, followership, engagement, leads, and sales results (click chart to enlarge | n = 210). Something tells me that B2B marketers will get away with this only for a short time until investment in social media comes under increased scrutiny.

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Survey Result: The Top-3 Goals of Content Marketing

Everything Technology Marketing

and here is what 727 marketers say: #1 Lead Generation With 68 percent of responses, the most mentioned goal for content marketing is lead generation. 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). The results are in.

Don't Miss These Great B2B Marketing Webinars

Everything Technology Marketing

For B2B marketers, webinars are not only a great lead generator and essential part of a solid content marketing strategy, they can also offer a great educational opportunity to learn what other marketers are doing to drive awareness, engage prospects, and generate revenue. Here are a couple of new marketing webinars you might enjoy. For a complete list of B2B marketing webinars, check out the B2B Technology Marketing Channel on BrightTalk. Thank you, Holger Schulze

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B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

New Report: Alliance Marketing Trends 2014

Everything Technology Marketing

The top three alliance marketing tactics are demand generation (68 percent), followed by content development (50 percent) and lead nurturing (50 percent). The results from our new study on Alliance Marketing are now available! Download it here. Lack of partner commitment is the greatest alliance marketing challenge (42 percent), followed by lack of resources (39 percent).

Today's Most Popular Content Marketing Tactics

Everything Technology Marketing

Here are the results (click to enlarge): Leading the ranking are case studies (62 percent) followed by white papers / ebooks (61 percent) and press releases (58 percent). Here is another sneak preview of the new B2B Content Marketing Report that will be released later this month.

Take the 2013 Lead Generation Survey and Receive Free Report

Everything Technology Marketing

Our 40,000+ member B2B technology marketing community on LinkedIn is conducting a lead generation survey to better understand how B2B marketers are adjusting to new challenges around lead gen, and to identify new trends and best practices for 2013. Please follow this link to take the 5-minute survey now: https://www.surveymonkey.com/s/B2B_LeadGen_Survey_2013 As a survey participant, you will receive an exclusive, free copy of the survey report before it is published to a broader audience. Thank you for participating in the survey!

Is the In-House B2B Marketing Department Going Away?

Everything Technology Marketing

We sure see this trend in the marketing automation platforms we use on a daily basis – webcasts, email campaigns, lead management, and many more. 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.

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5 Ways to Better Marketing Performance with Marketing Operations

Everything Technology Marketing

Many CMOs inability to answer these questions in a satisfactory manner has lead to their average tenure of less than 2 years in US companies, the shortest of any C level executive role. Dashboards, as the "glue" between strategy and execution, can provide leading and lagging indicators to correct issues and take action before they grow into bigger problems downstream.

Lead Generation Checklist - Part 4: Clear and Universal Lead Definition

Everything Technology Marketing

In part 4 of the lead generation checklist, we take a look at a critical component of lead generation efforts: a universal lead definition. This will get sales and marketing on the same page to share a common understanding and treatment of the leads in your funnel. The definition of the lead dimensions also acts as the standard for rating leads and determining whether they are sales ready or need more nurturing by marketing. Another great resource discussing the various lead dimensions that need to be defined can be found here

Lead Generation Checklist - Part 1: Conversations, Not Campaigns

Everything Technology Marketing

Lead generation tactis are changing rapidly. Think of lead generation as a series of conversations with your audience, not campaigns. As Brian Carroll in his excellent B2B Lead Generation Blog points out, this way you will become a trusted advisor rather than just another sales person. Brian has a series of great blogs on lead generation in the 21st century. will feature them here over the next few days, starting today with " Lead Generation Checklist - Part 1: Conversations, not campaigns

Lead Generation Checklist - Part 2: Sales and Marketing as One Team

Everything Technology Marketing

Here comes part two of the lead generation checklist series by Brian Carroll. In many if not most organizations, sales blames marketing for not producing a sufficient number of truly qualified leads, and marketing points the finger at sales for not following up on the great leads that were produced. In my opinion, sales and marketing alignment is one of the most critical aspects of lead generation and breakdown in the relationship between the two hurts revenue growth. Part two focuses on the chasm between sales and marketing that is common in many organizations.

Lead Generation Checklist – Part 3: Develop and Intensify Your Ideal Customer Profile

Everything Technology Marketing

In part 3 of his lead generation checklist, Brian Carroll explains how to develop and itensify your ideal customer profile. One of the biggest mistakes companies can make is to try and be all things to all people, going after all possible customers out of fear to miss out on revenue opportunities. Among all possible prospects, some companies are a better fit for a vendor's solution and have more to gain by purchasing it than other customers. They are more likely to pay a premium and prefer the vendor over less ideal competitors. But how do you identify your ideal customers? Check it ou

Reengineering the White Paper - How to Build a Lead Stream by Shifting Tactics from “Send and Sell” to “Entice and Engage”

Everything Technology Marketing

As you might remember, the first article in the "Reengineering the White Paper" series by The Bloom Group was about how to develop compelling content. Great white papers are not so because the writing is great – they are great because the core ideas are.) This second part of the series discusses how bringing a white paper to market must now radically change given the abundance of white papers and, more important, because online marketing tools (including but not limited to social media) enable marketers to get readers to come to them.

How To Price Software Without Just Rolling The Dice

Everything Technology Marketing

Too often pricing is guesswork or based only on comparable products in the market, which inevitably leads to a price that doesn't optimize profits overall. Pricing of new software products is one of those things that poses quite a challenge to even the most sophisticated product managers and marketers. just read a great post by Dharmesh Shah that I would like to share with you. " How To Price Software Without Just Rolling The Dice " compiles some critical lessons most of us have learned the hard way over the years. Check it out. What are your thoughts and advice on software pricing

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

Everything Technology Marketing

In a GTM plan tactical programs typically include efforts related to establishing thought leadership, gaining support from key influencers such as analysts, reporters and bloggers, to developing online and offline paid advertising to create air coverage for your sales team, producing and delivering training and tools to enable the sales team, and of course to efforts designed to generate demand and leads. by Laura Patterson Many organizations can achieve substantial growth by entering a new market with a well thought out and flawlessly executed plan. These steps involve: 1.

Welcome to Everything Technology Marketing

Everything Technology Marketing

Topics will include go-to-market planning, branding, lead generation, campaign management, competitive analysis, marketing tactics, social media and more. Welcome to the new blog "Everything Technology Marketing". As the title suggests, this blog will be about topics that are relevant and interesting to marketing professionals in high-tech industries - from software and IT to clean energy technologies. Sure there are already tons of blogs on marketing but few with a B2B technology focus. As with all my blogs, this is not a one-way blog where I write about my thoughts on tech marketing.

Before you jump into social media, ask yourself: Do you know who speaks on your behalf?

Everything Technology Marketing

Sorry if any offense is taken by the IT folks, but the marketing teams are the ones to lead the defense and implement social media strategies. By Debbie Laskey The topic on everyone’s mind these days is social media this and social media that. But, even before you get started and promote your company in this new online environment and create customized conversations with your customers and other stakeholders, you must consider who can “speak” on behalf of your company. Do you know who is responsible for entering your company’s details on LinkedIn? Think about it.