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? And lastly, it increases effectiveness and reduces risk by clearly identifying the discrete tasks necessary for success. These steps involve: 1.

Planning 100
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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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5 Ways to Better Marketing Performance with Marketing Operations

Everything Technology Marketing

This is where the field of marketing operations (MO) has received a lot of attention lately as a new marketing function designed to create cross-company alignment, performance visibility, and the foundational systems and processes that enable marketing to scale, become more effective and efficient, and contribute to company goals.

Planning 100
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Why Your Technology Firm Needs a Content Marketing Strategy

Everything Technology Marketing

This educational process replaces the old golf course method of developing trust. Online trust is developed through the educational process, and therefore the most trusted firm is the one that gets selected. The firm that does the best job educating them is often the one that wins the business.

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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). This wraps up part 2 of our segmentation blog series.

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Is Your Content Marketing Program a Success?

Everything Technology Marketing

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?

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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.