Everything Technology Marketing

Crossing the Divide: The Art of Closing the Sale

Everything Technology Marketing

Say you’re a small accounting firm that works primarily with small businesses. Work with clients to solve their problems -- or chart a path toward the solution -- in a way that leverages both your strengths and the buyer’s in unison, creating a new and unique capability set.

A Simple B2B Marketing Framework

Everything Technology Marketing

The framework starts at the bottom with the “Market Knowledge Layer” - the foundational aspects of understanding the market opportunity and customer problem - and then works its way up to tactical execution of marketing programs along the customer life cycle.

Trending Sources

The Top-10 B2B Marketing Trends for 2011

Everything Technology Marketing

8 – Focus on marketing intelligence Marketing automation, online marketing, and CRM systems create tons of data that is revealing buying patterns, customer preferences, and insight into what is working and what is not. Happy New Year!

Why Your Technology Firm Needs a Content Marketing Strategy

Everything Technology Marketing

The key to marketing success online is educating prospects. If a technology firm is going to have a successful online marketing campaign, it needs to revolve around the educational content being produced. Content is king. Why, you ask?

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

A Framework for B2B Customer Segmentation – Part 1: Why Segment Your Market?

Everything Technology Marketing

Many companies don't segment at all, segment only superficially, or copy segments that seem to be working for their competitors but without really understanding the rationale for selecting target segments.

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

Everything Technology Marketing

Identify those 20 percent - remember the goal is to work smarter, not harder :) 6 - Content Delivery to Engage Audiences Now that you have planned and created compelling content, how are you going to get it in front of your target audience? Your B2B markets are changing rapidly.

B2B Market Segmentation – Part 3: How to Prioritize

Everything Technology Marketing

What segmentation approach worked for you? The previous B2B market segmentation exercises ( Part 1 | Part 2 ) likely produced a large number of potential target segments.

5 Steps to B2B Marketing Success

Everything Technology Marketing

With sophisticated analytics and reporting, MA tools will also give you insight into what is working and what not so you can adjust and improve your campaigns.

Looking for Social Media Policy Examples?

Everything Technology Marketing

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 Do you hesitate to jump on the social media bandwagon with your company? Concerned about what happens when an employee shares insider information? Social media is inherently dynamic, even chaotic. Provide no guidance and you likely end up damaging your brand.

How to Call to Action

Everything Technology Marketing

What are your secrets for making your call to actions work While marketing strategy and planning are critical to success, marketing often fails on the execution side. Take online campaigns, for example. Here you can often see campaigns break down not because of lack of a compelling offer or properly segmented audience but because the call to action is not powerful enough to trigger a response.

New Report: Alliance Marketing Trends 2014

Everything Technology Marketing

A majority of alliance professionals (62 percent) expect the number of partners they work with to increase over the next 12 months. The results from our new study on Alliance Marketing are now available! Download it here.

Is the In-House B2B Marketing Department Going Away?

Everything Technology Marketing

Is the future for the majority of marketing professionals a freelance model of working for dozens of clients at the same time? 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.

Leveraging Actionable Customer Data for Revenue Growth

Everything Technology Marketing

About Laura Patterson Laura Patterson’s marketing and sales career spans nearly 30 years having worked for both large public companies such as State Farm and Motorola and as well as start ups. By Laura Patterson Peter Drucker is attributed to having said, “the purpose of business is to create a customer.” Delving deeper into what matters to your customers is the key to growing revenue.

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

Everything Technology Marketing

Unless both sales and marketing teams work hand in hand and agree on the lead generation goals, process, and qualification criteria, your lead gen money and efforts will go to waste. Here comes part two of the lead generation checklist series by Brian Carroll. The first part was about engaging prospects and customers in conversations and taking a consultative rather than transactional approach to marketing.

Lead Generation Checklist - Part 1: Conversations, Not Campaigns

Everything Technology Marketing

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. Show your prospects that you understand their industry, and specific issues, and that you are interested in building a long term relationship.

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

Everything Technology Marketing

Step One: Working from an Ecosystem Map The first step is to understand the lay of the land. About Laura Patterson Laura Patterson’s marketing and sales career spans nearly 30 years having worked for both large public companies such as State Farm and Motorola and as well as start ups. by Laura Patterson Many organizations can achieve substantial growth by entering a new market with a well thought out and flawlessly executed plan.

How to reach your customers at work or at home

Biznology

On the flip side, consumer marketers can use the capability to broaden the profile of their targets—where they work, their titles, schools attended, past employers, their LinkedIn URL, and maybe even their business email address—all kinds of data points that provide additional insight and access.

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How co-working spaces are revolutionizing the workplace

Biznology

Recently, however, companies are slowly adopting a more open and collaborative work environment through co-working spaces. Studies have shown that co-working spaces allow employees to thrive far more than traditional offices, as per Harvard Business Review.

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How to Make Remote Work Actually Work

Hubspot

One of my favorite things about working remotely -- which I do a few times a month -- is the freedom to get comfortable. When I work from home, I'm usually find myself in one of three positions: sitting up at the table, laying down with my laptop, or buried in a pillow avalanche on my couch.

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Why walking meetings can be wonderful at work

Biznology

This works for many of today’s most successful business leaders and there is really very little reason why you shouldn’t adopt this concept. If you don’t have a nature path near your office, a walk down the street will work too.

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Why Event Marketing Works and Then Some

Marketing Insider Group

The post Why Event Marketing Works and Then Some appeared first on Marketing Insider Group. What’s one of the most powerful content marketing tools used today? Event marketing. 58 percent of marketers consider conferences, trade shows, and other events to be important for improving the customer experience. For B2B marketers, the appeal of in-person marketing is even higher. 67 percent believe events are their most effective content tool.

Getting Big Data to Actually Work

Buzz Marketing for Technology

Most marketers I talk with today say they are drowning in data. But in reality data they really want sits in disparate systems throughout the organization. Or if their company has invested big money in a traditional data warehouse, the results have fallen short of expectations.

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Infographic: 12 Phrases You Should Never Say at Work

Contently

A new infographic about work from Headway Capital lists 12 common statements that you should never say at the office. And if you have other suggestions for what not to say at work, please let us know on Twitter @contently.). Voices Infographic language work

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Does Paid Social Media Work?

Modern Marketing

Wondering what works for other businesses? It's Friday Five time and this week's topic is Social Media. New Research Reveals Paid Social Media Effectiveness. Do you know where to spend your social media marketing dollars?

Crafting content that works

Biznology

For too many marketers, content marketing doesn’t work. Here’s a guide to crafting content that really does work. The post Crafting content that works appeared first on Biznology. There’s a growing chorus against content marketing, and with good reason.

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Does Native Advertising Work?

Content Standard

For those who are unfamiliar, let me explain: imagine your team is working with a journalist to create your next native ad. The post Does Native Advertising Work? “Look, you’re going to love this piece! No more smashing your customers in the face with ad hammers.

Proof that Account-based Marketing Works

ViewPoint

One healthcare IT solutions company with a complex solution and a finite market learned first-hand just how account-based marketing works. When sales and marketing work together to drive revenue (and that takes process for sure) everybody benefits—the prospect/client, the team members, and the organization as a whole.

HubSpot’s Marketing Team Worked Remotely for One Week. Here’s What We Learned.

Hubspot

Not everyone you work with is able to sit down in the same room with you. It means learning to work with our colleagues in a completely different (and potentially challenging) way. To improve our communication with remote workers, and be at our best when working remotely.

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How Google Works [Infographic]

Hubspot

So how does Google actually work? Ever wonder how Google manages to serve you just the content you''re looking for? You put in a few words, and within a few microseconds, you''ve got pages and pages of results ready to address your query.

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2014 B2B Marketing Trends That Work

ViewPoint

As a B2B company, it’s paramount that you stay on top of trends so you know which to adopt and which to nix. This is a standout year for B2B marketing.

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Creative Work Relies on Failure

Hubspot

According to Adobe's State of Create report, "At work, there is tension between creativity and productivity." Rather, they keep experimenting until they find what works. Conversely, doing good creative work requires comfort with risk.

Creative Work, Blogging, Writing and Resistance

Writing on the Web

Everyone encounters resistance when it comes to blogging, writing, and creative work. When it comes to doing work – putting words on the page… or electrons on a screen – you can’t escape getting stuck. Work requires you to actually do something.

Why this LinkedIn Ad Works: 2 Key Tips for Success

The Point

Why this LinkedIn ad works – 2 Key Tips for Success via @spearmktg. The post Why this LinkedIn Ad Works: 2 Key Tips for Success appeared first on The Point. For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple.

10 Marketing Reports Everyone Working Online Should Read

ScribbleLive

Through testing different approaches, marketers can get a sense of what works best for their demographics. Because there is often a lot of content created off the heals of these trends, it can be difficult to get the full scope of what actually works.

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“How I Work”: Melissa Nazar, Director of Content for SnapApp @melnazar #HowIWork

Heinz Marketing

How I Work” is one of my favorite recurring features in Inc Magazine as well as via Lifehacker’s This Is How I Work Series, and recently several sales experts (including Anthony Iannarino , Dave Brock and Trish Bertuzzi ) participated as well. How I work

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Work Hard, or Work Smart? Automate Your B2B Lead Nurturing

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer Are you losing touch with prospects who are not ready to buy, but might buy from you in the future? Automated lead nurturing will help you keep in touch. The B2B buying process has changed forever.

Modern Marketing Transformation – Why It Won’t Work Without the Right Culture

Marketing Insider Group

The post Modern Marketing Transformation – Why It Won’t Work Without the Right Culture appeared first on Marketing Insider Group.

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56 Reasons Why Content Marketing Works

Marketing Insider Group

56 Reasons Why Content Marketing Works: 2014 Edition from NewsCred. Marketers work in very small teams: 81% of all content teams contain fewer than six people. The post 56 Reasons Why Content Marketing Works appeared first on B2B Marketing Insider.

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Digital Transformation Works — So Why Are Companies Struggling to Transform?

Marketing Insider Group

The post Digital Transformation Works — So Why Are Companies Struggling to Transform? The post Digital Transformation Works — So Why Are Companies Struggling to Transform? Digital transformation isn’t an overnight process; it takes time and commitment.

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