C-level personal branding is a marketing tactic that many tech companies continue to take for granted. It should not be overlooked: in the age of influencers, your CEO and other top executives can be huge advocates for your brand.
How to use data-driven insights to improve market orientation
Data can be tricky. Survey bias can lead to ineffective product development and marketing campaigns. Find out how to gather accurate data and use these insights to create effective marketing campaigns for your tech company.
Don’t focus on the product features, tell a compelling story
The secret to creating engaging and impactful content in B2B tech marketing is meeting consumers’ demand for information. Put a focus on industry expertise in your content rather than product information or branded content.
ABM making waves in B2B tech marketing
Account-based marketing is growing in popularity in the business-to-business (B2B) tech industry, as vendors and service providers look to target their sales and marketing efforts more accurately.
Missing the target: have you gone overboard on customer segmentation?
B2B marketers typically want to segment their audience into vertical industries, grouping together...
The problem with marketing automation
Marketing automation presents many challenges to be overcome, and if you do not have the infrastructure within your company to address them, you may find your marketing automation investment does not deliver the returns you were expecting.
Hitting the sweet spot with vertical marketing
Over the 15 years that we have been helping tech businesses with marketing content, vertical marketing is a theme that comes and goes regularly. However, marketing is only one part of a vertical strategy that needs to involve the entire organisation.
How will GDPR impact marketing?
GDPR marks a milestone in data protection laws in the EU. What effect will it have on marketing?
11 tips for creating ‘smarketing’ content
Smarketing is all about better aligning sales and marketing to improve communication and performance to create more leads and increase profits.
AI: A disruptor for B2B marketing
From voice-powered personal assistants like Siri to connected cars – AI is changing our lives. And it is about to revolutionize B2B marketing.
Can we really measure how effective content is?
Digital content enables brands to hook in audience interests, drive social sharing and generate debate. But remember, it takes good content to achieve this engagement.
Technology marketing is not about marketing technology
How do we make all this new marketing analytics and automation actually drive demand generation?
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