The Power of Data in Marketing – Takeaways from TechTarget’s San Francisco #ROISummit

power of data

Last Thurs. March 19th,  over 100 senior technology marketers converged at TechTarget’s San Francisco ROI Summit in San Mateo for an interactive event filled with market trends, best practices, actionable frameworks, and real-world customer case studies.  The event ranged from sessions with global market  leaders like Symantec on their approach to driving business growth by […]

The Number One Mistake Marketers Will Make in 2015

marketing mistake

Have you seen the feature on LinkedIn lately that suggests you “re-connect” with people? Lately it’s been telling me to “re-connect” with my boss. For me, this painted a clear picture of a common trap that marketers often fall into: It’s easy to think that if an activity didn’t happen on our site, or in […]

Compelling Content: Who Are You Writing For – Your Stakeholders or Your Customers ?

compelling content - customers or stakeholders

From your desk, you can watch a Greek tragedy play out slowly. Over weeks, our protagonist will develop a marketing campaign with a goal of collecting lots of leads. In Act I, she will begin the process with stakeholder input sessions. The struggle will begin as soon as she meets her first antagonist: she will […]

Where to Look for Competitor Content Gaps to Build up your Content Portfolio

competitor content gap analysis

Marketers are creating and sharing content more than ever before. In fact, 70 percent of B2B marketers say they are creating more content now than they were just a year ago and content marketing adoption continues to grow. According to Content Marketing Institute, 86 percent of B2B marketers are employing content marketing strategies; however, only […]

6 Must-Have Data Requirements to Find Your Next Deal {Infographic}

2 Attributes

As technology marketing and sales has evolved, there has been a seismic shift in how buyers buyers evaluate vendors and make IT purchase decisions. To keep pace, marketers have begun leveraging data to accurately pinpoint accounts that are in buying mode. This infographic lays out how to identify active buying teams and fully understand true technology […]

Tech Marketer Talks: Driving ROI in ANZ and APJ with Data Driven Marketing – RSA

Tech Marketer Talks - RSA

I had the opportunity to meet up with two members of RSA’s Marketing team, Jo Aldrich and Audrey Ang – both based in RSA’s Sydney, Australia office, to discuss how they do marketing in the ANZ (Australia/New Zealand) and APJ (Asia-Pacific Japan) regions and how data intelligence has evolved their marketing efforts. Jo Aldrich is the […]

Marketing and Sales Alignment for Grown-Ups

marketing and salesalingment4

EDITOR’S NOTE: This post is part of our “Smarter Sales and Marketing” series, a regular feature where technology marketing and sales experts will be sharing insight, tools, and best practices to help today’s leaders better integrate marketing and sales strategies for maximum success. As I was thinking about the topic of marketing and sales alignment, I wondered if everything hasn’t […]

What to Expect at the 2015 ROI Summit San Francisco

San Francisco

Technology marketers have all witnessed the shift in how buyers conduct research, evaluate vendors and make IT purchase decisions. As a result, many marketers have begun leveraging data to accurately pinpoint accounts that are signaling purchase behaviors. TechTarget’s upcoming ROI Summit in San Francisco on March 19 will provide frameworks, best practices and successful strategies for harnessing this data […]

How to Kill a Sales Opportunity in 3 Simple Steps

no sales opportunities

In a market where both upstarts and 800 lb gorillas are competing for business, it is critical to make the most of every opportunity. But creating and capitalizing on technology marketing and sales opportunities in today’s economy is no easy task. It takes a lot of hard work, collaboration, and sometimes, long periods of time to achieve […]

This is Not Your Grandfather’s Marketing Funnel [Video]

antique marketing funnel

The notion of the marketing and sales funnel has been around for close to a century. While some have implied that the funnel is an antiquated metaphor for today’s marketer, we’d argue that the funnel is as relevant as ever before. Embracing an intelligence-driven marketing funnel The marketing funnel may very well be alive and […]