The digital world has changed marketing completely. With buyers 57 percent of the way through the purchase decision before even being in touch with sales, marketers are on the front lines more than ever before, often responsible for everything from reducing cost of acquisition to driving top line revenue.
Luckily (or is it unluckily?), there are now thousands of marketing platforms and software tools available to help marketers accomplish this growing responsibility. In fact, Scott Brinker’s 2015 Marketing Technology Landscape shows there are now 1,876 vendors listed in 43 different categories.
But, with so much to choose from, how can marketers expect to develop a successful strategy and framework? Read more
Analysts are often seen as some of the most credible influencers in any given field. Their vendor neutrality and broad knowledge of market players makes them a reliable source on industry trends, developments and projections. That’s why commissioning a report or whitepaper to help highlight your company or client’s industry message, often on best practices to solve business pain points (without an outright company endorsement), can be extremely beneficial.
But, once you have the report in hand, what can you do to further its promotion and spread awareness? These five areas can provide a good starting point for PR and marketing communications teams: Read more
Ever since Forrester Research’s 2008 report, How Video Will Take Over The World, marketing and PR pros have been all over the rise of video content, especially since Dr. McQuivey found that just one minute of video is worth 1.8 million words! So, it’s no surprise that the media has caught on to the trend, too.
These days, journalists are more frequently conducting remote video interviews with expert sources via Skype, a Google+ Hangout or even Face Time. But, have marketing and PR firms’ media training services evolved to also incorporate training for these kinds of modern interviews? All too often, firms focus on the phone interview and in-person briefings, but, now, remote video interviews need to be added into the mix as standard. Read more
Following parts one and two of our three-part series on successful B2B technology product launches, here we examine the third and final phase: the post-launch.
After months of stress and prep, now it’s time to tie up any loose ends and evaluate your success! Here are four key elements to consider during any post-launch campaign:
Following part one of our three-part series on successful B2B technology product launches, here we examine the second phase: the actual launch.
It’d be great if you could just sit back on the day of the launch and watch the coverage roll in thanks to all your pre-launch preparations, but, unfortunately that is never the case! On the day of the launch, there’s still a lot to do to ensure the campaign proceeds successfully. Read more
The majority of B2B tech companies are operating in extremely crowded markets. Businesses across everything from backup and disaster recovery to cloud security and big data analytics have to find ways to rise above noisy competitors to establish greater share of voice and market distinction.
One way to achieve that is through a successful and strategic product launch.
A company is only as good as what it offers, but even companies with the best technology on the market need help generating awareness and buzz. With a well thought out product launch, such exposure can not only be achieved, but turned into leads! Read more
SlideShare, the social media network that hosts online presentations, is kind of the unsung hero of the B2B world. Maybe it hasn’t exactly caught fire precisely because so much of the content is B2B-focused. The truth is that SlideShare is one of the most useful, if not the most useful, social media network for businesses that need to educate prospects about their products and services in a fun, engaging way. Read more