Everything Technology Marketing

JULY 17, 2013

'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? It is through content that many other online marketing channels flow best. If you are producing high value content, it is much more likely to spread in social media, attract links from other websites, and rank well in Google.

Webinar Metrics 100

Webinar Metrics Marketing & Strategy Marketing Strategy Content Marketing 100

Everything Technology Marketing

MAY 31, 2013

'Did you know that 90% of all organizations use content in their marketing efforts? Although the phrase "content marketing" is something of a buzzword amongst today''s marketing teams, the reality is that this inbound marketing practice is both remarkably widespread and effective.

Content Marketing 100

Content Marketing Demand Content Inbound Marketing 100

Everything Technology Marketing

FEBRUARY 26, 2013

Finally, the new 2013 B2B Lead Generation Report is available! (Download it here: [link] ) The B2B Technology Marketing Community on LinkedIn conducted the 2013 lead generation survey to better understand how B2B marketers are adjusting to new challenges, and to identify new trends and best practices. The results are in. Here are the Top-5 Trends in B2B Lead Generation (for more details download the report ): The number one challenge for B2B marketers: Generating high quality leads.

Enterprise Management 100

Enterprise Management Lead Generation Demand Generation Agencies Marketing Management 100

Everything Technology Marketing

DECEMBER 15, 2012

Our 40,000+ member B2B technology marketing community on LinkedIn is conducting a lead generation survey to better understand how B2B marketers are adjusting to new challenges around lead gen, and to identify new trends and best practices for 2013. Please follow this link to take the 5-minute survey now: https://www.surveymonkey.com/s/B2B_LeadGen_Survey_2013 As a survey participant, you will receive an exclusive, free copy of the survey report before it is published to a broader audience.

Lead Generation 100

Lead Generation Customer Surveys Allocation Eloqua 100

Everything Technology Marketing

AUGUST 26, 2012

The new report " B2B Content Marketing Trends 2012 " is now available on Slideshare. Be one of the first marketers to share the brand new report with your friends and colleagues via Twitter, LinkedIn or Facebook (just go to Slideshare and use the social sharing feature)! Earlier this year, we conducted our annual B2B content marketing survey with the 30,000+ members of the B2B Technology Marketing Community on LinkedIn to learn more about the latest trends in content marketing.

Marketing Report 100

Marketing Report Trends B2B Marketing Content Marketing 100

Everything Technology Marketing

AUGUST 8, 2012

Here is another sneak preview of the new B2B Content Marketing Report that will be released later this month. We asked over 30,000 members of the B2B Technology Marketing Community on LinkedIn about their most popular content marketing tactics. Here are the results (click to enlarge): Leading the ranking are case studies (62 percent) followed by white papers / ebooks (61 percent) and press releases (58 percent).

Tactics 100

Tactics Advertorials Content Marketing Content 100

Everything Technology Marketing

JULY 2, 2012

Last month, we asked over 30,000 members of the B2B Technology Marketing Community on LinkedIn about content marketing. The results are in. Here is the first in our series of sneak previews of the survey results (the complete report will be available shortly). The first survey question was "What are your top-3 goals for content marketing?" and here is what 727 marketers say: #1 Lead Generation With 68 percent of responses, the most mentioned goal for content marketing is lead generation.

Customer Surveys 100

Customer Surveys B2B Thought Leadership Content Marketing Thought Leadership 100

Everything Technology Marketing

MAY 30, 2012

B2B buyer behavior has been changing dramatically over the last few years as buyers increasingly refuse to be interrupted by traditional outbound marketing tactics. Content marketing has emerged as a highly effective strategy to engage the reluctant B2B buyer who is actively searching for guidance and information online, often involving social media, before making a complex purchase decision.

Customer Surveys 100

Customer Surveys B2B Marketing Content Marketing B2B 100

Everything Technology Marketing

MAY 9, 2012

Most B2B vendors have already optimized their websites for organic search engine rankings. While further optimization can yield some marginal improvements in rankings, B2B marketers have shifted their focus to offsite tactics such as back links on quality sites to deliver a significant impact on rankings and traffic. With the explosion of social media, Google and other search engines have included social media activity into search results and into the algorithm used to calculate website ranking

Social Media 100

Social Media Media Vendors Advertising Agencies 100

Everything Technology Marketing

APRIL 26, 2012

The marketing technology landscape can be quite confusing. There are dozens of solution categories, each with dozens of great vendors. Where to start? I ran across this great infographic by the guys over at WordStream that shows a map of the most important marketing technology categories and the leaders in each category.

Vendors 100

Vendors Marketing 100

Everything Technology Marketing

APRIL 15, 2012

For B2B marketers, webinars are not only a great lead generator and essential part of a solid content marketing strategy, they can also offer a great educational opportunity to learn what other marketers are doing to drive awareness, engage prospects, and generate revenue. Here are a couple of new marketing webinars you might enjoy. For a complete list of B2B marketing webinars, check out the B2B Technology Marketing Channel on BrightTalk.

Webinar Metrics 100

Webinar Metrics B2B Marketing B2B Case Studies 100

Everything Technology Marketing

JANUARY 31, 2012

Happy New Year! It is time again for our annual B2B Marketing "predictions". As every year, I asked the 25,000 marketing professionals in the B2B Technology Marketing Community on LinkedIn about their B2B marketing priorities for 2012. And here are the results: 1 - Integration of social media Social media remains the #1 topic in 2012. Social media has clearly evolved from the experimental stage to become an established marketing tactic and lead generator in 2011.

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Lead Ranking Marketing Management 100

Everything Technology Marketing

NOVEMBER 16, 2011

With 2011 coming to a close, what do you think will be the major trends and priority shifts for B2B marketers in 2012? Take the 2-minute survey to share your thoughts: [link] You will receive a copy of the survey report as a thank you!

Customer Surveys 100

Customer Surveys Trends B2B Marketing B2B 100

Everything Technology Marketing

MAY 31, 2011

SlideShare views for the new report " 2011 B2B Content Marketing Trends " are off the charts - looks like we have a topic that is really resonating with B2B marketers. This new report is the result of a survey I conducted with the 20,000 member B2B Technology Marketing Community on LinkedIn to better understand the current state of content marketing, and to identify key challenges as well as best practices.

Marketing Report 100

Marketing Report Trends B2B Marketing Content Marketing 100

Everything Technology Marketing

APRIL 27, 2011

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? We asked 20,000 members of the B2B Technology Marketing Community on LinkedIn what metrics they use to measure the success of their content marketing initiatives.

Content Marketing 100

Content Marketing Paid Search Agency Advertising Agencies Content 100

Everything Technology Marketing

APRIL 17, 2011

In our last post we reviewed the key objectives of B2B content marketing initiatives as indicated by our 20,000 member survey. Now, let's take a look at popular content formats and delivery channels. How well are they performing for B2B marketers? What Content Formats Are Most Effective? The chart below shows a blended ranking of the most popular content formats (BTW, not only the "effective" but also the "neutral" ratings influence the overall blended ranking).

Advertising Channels 100

Advertising Channels B2B Marketing Content Marketing B2B 100

Everything Technology Marketing

APRIL 12, 2011

Our B2B content marketing survey is the most popular survey we have produced to date. We asked over 20,000 B2B marketing professionals to share their collective insight on B2B content marketing issues, trends, and preferences. After the first couple of hundred responses, patterns and trends have stabilized - a clear sign that we are getting close to a representative sample size.

B2B Marketing 100

B2B Marketing B2B Thought Leadership Marketing Automation Services Content Marketing 100

Everything Technology Marketing

APRIL 4, 2011

B2B buyer behavior has been changing dramatically over the last few years as buyers increasingly refuse to be interrupted by outbound marketing tactics. Content marketing has emerged as a highly effective strategy to engage the reluctant B2B buyer who is actively searching for guidance and information online before making a complex purchase decision.

Customer Surveys 100

Customer Surveys B2B Marketing Content Marketing Webcast 100

Everything Technology Marketing

MARCH 14, 2011

The cloud is all the rage these days. Saugatuck Technology's Bruce Guptill released some interesting market research predicting that by 2014 the majority of new corporate B2B software purchases will be in the form of cloud software solutions (SaaS) rather than traditional on-premise software. This is a significant tipping point, after which adoption of cloud services is expected to further accelerate.

Marketing Automation Services 100

Marketing Automation Services Budget Programs Software Lead Ranking 100

Everything Technology Marketing

FEBRUARY 19, 2011

One of my recent posts (“ The Top-10 B2B Marketing Trends for 2011 ”) received a lot of great comments. The number one marketing trend for 2011, according to the 17,000 member B2B technology marketing group on LinkedIn, is the increasing integration of social media with traditional marketing tactics to drive qualified leads. John Cook’s comment to the blog post got straight to the point: "How do you accomplish this”?

Social Media 100

Social Media Sales Qualified Leads Lead Ranking Lead Scoring 100

Everything Technology Marketing

JANUARY 27, 2011

There are literally thousands of marketing books available today. A handful of them stand out as most influential on the art and science of marketing. But which books should be in the top-10 list of "must read" marketing books? To get an answer, I conducted a quick survey among the 17,000+ members of the B2B marketing community on LinkedIn. After collecting and analyzing hundreds of your survey responses, here is the "ultimate" top-10 list: The Top-10 List of Marketing Books Crossing the Chasm (

Word of Mouth 100

Word of Mouth Emarketing Cross-Selling Funnel Advertising 100

Everything Technology Marketing

JANUARY 1, 2011

Happy New Year! It is January and time again for the obligatory 2011 predictions. Many marketing experts have strong opinions on what they think will happen in 2011. Instead of coming up with what I think is going to change in the B2B marketing world in 2011, I decided to ask you and tap into the combined wisdom of over 17,000 marketing professionals in the B2B Technology Marketing Community on LinkedIn.

Work Management 100

Work Management B2B Marketing Marketing Management Lead Ranking 100

Everything Technology Marketing

DECEMBER 1, 2010

With 2010 coming to an end, it is time for a quick review of the most popular B2B marketing posts on the Everything Technology Marketing blog. The 10 Most Popular Blog Posts (by number of re-tweets) 1 - 5 Steps to B2B Marketing Success (100) 2 - The Brave New World of B2B Marketing - Are You Ready? (98) 3 - Is Traditional B2B Marketing Dead? (87) 4 - What B2B Marekting tactics are Up, Down, Flat?

B2B Marketing 100

B2B Marketing B2B Social Media Customer Surveys 100

Everything Technology Marketing

NOVEMBER 23, 2010

The previous B2B market segmentation exercises ( Part 1 | Part 2 ) likely produced a large number of potential target segments. If focus is one of the reasons for segmentation in the first place, then having too many segments will obviously distract from this goal. To narrow down our list of segments, we need to create a handful of criteria to assess and evaluate the candidate segments in order to prioritize and filter out the non-viable segments.

Segmentation 100

Segmentation B2B Marketing B2B Barriers 100

Everything Technology Marketing

NOVEMBER 16, 2010

The B2B Technology Marketing Community on LinkedIn conducted a survey earlier this year to explore the rapidly changing landscape of social media in the context of B2B marketing. The survey generated over 270 responses from B2B marketers - and the results are in! SURVEY HIGHLIGHTS Social media shows the biggest increase in use among all B2B marketing tactics over the last 3 years B2B marketers cite using social media primarily for raising awareness (76 percent), then for lead generation (58 perc

Social Media 100

Social Media Customer Surveys Social Marketing B2B Marketing 100

Everything Technology Marketing

OCTOBER 22, 2010

MarketingSherpa asked more than 900 B2B marketers how they expect their marketing budgets to change for 2011. The results are in: The majority of B2B organizations are increasing marketing budgets for inbound marketing tactics, including social media, virtual events and webinars, SEO and PPC. When considering outbound marketing tactics such as telemarketing, direct mail and print advertising, the majority of B2B organizations are either not changing or decreasing budgets.

Marketing Budget 100

Marketing Budget Allocation B2B Marketing Trends 100

Everything Technology Marketing

OCTOBER 18, 2010

According to MarketingSherpa , the top challenges for B2B marketers are becoming, well, more challenging. 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.

B2B Marketing 100

B2B Marketing High Quality Lead B2B Lead Ranking 100

Everything Technology Marketing

OCTOBER 10, 2010

In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Let's take a closer look at actual implementation of market segmentation. The biggest segmentation error that people make is to start with the "who" or "what" and segmenting the market using criteria such as industry verticals, company size or geography and other dimensions because this data is easy to gather.

Segmentation 100

Segmentation Lead Ranking B2B Marketing Lead Scoring 100

Everything Technology Marketing

AUGUST 22, 2010

Marketing segmentation is about subdividing markets into segments of customers that have similar needs and behaviors. This way, vendors can optimize their product offering, marketing, and sales approach to meet the specific requirements of the segment better and more cost efficiently than the competition. But the craft of identifying and selecting the right segments is too often rushed and under-appreciated.

Segmentation 100

Segmentation Allocation Marketing Automation Services B2B Marketing 100

Everything Technology Marketing

AUGUST 1, 2010

We are conducting a survey of B2B marketing professionals. One of the questions is asking participants to select the biggest challenges B2B marketers face when it comes to social media. Here is a summary of the top-5 challenges the survey identified so far (n = 253). The most selected answer with 56 percent is (1) measuring the results. Not surprising considering that the right metrics and goals associated with social media are still evolving.

Social Media 100

Social Media Customer Surveys Social Marketing B2B Marketing 100

Everything Technology Marketing

JULY 10, 2010

We often discuss in this blog how B2B marketing is becoming more complex, and how to manage this complexity. 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. I have always liked frameworks to make sense of this complexity, and add some structure to identify focus areas and value drivers, dependencies and hierarchies - all to make complexity a bit easi

Work Management 100

Work Management B2B Marketing Marketing Management Paid Search Agency 100

Everything Technology Marketing

JUNE 22, 2010

Here is another interesting result from the B2B social media survey. I was surprised to learn that a plurality of B2B marketers (45%) say they don't have ANY metrics in place for measuring social media effectiveness. None. Something tells me that B2B marketers will get away with this only for a short time until investment in social media comes under increased scrutiny.

Social Media 100

Social Media Customer Surveys Peer-to-peer Media 100

Everything Technology Marketing

JUNE 19, 2010

Last week, we talked about the changing B2B marketing mix (" Is Traditional B2B Marketing Dead? " which caused a heated debate about whether these changes are real and consequential). Let's take a look at some data. We are currently conducting a social media survey among B2B marketing professionals, and one of the questions is aimed at better understanding what activities marketing teams are doing more or less of than 3 years ago.

Customer Surveys 100

Customer Surveys Tactics Webinar Metrics B2B Marketing 100

Everything Technology Marketing

JUNE 18, 2010

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. One of the interesting topics that came up was outsourcing. As you know, more and more corporate functions are moving to a service and subscription based model where companies aggressively outsource everything that is not core to the business in order to gain advantages related to cost, scalability, and agility.

Work Management 100

Work Management Marketing Management Marketing Automation Services B2B Marketing 100

Everything Technology Marketing

JUNE 12, 2010

Earlier this week, I was on a panel at the WIT event "The Intersection of Marketing & Technology" in McLean, VA. One of the discussions was about the dramatic changes happening in B2B marketing today and what the future will hold. The question "Is traditional B2B marketing dead?" ignited a lively discussion. I think we are experiencing nothing short of a major disruption in marketing today.

B2B Marketing 100

B2B Marketing Planning B2B Marketing 100

Everything Technology Marketing

JUNE 10, 2010

B2B marketing is undergoing dramatic change. Traditional marketing tactics are losing effectiveness, and new tactics such as social media are still perceived as unproven. And while social media is a success story in consumer markets, adoption in B2B markets is still lagging. The LinkedIn B2B Technology Marketing Community is conducting a comprehensive, vendor neutral survey of B2B marketing executives and professionals to better understand the state of social media in the evolving B2B marketing

Social Media 100

Social Media Customer Surveys Peer-to-peer B2B Marketing 100

Everything Technology Marketing

MAY 24, 2010

Your B2B markets are changing rapidly. It is now harder than ever for B2B vendors to get the attention of our audiences. The effectiveness of traditional push marketing is rapidly declining, marketing budgets and headcounts have been slashed over the last few years (while output expectations have increased), and the availability of new technologies for marketing automation is leaving many B2B marketing professionals scratching their heads.

Work Management 100

Work Management Marketing Management Marketing Budget B2B Marketing 100