BusinessWire & Asia Pulse & UAE Govt News
IDG Connect’s global content survey of 3,217 IT professionals in 114 territories reveals that whilst 72% of respondents find vendor white papers extremely useful, the majority outside of North America still struggle to find the localised content they need. Results suggest that although this is an issue worldwide, it is a greater problem in developing markets. Read more
Whenever you think about distributing press releases, you probably focus on targeting key members of the media or maybe publishing them on various online press release directories. But did you know you can get even more from your press releases by sending them to clients and prospects?
Here are a few of the key benefits of this press release distribution strategy…Read more
Everything Technology Marketing
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 B2B purchase decision. Read more
In the B2B market, long, complex sales cycles come with the territory and can last anywhere from 6 months to 3 years. Therefore, lead nurturing is a critical part of many organizations’ sales processes. In the Lead Nurturing Cookbook, we offer a recipe for building long-term lead nurturing processes marketers can implement using their marketing automation platform. Brian Hansford, Founder and CEO of Zephyr 47, an agency that specializes in helping organizations implement and improve their lead management processes, participated as an “Guest Chef” on this recipe offering marketers advice on how to successfully execute a long-term lead nurturing program.
I caught up with Brian and asked him to expand on the insight he offers in the Cookbook and help you understand what factors are important to consider when building a long-term lead nurturing program. Read more
Data-driven decision making in business has been drawing a lot of attention. McKinsey and IBM are both doing work in this area, and recent work at MIT has shown that productivity improvements on the order of 5 percent to 6 percent result from adoption of data-driven decision making.
Exploration of data-driven decision making in marketing, where there is more data than ever before, has been much more limited. While considerable work is being done in marketing measurement, the impact on business results of data use in marketing decisions has not been addressed. Read more
Majority of companies align marketing programs; few believe efforts successful
From Facebook to the phone book to ebooks, companies hardly lack available marketing channels. But as companies disseminate budget and resources across multiple ad formats and channels, it becomes paramount for internal stakeholders to integrate messaging, programs and ad measurement to ensure a concentrated brand experience across mediums.
Findings from the Direct Marketing Association (DMA) show… Read more
The average period chief marketing officers hold a job jumped from 34.7 months to 42 months last year, an increase of more than half a year within the space of a year. That’s according to an annual study conducted by the executive search consulting firm Spencer Stuart.
Why did this happen? “I think the biggest driver in this year’s statistics was economic unrest,” says Spencer Stuart executive Greg Welch, who initiated the study. “Typically we see that when the economy is shaky, many executives decide to stay the course and stick with their current company. Just now as the stock market has returned, we are seeing some true star marketers decide to investigate alternative paths, though.”
The findings vary considerably by industry. Read more
BtoB Daily News
BtoB launches a new blog called BtoBlog which can proudly boast of contributions from marketing experts from companies such as Intel, Forrester etc.
Meet the BtoB team here.
Read the BtoBlog here.
BtoB/IDC’s Rich Vancil
Thank you to BtoB magazine for the invitation to blog! As a starting blog, I will stick to what I know best—the status and direction of tech marketing budgets and investment priorities. For those who don’t know my work, it is “heavy” on the research, based on IDC’s deep audits of the marketing budgets at most of the world’s top tech brands.
Tech marketing budgets have finally emerged from the grip of the 2008-2010 recession, and the average marketing budget for a large tech vendor will increase by 8% this year. Good news. Read more