One of my passions outside of writing marketing copy for software and technology and other B2B companies is keeping tropical fish, especially the Discus. The other day I was thinking about what keeping tropical fish such as the Discus can remind us about B2B buying cycles. Keep Your Eye on Them and What They’re Telling … Read more
Maybe, indirectly. Content marketing could certainly be affecting your conversions and marketing ROI. I’ll tell you why in just a few ways. Before I do though, how about a fitting quote: “Plus ça change, plus c’est la même chose.” (“The more things change, the more they stay the same) – French novelist Alphonse Karr (1808-90) … Read more
You may know that using case studies (or success stories) are one of the best ways to show proof and remove risk in the minds of your buyers. The problem is, it can be difficult to get your customers to go on record with their experiences, due to liability and company image concerns to name … Read more
What is the only thing worse than a missed sales opportunity? Many more missed sales opportunities. Better still … what causes missed sales opportunities? According to the 2013/2014 Tech Target Media Consumption Research Brief, opportunities are lost to competitors because tech vendors do not have the right content to give to buyers at the right … Read more
As we soon approach another new year, I have you ask you: Does your software or tech company use an editorial calendar in your content marketing strategy? According to Content Marketing Institute and MarketingProfs, 44% of respondents to their 2014 Marketing Trends study said they do have a content marketing strategy. For the 56% of … Read more
For many B2B high tech companies, getting more leads has been a constant concern. At the same time, every company always wants to convert more sales. A 2013 eMarketer study found that 58% of B2B marketers said improving lead quality is now their most-pressing concern rather than simply generating more leads. This is certainly a … Read more
For many B2B high tech companies, getting more leads has been a constant concern. At the same time, every company always wants to convert more sales. A 2013 eMarketer study found that 58% of B2B marketers said improving lead quality is now their most-pressing concern rather than simply generating more leads. This is certainly a … Read more
3 Ways to Shorten Sales Cycles Your CEO Will Love Recently I was poking around TechTarget.com and found a research brief entitled “Marketing Strategies vs. IT Buyer Demands” particularly insightful. Just as it sounds, this brief looked at the factors that help high tech marketers align their marketing and sales efforts with the IT buyer’s … Read more
The High Tech Marketer A monthly Advisory for Qualified Lead Generation What increases email marketing ROI? According to a June 2013 study by Ascend2 and Research Underwriters, increasing email marketing ROI is the objective of 40% of marketers with a superior strategy. Recently I got a tragic email from someone pitching a high tech service. … Read more
Overcome Prospect Concerns with a White Paper? When you think about the best advantages of publishing a quality white paper, do you think about: generating quality leads? creating thought leadership in your market? Those are two well-known wins you could expect from using a white paper. But you know what? There are even more reasons … Read more