• Three Ways to Improve Your Lead-Nurturing Strategy by Kathy Rizzo
  Although more than 80% of high-tech marketers say they have a lead-nurturing strategy, 64% say their strategy needs improvement, according to a February 2008 survey by TeleNet Marketing Solutions. As for which areas of overall lead-generation strategy tech marketers would like ...
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• What Makes a Marketing Champion? An Interview With Matt Strain of Adobe by Roy Young
  Matt Strain is director of worldwide relationship marketing at Adobe, where after just three years he is recognized as a Marketing Champion who adds financial value to the company. He has had a distinguished career in technology marketing. He recently ...
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• Marketing Champions: Interview With Cisco's Luanne Tierney by Roy Young
  Luanne Tierney, Senior Director US and Canada Channels Marketing at Cisco, has had a 20-year career in technology marketing—the past 12 years at Cisco, and before that at Apple, HP, and 3Com. She is a "Marketing Champion," because she drives ...
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• MarketingProfs Video: What Is an API? by Matt Dickman
  Not a day goes by when I don't see complex technical terms thrown around in the press or on blogs. I often wonder whether the average marketer knows what half of these terms mean. This series of articles and videos is ...
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• MarketingProfs Podcast: Eduardo Conrado, Using Thought Leadership to Position Motorola by Paul Dunay
  Eduardo Conrado is the Vice President of Global Business and Technology Marketing & Communications for Motorola. His role encompasses three of Motorola's four primary businesses with revenues of over $17 billion: Home & Networks Mobility, Government & Public Safety, and ...
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• MarketingProfs Video: RSS—REALLY Simplified by Matt Dickman
  Marketers may be from Venus and IT might be from Mars, but marketers nonetheless need to understand what the IT guys are talking about. In a new series of short videos, Matt Dickman simplifies technobabble into a framework that marketers ...
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• Marketing to Small Businesses: What You Need to Know by Niti Agrawal
  You might be an expert when it comes to marketing to large businesses. But selling your products and services to smaller companies requires an entirely different strategy.
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• Five More Keys to Engaging the Customer to Produce Real Innovation: Lessons From LEGO (Part 2 of 3) by Leland Shaeffer
  Part one of this three-part series examined the overall role the customer can (and should!) play in innovation. Here is a deeper look at five specific ways that Marketing can engage the customer in the innovation process, using examples from ...
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• The New Market Power: A Democratic Exchange by Nilofer Merchant
  Market power used to be much like a big castle surrounded by high walls and a moat to control access. If the old-school world was the castle and the moat, the new model is more like an aerial view ...
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• Four Essential Tips for Building Quantifiable Marketing Programs by Becky Sheetz-Runkle
  Often regarded as a soft science, the ROI of marketing programs can be difficult to measure. Here are essential tips that should form the basis of the initial stages of your quantifiable marketing strategy.
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• BearingPoint's Paul Dunay: Marketer on a Mission to Demonstrate Differentiation, Positioning and Branding by Suzanne Lowe
  How rare is it to see a senior marketer from any professional service firm—even one as prominent as BearingPoint—leading a series of cutting-edge conversations that do not appear to be directed at just his internal colleagues? We checked in with ...
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• The 'Freemium' Business Model: Not Quite a Slam-Dunk by Nilofer Merchant
  Can you make money by giving away your product? Absolutely—and companies like Adobe (PDF Reader) and Macromedia (Shockwave Player) have proven it. With Web 2.0, consumers have gotten a lot of things at no cost due to various monetization practices—and ...
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• How to Scale: Solution-Selling With Your Channels by Dylan Charles
  Changes in the way customers buy technology are stressing existing vendor channel and partner organizations, processes, and capabilities. As a result, companies need to rethink the ways they allocate their channel marketing resources and how they use marketing infrastructure to ...
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• The (Shiny and New) Way to a Woman's Heart by Marti Barletta
  Mother's Day is almost here, a day filled with fresh flowers, delicious dark chocolates, fancy fragrances, and gem-filled jewelry. But is that really the way to a woman's heart? What'll really make her swoon is sleek, metal, shiny, and fast. ...
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• Segmentation in a Web 2.0 World—and Beyond by Nilofer Merchant
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• Stunningly Awful Software Evaluations—A Strategy of Foolish Hope? by Peter Cohan
  Practicing these eight simple strategies will help reduce your quarterly revenues, delay deals, and consume resources foolishly. But making a few changes may move you from being a "victim of momentum" to achieving your numbers predictably.
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• Ten Major Asymmetries on the Software Market Landscape by Joseph Bentzel
  Startup and emerging independent software vendors (ISVs) in the current market landscape are confronted with an asymmetric playing field that is fast defining the ground rules for marketing strategy development. The 21st century software industry is superpower-dominated, and today's software marketers ...
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• Customer-Centric Champion: Cheryl Keener at Network Appliance by Roy Young
  Cheryl Keener, recently named senior director of customer development at Sunnyvale, CA-based Network Appliance, leads her company's "Evidence to Win" program. In part, the program is designed to cultivate positive relationships with major customers by documenting the success stories that ...
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• Cutting-Edge, Mission-Critical Analysis: Steps to Avoiding Overused Gobbledygook by David Meerman Scott
  Just as teenagers use catch phrases, certain words and phrases crop up again and again in Web sites and news releases—so much so that the gobbledygook grates against nerves. Well, duh. Like, companies, yeah, they just totally don't communicate very well, ...
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• High Tech Marketing/Business Model Boot Camp: Stepping up to the Microphone (Part 6 of 6) by Nilofer Merchant
  Can you imagine what it would be like to charge 20-200% more than your competitor and own market category dominance? This final part of the Boot Camp series focuses on ways your organization can increase its economic power.
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• VARs: Be Yourselves
  A value-added reseller's identity is not just about the vendors it keeps. In a tough economy and an ever-changing business environment, smart solution providers are working hard to promote their ...
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• Fear Not, Numerophobics
  Speculate all you want about how successful an online marketing campaign has been. But once someone brings hard data to the table, all bets are off: The answers are plain ...
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• Successful Selling: Hitting the Trifecta
  There are three elements to selling: access, influence and delivery. Whether you work in sales or marketing, whatever you do must impact one of those elements—that is, give you access to ...
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• Why Salespeople Fail
  "It's a battle of the plans, and the person with the stronger plan wins," says Steven Kraner at Hightechguru.com, and it's the main reason why high-tech salespeople fail. Technology buyers ...
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• Ready—Set—Deliver
  Your offer could be good—heck, your offer could be great—but still not compel your email subscribers to take action. Why? What is the magic that leads to great email conversion ...
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• The Big Picture: Consider It
  These days it seems there's no time to take your foot off the accelerator—even for a few minutes—to consider the big picture: your marketing plan. But while economic uncertainty makes ...
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• Marketing Gets SaaS-sy
  If you are assessing your company's readiness to add SaaS providers to your partner base, it's important to consider the strategic differences that underlie a SaaS strategy. "You'll need to ...
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• Consultative Selling: Staying Above the Fray
  The economic downturn in the technology sector has put a squeeze on resellers' margins. Not surprisingly, many value-added resellers (VARs) are looking to their professional services—not just products sales—to hit ...
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• 'Oh, and Here's Another Neat Thing...'
  Heard those words in a software demo lately? Regardless of how important the demo can be in a complex B2B sale, it's not hard for you, or your customers, to ...
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• Whitepapers: Publish AND Promote, or Perish
  For small companies, technology whitepapers can be time-consuming and expensive to produce. Depending on the topic, they can also be highly perishable, with a relatively short shelf life. So it ...
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• The Truth Hurts
  On the coattails of the social-media revolution, a wave of new Web 3.0 possibilities marches into view. For resellers who haven't seen the writing on the Web 2.0 wall, here's ...
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• A Match Made in E-Heaven: Twitter and Email
  While vigorous debate continues over Twitter's real business value—and its long-term viability—high-tech executives and marketers are experimenting with Twitter today, using it to nurture relationships and improve their visibility by ...
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• Selling in the Brave New Economy
  Sales techniques that succeed in a strong economy can work against you in a weak one. The reason, says Bruce Wedderburn in the whitepaper "Five Questions Your Clients Are Asking," ...
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• Webinar Invitation Success: Less Is More
  When it comes to webinar campaigns, less is usually more. Relying on a "spray and pray" approach may drive attendance numbers initially—but often leads to higher drop-off rates and fewer ...
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• Stuck In the Middle with SaaS
  Ever since the Web delivered reliable and low-cost connectivity, software as a service (SaaS) has evolved into a formidable business model. Profiting from SaaS, however, continues to challenge the industry. ...
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• Revelations in Marketing Automation
  IDC's CMO Advisory Practice is in the midst of its 2009 Tech Marketing Benchmark study, gathering marketing research data from hardware, software and services vendors. The study conclusions will inform ...
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• Clients Don't Buy Tech, They Buy You
  Software and software as a service (SaaS) companies are often so enamored with the features of their technologies that they're prepared to shout them from the nearest rooftop, calling out ...
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• B2B Buying Shifts to Higher Gear
  B2B buying has changed: Customers have more control than ever over what information they see—and choose to dismiss. They're also using social media to learn about technology and solution providers. ...
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• Solution Selling: The Answer Is in the Question
  "Judge a man by his questions rather than his answers," Voltaire wrote over 200 years ago. So true, especially early in the sales process, as you and your prospect get ...
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• Case Study as Mirror: Reflect Your Audience's Concerns
  Imagine this scenario: Your engineering team is about to close out a flawlessly executed systems job, and your customer is thrilled because the solution is already performing beyond expectations. ...
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High-Tech Marketing case studies, deconstructing real life examples and illustrating lessons learned

• How to Spark Fanatical Engagement and Advocacy by Heroically Tapping Into User Interestsby Cisco Systems
  CASE STUDY: Forget the norms. For Cisco Systems, reinvigorating its security line and authenticating its leadership spot meant something truly heroic.
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• How a Technology Firm Used Social Media to Build Awareness for Its Web-based Monitoring Productby Radian6
  CASE STUDY - How does a social-media monitoring company build excitement for its flagship product? In the case of Radian6, it leveraged (you guessed it) social media and the medium's inherent word-of-mouth properties. Here's how.
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High-Tech Marketing online seminar broadcasts from the best minds in marketing

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