Marketing Resources: High-Tech Marketing

• Case Study: In a SaaS World, Customer Feedback Drives Competitive Advantageby Barbara Bix
  At Kadient—a company that now delivers interactive Sales Playbooks—customer satisfaction is more important than ever. As the company began development of a SaaS product for a new market, here's how the management team readied a formal process for gathering customer ...
  More articles on B2B Marketing, Case Studies, Customer Experience, High-Tech Marketing
• Three Ways to Improve Your Lead-Nurturing Strategyby 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 ...
  More articles on Customer Experience, Email Marketing, High-Tech Marketing, Lead Nurturing, Marketing Tips, Telemarketing
• What Makes a Marketing Champion? An Interview With Matt Strain of Adobeby 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 Tierneyby 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 ...
  More articles on Google, High-Tech Marketing, Website Design
• MarketingProfs Podcast: Eduardo Conrado, Using Thought Leadership to Position Motorolaby 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 ...
  More articles on B2B Marketing, High-Tech Marketing, International Marketing, Positioning
• MarketingProfs Video: RSS—REALLY Simplifiedby 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 ...
  More articles on High-Tech Marketing, New Media, RSS, Websites
• Marketing to Small Businesses: What You Need to Knowby 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.
  More articles on High-Tech Marketing, Marketing Strategy, Small Business
• 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 ...
  More articles on Collaboration, Customer Advisory Programs, Customer Engagement, High-Tech Marketing, Marketing Strategy, Marketing Tips
• The New Market Power: A Democratic Exchangeby 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 ...
  More articles on High-Tech Marketing, Interactive Marketing, Marketing Challenges, Social Media
• Four Essential Tips for Building Quantifiable Marketing Programsby 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.
  More articles on Collaboration, High-Tech Marketing, Measurement, ROI
• BearingPoint's Paul Dunay: Marketer on a Mission to Demonstrate Differentiation, Positioning and Brandingby 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 ...
  More articles on B2B Marketing, Blogging, High-Tech Marketing, International Marketing, Social Media, Word of Mouth
• The 'Freemium' Business Model: Not Quite a Slam-Dunkby 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 ...
  More articles on Customer Acquisition, Customer Engagement, High-Tech Marketing
• How to Scale: Solution-Selling With Your Channelsby 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 ...
  More articles on Channel Marketing, Collaboration, High-Tech Marketing, Measurement, Sales, Small Business
• The (Shiny and New) Way to a Woman's Heartby 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. ...
  More articles on Ad Copy, High-Tech Marketing, Targeting, Women
• Segmentation in a Web 2.0 World—and Beyondby Nilofer Merchant
  More articles on Customer Engagement, High-Tech Marketing, Segmentation, Social Media
• 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.
  More articles on High-Tech Marketing, Marketing Strategy, Sales
• Ten Major Asymmetries on the Software Market Landscapeby 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 ...
  More articles on Collaboration, High-Tech Marketing, Marketing Strategy
• Customer-Centric Champion: Cheryl Keener at Network Applianceby 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 ...
  More articles on Collaboration, Customer Engagement, Customer Relationships, High-Tech Marketing
• Cutting-Edge, Mission-Critical Analysis: Steps to Avoiding Overused Gobbledygookby 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, ...
  More articles on B2B Marketing, High-Tech Marketing, Press Releases, Public Relations, Web Copy, Writing

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• Four Ways to Translate Technospeak into Your Customer's Language
  "Writing marketing content for technology companies is not so much writing as it is translation from a foreign language," writes Cheryl Goldberg in a post on the High-Tech Communicator blog. ...
  More articles on High-Tech Marketing, Marketing Tips, Sales, Writing
• Organic Search Drives Software-Buying Decisions
  Most high-tech companies understand that SEO is a critical channel for driving new clients, revenue and brand exposure. Organic search results are used widely by software buyers to find and ...
  More articles on High-Tech Marketing, Sales, Search Engine Marketing, SEO
• Five Essential Ingredients of a Social Tech Community
  Much has changed since the earliest days of social media, when technology vendors were experimenting with online communities to foster partner communications. Some communities have grown to become powerful, thriving ...
  More articles on Community, High-Tech Marketing, Sales, Social Media, Videos
• How to Reduce the Stress of Tech Selling
  Though the recession is over and the economy is in recovery, most IT managers are still holding back on their spending—adding even more stress to an already lengthy sales cycle. ...
  More articles on High-Tech Marketing, Lead Nurturing, Sales
• Four Ways to Optimize Your Digital Marketing Spend
  The recession has provided even more momentum to the ongoing shift to digital. Tech marketers are expected to increase their marketing budgets on average 3.7% in 2010, according to IDC. ...
  More articles on Digital Marketing, High-Tech Marketing, Marketing Tips, Sales
• Three Ways to Engage Prospects in a Buyer-Controlled Sales Cycle
  With vast Web-based resources now available to evaluate products and services, tech buyers are no longer dependent on Sales for information about purchases. Buyers don't want or need to engage ...
  More articles on Customer Acquisition, High-Tech Marketing, Sales
• How IT Vendors and Partners Use Social Media
  Can social media really revolutionize the way people collaborate in the channel? Though many IT vendors now use social platforms to support specific product launches and major events, 32% say ...
  More articles on High-Tech Marketing, Sales, Social Media
• Warning: This May Electrify the Engineer Geeks in Your Audience
  Engineers are smart, competitive, time-constrained, and of course geeky. So how does a high-tech marketer connect with such a consumer segment? Give them what they want: smart, funny content that ...
  More articles on Customer Evangelists, High-Tech Marketing, Sales
• How to Get SaaS Pricing Right
  Setting SaaS [software as a service] pricing is an important but daunting task for most early stage start-ups, especially when they don't have a track record. The first task in ...
  More articles on High-Tech Marketing, Pricing, Sales
• Partner With Peers for Profit
  More and more tech vendors are incorporating technology and service specializations into their channel programs, promising stronger partner benefits—provided specific training and business requirements are met. Meanwhile, IT customers are ...
  More articles on High-Tech Marketing, Networking, New Media, Sales
• Dive Deep Into Your Customer's Vertical
  Tech companies still find it difficult to design, market and deliver actual solutions to their customers' business problems. Though execs talk internally about solving customer problems, they often come at ...
  More articles on High-Tech Marketing, Sales, Value Propositions
• Three Ways to Stink at SaaS Marketing
  SaaS [software as a service] companies typically spend more on sales and marketing as a percentage of revenues than their on-premise software counterparts; and for most SaaS providers, customer acquisition ...
  More articles on High-Tech Marketing, Marketing Plans, Sales
• Tech Buyers Get Serious With Social Media
  Technology buyers are aggressively adopting social media to help them make business decisions—most often using the new social channels to complement traditional decision-making approaches and information sources, according to a ...
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• Summer Studies: Building a Business Case
  The slower months of summer can be a great time to write up case studies of successful projects you've done this year but haven't had time to brag about. The ...
  More articles on Case Studies, High-Tech Marketing, Sales
• Maximize Sales 2.0 Information
  Social technologies, which have permanently changed consumer buying habits, have begun to influence B2B buying as well. Prospects compare prices online, use professional and social networks to get third-party opinions ...
  More articles on B2B Marketing, High-Tech Marketing, Sales, Social Media
• High-Tech Webinar Success
  Looking for ways to introduce a new product or solution—or generate business leads? Hosting a webinar is a relatively easy and inexpensive option, provided your goals are defined at the ...
  More articles on High-Tech Marketing, Sales, Webinars
• Social Media a Top Lead-Gen Channel for Tech Marketers
  Over two-thirds of high-tech marketing professionals (68%) say lead generation is their top marketing priority this year and 74% cite social media as among the top emerging marketing channels for ...
  More articles on Channel Marketing, High-Tech Marketing, Lead Generation, Mobile Marketing, Research Summaries
• Stepping out (of Your Comfort Zone)
  It's hard enough to keep up with new technology, so when it comes to selling IT, you might find yourself stuck using familiar tactics, even when business challenges signal otherwise. ...
  More articles on High-Tech Marketing, Sales, Targeting
• Tech Web Copy: Easy Does It
  Reading on the Web is difficult. Computer monitors have low screen resolution, and their projected light quickly makes our eyes tired. At most, your prospects read 28% of the words ...
  More articles on High-Tech Marketing, Marketing Tips, Sales, Web Content, Web Copy
• Gotta Have It: Web Registration Form
  Now that you have your marketing-automation system in place, is it really necessary to use those sorry Web registration forms when collecting leads? After all, you already know who these ...
  More articles on High-Tech Marketing, Landing Pages, Sales

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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.
  More case studies on Advertising, Case Studies, Customer Engagement, Customer Experience, High-Tech Marketing, Humor, Marketing Budgets, PPC Campaigns, Social Media, Targeting
• 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.
  More case studies on Blogging, Brand Awareness, Case Studies, High-Tech Marketing, Social Media, Twitter, Webinars

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High-Tech Marketing online seminar broadcasts from the best minds in marketing

• Getting Brand Exposure with an iPhone App: Easier (and Cheaper) Than You ThinkBroadcast on 12/10/2009
  More seminars on Branding, High-Tech Marketing, Hiring Outside Resources, Marketing Smarter, Mobile Marketing, Smart Phones

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