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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. ...
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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 ...
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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 ...
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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. ...
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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. ...
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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 ...
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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 ...
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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 ...
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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 ...
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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 ...
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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 ...
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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 ...
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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 ...
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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 ...
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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 ...
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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. ...
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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 ...
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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 ...
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Virtual Community, Real Recognition
Many B2B companies use social networking as a way to keep their customers up to date on key business developments and success stories. But social media are "not so much ...
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