High-Tech Marketing

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• Social Marketing Ahead of the Curve
  Advances in social technologies continue to add complexity and risk to the decisions marketers make every day. Wherever you find yourself along the adoption curve, "be deliberate in your adoption ...
  High-Tech Marketing, New Media, Sales
• LinkedIn: Time to Plug and Play
  The rise of search engine optimization (SEO) was a huge change for the marketing profession. But for B2B marketers, there's a new game in town: LinkedIn Search Optimization, or LSO, ...
  B2B Marketing, High-Tech Marketing, Keywords, LinkedIn, Sales
• Event Attendance: IBM Gets Social
  When IBM suspected that a bad economy and widespread IT budget cuts would negatively affect attendance at its IMPACT 2009 SOA conference, it devised a strategy that used social networking ...
  Customer Relationships, High-Tech Marketing, Sales, Social Networking
• The Birth of a Blog
  When building an online community, there are some underlying principles that hold true whether a company is large or small, and among those is a genuine commitment to openness and ...
  Community, High-Tech Marketing, Sales
• Tapping the Potential of Online Demos
  An online demo is a powerful tool that can connect your prospects with your software in minutes, showcasing a full array of features and helping you drive home the value ...
  High-Tech Marketing, Online Marketing, Sales
• Brewing up Great Social-Media Content
  IT buyers are among the most active participants in social media. In fact, over half of technology decision-makers employed some type of social media, according to Forrester Research. So there's ...
  High-Tech Marketing, Sales, Social Media, Writing
• A Guiding Light for Your Brand
  Whether your company is large or small, your brand is an important asset you can't afford to squander. Corporate giants like Microsoft commonly establish strict guidelines regarding the correct use ...
  Branding, High-Tech Marketing, Sales
• Clean Up Your Act
  The number of leads generated by an outbound-marketing campaign should closely resemble the number of real customer opportunities you have waiting for follow-up, and the type of leads should mirror ...
  Collaboration, High-Tech Marketing, Lead Generation, Sales
• The Free-Trial Backfire
  It's become standard fare for software vendors to offer free trials to their prospects when they land on Web pages via search or pay-per-click (PPC) advertising. This approach makes sense, ...
  High-Tech Marketing, Landing Pages, PPC Campaigns, Sales
• For Tech Support Just Tweet
  Here's a story that extols the power of Twitter as a technical-support tool. More importantly, it demonstrates how a large company, Comcast, found its customers in a social-media venue—and responded ...
  High-Tech Marketing, Sales, Twitter
• 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 ...
  Branding, Customer Relationships, High-Tech Marketing, Sales
• 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 ...
  High-Tech Marketing, Marketing Smarter, Online Marketing, Sales
• 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 ...
  High-Tech Marketing, Sales, Social Media
• 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 ...
  High-Tech Marketing, Management, Sales
• 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 ...
  Customer Engagement, Email Marketing, High-Tech Marketing, Sales
• 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 ...
  High-Tech Marketing, Marketing Plans, Marketing Smarter, Sales
• 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 ...
  Customer Relationships, High-Tech Marketing, Product Marketing, Sales
• 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 ...
  Collaboration, Customer Relationships, Economic Crisis, High-Tech Marketing, Sales
• '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 ...
  B2B Marketing, Customer Engagement, High-Tech Marketing, Sales
• 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 ...
  Blogging, Facebook, High-Tech Marketing, LinkedIn, Sales, Twitter, White Papers