This research outlines the value tech marketers receive from partner initiatives, the programs they’re focused on, how they measure success of their projects, and the challenges they experience. Gain access to key takeaways, charts and regional differences.This research outlines the value tech marketers receive from partner initiatives, the programs they’re focused on, how they measure success…
Buyer engagement
As buyers now expect a digital purchase journey from start to finish, marketers must evolve to match. Aligning who buyers are, what they care about, and how they want to be helped opens doors to resonating with decision-makers and driving revenue.
The AI advantage: tech to stay ahead of the curve
Navigate the 'Bloomer vs. Gloomer' AI debate in marketing, uncovering practical strategies, and gaining expert insights for successful AI implementation.Navigate the 'Bloomer vs. Gloomer' AI debate in marketing, uncovering practical strategies, and gaining expert insights for successful AI implementation.
Artificial imagination: Should we be using Gen AI for content creation?
Where is the balance between Gen AI and human creativity in content creation? Explore the role of AI in shaping digital narratives.Where is the balance between Gen AI and human creativity in content creation? Explore the role of AI in shaping…
Customer Engagement Study
To recommend appropriate solutions to their organization, IT decision-makers need relevant resources. Learn how to connect with tech buyers in this process and ensure your content is of value.To recommend appropriate solutions to their organization, IT decision-makers need relevant resources. Learn how to connect with tech buyers in…
Harness the power of immersive and dynamic visual storytelling
We live in an interactive, animated digital culture. Much of this is new to my generation (baby boomers) and certainly nothing my parents ever experienced. But storytelling is timeless. From the age-old tales in Homer’s Iliad to the classic themes of hero, villain, and someone (or something) that needs rescuing,…We live in an interactive, animated digital culture. Much of this is new to my generation (baby boomers) and certainly…
marketing’s traditional funnel model is being replaced, and marketers will lead the charge
As buyers increasingly look to buy in B2C-style fashions, IDC's ACE model introduces a digital way forward aligned to how today's buyers operate. While the new framework requires deep strategic and organizational changes, Foundry CMO Brian Stoller shows us why it's needed now more than ever.As buyers increasingly look to buy in B2C-style fashions, IDC's ACE model introduces a digital way forward aligned to…
Connected data: the missing link in audience engagement
The state of data marketing has a data problem. And no, I am not talking about scarcity of data (in fact there’s an abundance of it). I’m talking about the gap that exists when it comes to connecting data for go-to-market motions. The problem is as …The state of data marketing has a data problem. And no, I am not talking about scarcity of…
Embracing ‘FOMO’ in b2b marketing
The feeling of FOMO… sucks. If you aren’t familiar, FOMO stands for “fear of missing out”. It’s the feeling that whatever you are doing, you are missing out on something even bigger and better. Maybe you were scrolling on social media and saw friends having fun without you. Or, you…The feeling of FOMO… sucks. If you aren’t familiar, FOMO stands for “fear of missing out”. It’s the feeling that…
How to enhance and optimize global storytelling to engage local audiences
I’ve written before about the importance of good storytelling as a differentiator for technology content marketers. Storytelling is the backbone of any brand, and to tell a great story you need to deeply understand and connect with your audiences. One challenge for global organizations is how to forge deeper connections…I’ve written before about the importance of good storytelling as a differentiator for technology content marketers. Storytelling is the backbone…
Choosing martech tools and channels
Marketing budgets have taken a hit in 2023. Looking ahead, many CMO’s are reporting that their budgets will likely stay the same or decrease. Making the focus on the most efficient tools, data, channels, and process for hitting goals crucial. What marketing channels should you be focusing on, and what…Marketing budgets have taken a hit in 2023. Looking ahead, many CMO’s are reporting that their budgets will likely stay…
Don’t be boring: 5 ways to have fun with social
Ever find yourself trying to convince people that marketing is fun? Welcome to the club. But can we blame them when boring is the stereotype? People notoriously pin marketing as bland infographics and eBooks. However, that doesn’t have to be the case, and shouldn’t be – especially for…Ever find yourself trying to convince people that marketing is fun? Welcome to the club. But can we blame…
Understand the nuances of the tech sector crucial for developing effective lead generation strategies that resonate with potential customers complete with research, how-to insights, and case studies.Understand the nuances of the tech sector crucial for developing effective lead generation strategies that resonate with potential customers complete…
Tech marketer’s report card
Are you creating the content that your audience needs? Look at what IT decision-makers truly need throughout the purchase process and what tech marketers currently create and have on their radar.Are you creating the content that your audience needs? Look at what IT decision-makers truly need throughout the purchase process…
Based on the 2023 Digital Business study, this executive summary provides insight into the digital-first business objectives organizations are planning for, challenges associated with achieving digital success, and the tools and solutions they plan to invest in to assist their goals. According to the research, the majority of organizations (93%) have…Based on the 2023 Digital Business study, this executive summary provides insight into the digital-first business objectives organizations are planning for,…
In search of content marketing’s perfect balance
How do you strike the perfect balance between creating high-quality content and a high-quality distribution plan so that potential buyers not only see your content but actively engage with it?How do you strike the perfect balance between creating high-quality content and a high-quality distribution plan so that potential buyers…
6 storytelling tricks to help you create an emotional connection with your customers
The relationship between brand and story The first time I heard the word “brand,” I was maybe 10 years old. My dad came home with a short iron rod as big around as a ballpoint pen. It had a triangular handle on one end and his initials – “RBT” –…The relationship between brand and story The first time I heard the word “brand,” I was maybe 10 years old.…
Does your content marketing deliver on a brand-to-demand scale?
Understand the opportunity and urgency to influence buyers along each stage of this decision-making process. Buyer-centric content marketing is central to this “brand-to-demand” approach.Understand the opportunity and urgency to influence buyers along each stage of this decision-making process. Buyer-centric content marketing is central…
4 content marketing tips marketers should know for 2023
As marketers in the world, we know that marketing trends come and go, and we must adapt as the world and technology changes around us. This past year, we learned a lot about what works and what doesn’t in terms of content. Attending events this year, such as INBOUND…As marketers in the world, we know that marketing trends come and go, and we must adapt as the…