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In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity. Yet industry surveys report that as much as 60 percent of available MDF funds go unused. By some measures, that may add… Read More
It’s a truism in B2B marketing that every buyer journey is unique and different, but, even then, and especially in the B2B tech space, almost every buyer progresses through 3 basic stages: 1. awareness – becomes aware of the category, solution, or the problem it solves2. consideration – defines a… Read More
An old boss once commented: “75% of marketing is just being in the right place at the right time.” You can quibble with the percentage, but, overall, she had a point. For more companies than not, marketing success is rarely about convincing a given individual, on a given day, to… Read More
It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition. There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s… Read More
When you work primarily with high-tech clients, you learn to cope with a great deal of short-term thinking. Tech companies have short-term horizons for a number of reasons: * Many are private and depend on short term results to prove viability and therefore ensure their ongoing funding * Many are… Read More
The following is an excerpt from an interview I conducted recently with the folks at TechnologyAdvice, a leading online provider of information resources to help IT professionals make informed buying decisions. For the complete interview, see the TechnologyAdvice marketing blog. Reposted with permission. (TA) Marketers tend to think of outsourcing… Read More
Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn (free report download here), and the numbers tell a disheartening story. Key findings from the survey of more than 600 B2B marketing professionals include: * 80 percent of those surveyed report… Read More