Resources
Standout results from leading global technology brands that have used Foundry’s innovative data, martech and media services to drive measurable business growth.
Identifying the shifting content and engagement needs of generational IT buyers
Based on Foundry’s 10th annual Customer Engagement research, this white paper provides insight into the content types and vendor engagement preferences of IT decision-makers (ITDMs). This year’s study found a generation gap among these preferences – older respondents are more likely to cite challenges to finding high-quality content and rate the content’s value significantly lower [...]
B2B decision making is non-linear, emotional, and messy—and marketers should embrace it.
Foundry CMO Brian Stoller shares how his experience in choosing his daughter's school reflects a unified approach that B2B marketers should be using to engage buyers with memorable narratives driven by intent signals.
Intent signals: what, why, & most importantly how
You have surely heard the buzz about intent signals in the marketing world, but you’ve also probably heard how there is no single “best in class” yet. What makes intent so confusing and difficult…
Don’t be boring: 5 ways to have fun with B2B social
Ever find yourself trying to convince people that B2B marketing is fun? Welcome to the club. But can we blame them when boring is the stereotype? People notoriously pin B2B marketing as bland infographics and…
TOFU is for Pad Thai, not your marketing strategy
Of all the marketing jargon, one of the most common is the concept of the funnel. Enticing audiences with awareness, then consideration, and finally conversion. The problem is, buying almost never starts at “step one”,…
Meet your future buyer: Gen Z
I was born in 1999, positioning me as part of Generation Z, the generation that grew up online. At age 6, my favorite games were Webkinz and Club Penguin. At age 11, I was running…
Day in the life of a Global CIO: Annie Baymiller, Owens Corning
Owens Corning is a global building and construction materials leader committed to building a sustainable future through material innovation. And much of that innovation is enabled by technology. Annie Baymiller, the company’s Global CIO and…
Connected data, connected teams: How intent data aligns sales and marketing
The alignment problem The reality is sales and marketing misalignment is extremely common. So common that only about 8% of B2B organizations have actually aligned their teams successfully through collaborative efforts that drive revenue, conversion,…
If intent data is the foundation, engagement is the whole building
As a marketer, your goal is to learn enough about your prospects to facilitate productive conversations that drive growth. So how do marketers use intent and engagement insights to reach that goal?
Exploring the tech purchase process by specific tech solutions
The list of technologies that organizations have at their disposal is never ending, ranging from cutting-edge cloud solutions to sophisticated data and analytics tools. It’s evident that technology plays an extremely important role in today’s…
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.
Generative AI has a role in journalism. But it’s not what you think.
At Foundry, 100% human-generated editorial will continue to be our standard. So where are we fitting in Gen AI?
Nobody buys alone: Why and how to multithread your buyers’ journeys
We’ve all heard the stats that buying groups are growing to be larger than ever, but in case you need reminding, the typical B2B deal involves an average of 25 people in the buying committee,…