As B2B 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.
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.
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…
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…
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…
As B2B 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 B2B buyers increasingly look to buy in B2C-style fashions, IDC's ACE model introduces a digital way forward aligned to…
The state of B2B data B2B 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 B2B go-to-market motions. The problem is as B2B…The state of B2B data B2B marketing has a data problem. And no, I am not talking about scarcity of…
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…
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…
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…
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 eBooks. However, that doesn’t have to be the case, and shouldn’t be – especially for…Ever find yourself trying to convince people that B2B 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…
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,…
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…
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.…
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…
As marketers in the B2B 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 B2B world, we know that marketing trends come and go, and we must adapt as the…
B2B events offer an unparalleled experience, unmatched by any other B2B channel. Events create an engaging platform where we connect directly with our audience, hearing about their experiences and challenges firsthand, and fostering genuine conversations. These interactions help us understand our audience better, build trust, and establish meaningful relationships, leading…B2B events offer an unparalleled experience, unmatched by any other B2B channel. Events create an engaging platform where we connect…
Buyers' actions across decision-driving channels are powerful tools for understanding their priorities. Tech marketers who are able to capture buyer intent across trusted sources earn an edge in reaching and resonating with them.
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By connecting buying committees and intent, marketers can anticipate patterns and priorities throughout the buyers’ journey. This empowers teams to meet buyers where they are, when and how they need it, across the sources they rely on.
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Tech buyers and their buying committees have unique priorities and challenges. A deep understanding of who they are and what they need—both individually and as a collective—is key to buyer-centric engagement.
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