The best content marketing is equal parts “content” and “marketing.” That seems laughably obvious, but it’s not easy to strike the perfect balance between creating high-quality content and an equally high-quality distribution plan so that potential buyers not only see your content, but actively engage with it. An equally strong commitment to both activities is [...]
Benchmark your content marketing success Content marketing has become more important to organizations over the past hear. How are you ramping up your efforts, and how does your content marketing strategy compare to the competition? Content Marketing Institute’s Technology Content Marketing: Benchmarks, Budgets & Trends report explores everything you need to know about content marketing [...]
As technology becomes pervasive in business, choosing the right products and services becomes increasingly critical for technology buyers and other stakeholders. The purchase decisions IT teams make can have an outsized influence on business performance. Technology marketers understand the opportunity – and the urgency – to influence buyers along each stage of this decision-making process, [...]
In a space so characterized by continuous evolution as B2B marketing, the new year reliably brings about a litany of predictions on how, what, and why we will change the way we work in the coming 12 months. Advancements in martech, new content marketing techniques, tightening of data compliance, and a version of shifting focus from the [...]
We surveyed leaders across our company for their predictions for the new year. From trust and transparency to B2B influencer marketing here are the top marketing observations for the year ahead: 1. Matt Yorke: Trust & Transparency Ripple Through the Marketing Ecosystem Chief Revenue Officer, Foundry Clients and agencies will gravitate further toward trusted sources [...]
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 by HubSpot, taught us a [...]
Content marketing has proven its value for technology companies over the past two years, as the global pandemic disrupted workplaces and the Internet became even more of a lifeline for connecting employees, partners, customers, and prospects. With remote and hybrid work models likely here to stay, technology content marketers will need to continue to raise [...]
Today, many organizations are pursuing data-driven projects to enhance their overall business strategies and to jumpstart their digital transformation journeys. In fact, data and analytics is among the top two technology initiatives expected to drive the most IT investment in 2022, according to the 2022 State of the CIO. This year, Foundry conducted its [...]
As we enter further into 2022, online resources have seen an increase in the aid of the technology purchase process. The pandemic has shifted resources online, such as podcasts, product-review videos, and webcasts/webinars. Our 2022 Role & Influence of the Technology Decision-Maker research outlines the information sources that IT decision-makers (ITDMs) rely on and this [...]
The 21st annual State of the CIO research is here, and this year’s edition reveals the technology and business initiatives IT leaders have for their organizations in 2022 and beyond. Other areas covered include the impact of the pandemic on the IT organization, reporting structure, IT budgets, hiring and retaining skills, and much more. To [...]
In the children’s fable of Chicken Little, the eponymous chick laments the end of the world after an acorn falls on her head and she mistakes it for a piece of the sky. This European folk tale has nicely encapsulated businesses’ view of their security organizations for many years. But, as “The Byrds” prophesized in [...]
One of the most common tactics in tech marketing is creating thought leadership content written by subject matter experts and/or influencers. And when these pieces share valuable content, more than half of tech buyers say it can influence them contacting a vendor (2021 Foundry Customer Engagement). But how do you extend the reach of your [...]