Can martech lead us back to the empathy at the core of marketing in 2023?

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 […]

Foundry’s Observations for the Year Ahead – 2023

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 […]

4 content marketing tips B2B marketers should know for 2023

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 […]

Here’s what separates ‘great’ from ‘good’ in tech content marketing

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 […]

Technology Content Marketing: Benchmarks, Budgets, and Trends

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 in the tech space, including: Top content marketing goals for the coming year Shifts in content marketing budgets, team structure & outsourcing What top-performing tech […]

Where are IT decision-makers on their data-driven journey?

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 […]

Insight into the technology purchase process – who’s involved and the sources they rely on

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 […]

Who is the CIO? Defining IT leaders and their roles

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 […]

The Ascension of Security…Finally

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 […]

How to Turn Your Native Content into Sales Leads

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 […]

Content Marketing Pro Tips [Infographic]

There is no denying that the pandemic impacted businesses, but content marketers proved to be resilient. Eighty-three percent of technology marketers shared that their organization made quick changes due to the pandemic, and content marketing was greatly and quickly depended on. In fact, 1/3 of tech marketers say their organization was extremely or very successful […]

Tech Marketing Survey: More Digital, More Metrics that Matter

Content marketing certainly proved its worth over the past year, as the pandemic caused most B2B marketers to shift to digital-first or in some cases digital-only channels. Face-to-face events pivoted en masse to a mix of webcasts, virtual conferences and digital roundtables. The inability to meet with customers in person required sales and marketing teams […]