Marketing tactics
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”,…
The ultimate guide to lead generation
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.
Next-generation prospecting: Delivering on the promises made to sales
Selling may feel harder than ever nowadays, but it doesn’t have to. In partnership between Foundry and SugarCRM, this white paper discusses the current state of selling, and how sales teams can leverage next-generation prospecting…
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.
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,…
Tech marketer’s guide to content marketing
Content really is king. But, as critical as a content strategy is to your overall marketing plan, many tech marketers still struggle to create relevant and interesting content to engage their target audience. So, how…
Is the MQL undermining marketing?
When sales and marketing lack consensus, opportunities get left on the table On an almost weekly basis in our organization, in reviewing our campaign progress and numbers for the month, the conversation inevitably turns to…
Navigating obstacles in partner marketing: Lessons learned at a dinner discussion in Silicon Valley
I recently had the pleasure of hosting a roundtable dinner discussion which included senior partner marketers from Atlassian, AWS, Google Cloud, NetApp and ServiceNow. With all companies battling the economic headwinds, the far-ranging discussion included…
I Broke the internet
Brian Stoller, Chief Marketing Officer, Foundry an IDG Inc. Company At a recent dinner I attended, Universal McCann’s Chief Media Officer Joshua Lowcook made an argument that the internet was broken. Once heralded as the…
CMO Perspectives: Michael Beckley, Appian
In this episode of CMO Perspectives, Michael Beckley, Founder, Chief Technology Officer, and acting Chief Marketing Officer at Appian, joins Foundry’s Global CRO, Matt Yorke, to discuss redefining the technology industry. Most of the time,…
How OpenText generated millions of pipeline in 6 months
OpenText collaborated with CIO.com, Foundry’s trusted source of information for IT leaders, to create a customized BrandHub experience, achieving 66K+ page views and engaging 4K+ target accounts. | Digital Futures: Time to think at scale…
The top 3 lead gen challenges currently faced by APAC marketers
As budgets tighten and targets increase, now more than ever can we see a global shift towards increasing efficiency by identifying methods to produce a consistent pipeline of quality leads with limited resources. At a…