How tech innovation will reshape partner marketing in 2024
In the ever-evolving landscape of marketing, staying ahead of the curve is not just a choice; it’s a necessity. As we look ahead to 2024, the industry finds itself at
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Thought leadership and original ideas from Foundry’s industry experts. Explore the latest trends in B2B marketing from the intersection of media and martech.
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How Gen Z is Rewriting the Rules of IT Buying
Meet Molly. She’s 25 years old and works as a systems administrator at a bank. Molly doesn’t have any buying authority yet, but she’s just been asked to join a [...]
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Harness the power of immersive and dynamic visual storytelling
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
Integrating martech systems and data
Whether you’re building a house, a car, or even Ikea furniture, you’ll need a few tools to get the job done. The same applies to any successful B2B marketing strategy.
Connected data: the missing link in B2B audience engagement
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
Embracing ‘FOMO’ in b2b marketing
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
Day in the life of a Chief Digital Officer: David Gerstle, MBTA
The Massachusetts Bay Transportation Authority (MBTA), more commonly known as the T, is the largest transit system in New England and the fifth largest in the United States. It was the first subway in the…
How to enhance and optimize global storytelling to engage local audiences
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
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
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
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
Intent activation guide
Get more from your intent data Intent data is a powerful tool for marketers and salespeople looking to drive revenue for their organizations. However, actually making intent data actionable is
A glimpse into the regional differences of the tech purchase process
Technology innovation and dependence have seen steady growth in recent years. Foundry’s 2023 Role & Influence of the Technology Decision-Maker Research highlights the influence that IT decision-makers (ITDMs) play in
Must-ask RFP questions and template
One award, multiple contenders. How do you choose the right vendor when evaluating a marketing RFP? The best relationships are formed with evaluation in both directions. You need to be
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,
Understanding digital business maturity levels is critical to better marketing
Digital transformation is an overused term, but there’s little doubt that most organizations are transforming at least some part of their business with digital technologies. In the 2023 edition of
Insight into the technology purchase process – who’s involved and the sources they rely on
Despite continued economic pressures, technology budgets appear to be “recession proof” as 88% of tech buyers say their budgets will either increase or remain the same over the next 12
The AI-powered search wars: publishers with genuine audiences will thrive, while the clickbait media will die
The ChatGPT release in November 2022 began an AI mad frenzy. Publishers are beginning to rethink their strategy after Bing integrated OpenAI and Google launched its own version called Bard.
First-party, second-party, third-party intent data: what’s the difference?
Mastering intent data In recent years, B2B buyer journeys have become increasingly complex and nonlinear. With buyers gathering information across many channels between product sites, review sites, social media, webinars,
Three ways ABM increases sales productivity
For me, productivity doesn’t hit until I’ve had my morning cup of coffee. In comparison, I like to think about ABM as a cup of coffee for sales. Using an
Who is the CIO in 2023? An exclusive discussion with tech leaders
This year’s State of the CIO study outlines how the role of the CIO continues to evolve in today’s business climate, and explores their business and tech initiatives as they
In search of content marketing’s perfect balance
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?
Generative AI will transform the way we engage with content… just don’t ask it to write the news
No one can be certain of the full impact Generative AI will have on content production and consumption, but two things are certain: the impact will be huge, and AI
Did intent data predict the winners of the Oscars?
“And the Oscar goes to…“ The Academy Awards is the biggest night in Hollywood. Film industry elites flock together to witness a lucky few receive the prestigious award. As a