The Intersection Newsletter
Subscribe for the latest marketing and technology insights from Foundry
How do security leaders view AI and cyber risk insurance?
Despite the evolving landscape of cybersecurity, the top priorities for chief information security officers (CISOs) have remained consistent over the years. The perennial focus on being prepared to respond to
The evolving challenges and the growing risks of the CSO
As regulatory bodies jockey for advantage over who dominates enforcement of cybersecurity rules and regulations, the relationship between chief information security officers and their boards of directors becomes more and
A day in the life of an IT leader: Daniel Stuart, CIO, Southwire
The 40-year IT veteran discusses his role and how the IT buying process is evolving at one of the world's leading manufacturers of wire and cable, tools, components, and assembled solutions.
From exploration to implementation: a look at AI and Gen AI trends
With so much talk about Artificial Intelligence, specifically Generative AI, over the past year, we at Foundry were naturally curious to see how IT decision-makers were using or planning to
CMO Perspectives: Sandy Ono, OpenText
In this episode of CMO Perspectives, Sandy Ono, the EVP & Chief Marketing Officer at OpenText, engages in a conversation with Foundry’s Global CRO, Matt Yorke. Spearheading the OpenText marketing
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
What’s inspiring got to do with buying, anyway?
With an average of 25 stakeholders to impress, months-long buying journeys, and competing for mindshare on noisy channels, B2B marketers need to leverage the power of story now more than
Security Priorities Study 2023
The 2023 Security Priorities study reveals that 88% of security leaders believe their organizations are falling short when it comes to addressing cyber risk. However, security leaders are making efforts
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
Understanding the cloud computing purchase process
Gain insight into the cloud purchase process, such as types of purchases being made, content types and information sources relied upon, and who is involved in each stage of the process.
How are IT decision-makers shifting to the cloud?
Explore what is driving the cloud computing initiatives, cloud investments and migration shifts, and the biggest obstacles to implementing a cloud strategy.
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.
B2B marketing’s traditional funnel model is being replaced, and marketers will lead the charge
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…
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
AI isn’t new, so why is everyone talking about it?
To measure AI and Generative AI trends among technology decision-makers, Foundry conducted its first AI Priorities survey. While AI and machine learning are not new technologies – in fact, 89%
ABM & Intent Benchmarking Study
The 2023 Foundry Account-Based Marketing (ABM) & Intent Benchmarking Study was conducted in August of 2023 to understand the uses, goals, and challenges of account-based marketing, as well as how
Increasingly confident marketers find new ways to apply ABM
"Foundry's account-based marketing and intent data benchmarking study focuses on understanding the workings of ABM and the use, success, and challenges of intent data."
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
Choosing martech tools and channels
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
Don’t be boring: 5 ways to have fun with B2B social
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
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