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Customization Disconnect?

Customizing content to align with your target audiences’ information needs is one of the most effective ways to cut through the clutter and get people to engage with you. In fact, 92% of IT decision-makers (ITDMs) value tailored content (up from 83% in 2014).1 This highlights the complexity of tech marketing because it adds layers to your content development and it leaves open the question of how...

By · Sep 17, 2016

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Enterprise Architects: Educating Their Way to IT and Business Alignment

As we know from previous IDG Enterprise research – InfoWorld’s The Rise of the Developer persona study – enterprise developers hold both strategic and technical roles within their organizations. Now, based on an additional persona study, we know the future role of many of these individuals will hold – enterprise architects, aligning business and IT. The enterprise architect role is growing...

By · Jul 20, 2016

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The Power of Insights

Companies focusing on customer experience as a key differentiator are able to stand apart in a sea of sameness. Lately, I’ve been intrigued by the insights that come from this focus on the “cumulative experiences across multiple touchpoints and in multiple channels over time,” as customer experience is described in an article from Harvard Business Review. L.L. Bean and Nordstrom have built their...

By · Jul 8, 2016

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Connecting Content Marketing to Sales

We have all heard the Forrester stat that tells us the buyer is 60-90% through their purchase process before they connect with a vendor – whether that be them reaching out to engage, or when they accept the outreach of the vendor sales team. The bottom line is that IT decision-makers (ITDMs) don’t want to be sold to. Let’s be honest, no one does. During the IDG Enterprise Engage events, there...

By · Jun 29, 2016

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Engaging Customers with Content Marketing

The recently released 2016 Content Marketing research from Content Marketing Institute (CMI) & MarketingProfs shows that tech marketers continue to increase their use of content marketing – 95% of tech marketers use content marketing. In fact, tech marketers are the most likely to use content marketing out of all of the verticals measured. However, it can be challenging to produce the right...

By · May 25, 2016

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Shifting Roles in the Tech Purchase Process

Each year within the Role & Influence of the Technology Decision-Maker study, we ask “Including yourself, which of the following groups are involved in each stage of the tech purchase process at your organization?” In general, line of business management and the CIO are the most likely to be involved in the earliest stage when determining the business need, and the CIO is most frequently cited...

By · May 3, 2016

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What to know about CIO roles and responsibilities

Personas: We know we need to deeply understand them in order to market effectively. So, if you’re trying to reach CIOs and other heads of IT, it is crucial to understand their roles and responsibilities within their organizations as part of that persona. One of the most important things to realize about the role of a CIO is that it is fluid and ever-changing. According to the 2016 State of the CIO...

By · Apr 27, 2016

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Using Empathy and Authenticity to Fuel B2B Marketing

I’ve had the good fortune of speaking to a number of business and marketing leaders from startups and established companies to discuss how they are driving growth and change in their organizations. You can see some of our latest conversations here. A few key themes continue to emerge throughout our dialogue related to the art and science of modern marketing. On the art side, empathy and authenticity,...

By · Mar 23, 2016

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Overlooking a Critical IT Role? Better Think Again.

Sixteen. That is the total number of people influencing enterprise technology purchases at large organizations (more than 1,000 employees).* That may seem like a big number when it means that your message needs to reach not only your initial contact, but sometimes individuals across the organization and up the chain to top IT and LOB leaders. So, who are the influencers that may be playing a more strategic...

By · Mar 3, 2016