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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 IDG Enterprise Marketing· 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 IDG Enterprise Marketing· Apr 27, 2016

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5 Competencies for a Modern Marketing Organization

Our current market landscape is being led by self-educated buyers, and these buyers are moving fast and marketers need to move faster. Rich Vancil, Group VP of IDC, kicked off his IDC Directions session on “Best Practices in Building the New Marketing Machine” with this sentiment. So how do marketers not just move faster, but smarter? Vancil shared five key competencies to consider for modern marketing...

By IDG Enterprise Marketing· Apr 26, 2016

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It’s time to lean in on IT hiring

How are you feeling about your IT budget over the next 12 months? I ask because we have an Economic Outlook research study at CIO that we update on a quarterly basis and, since November of 2012, between 51% and 57% of respondents have said that their budgets would rise over the next 12 months. This quarter, however, just 35% of the more than 300 IT executives polled said that their budgets would increase...

By Adam Dennison· Apr 21, 2016

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How Are Your B2B Tech Marketing Peers Using Content?

Technology marketers are an interesting group. They report the highest adoption rate of content marketing among all groups of marketers we survey: 95%. However, they face a host of unique content marketing challenges: They are tasked with creating many types of content for numerous points along a complicated, multi-layered buyer’s journey. They operate in an industry where buying cycles often...

By IDG Enterprise Marketing· Apr 19, 2016

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Native Advertising: What You Need to Know

Native advertising is one of the fastest growing forms of advertising and projected to be a $4-billion-dollar market in 2016.* For those new to native, here is some background and six best practices to receive optimal results. Native advertising is a type of paid media where the ad experience follows the natural form and function of the site’s user experience. The ad is placed so it looks and feels...

By Gordon Plutsky· Apr 5, 2016

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Notes from the Trenches: What’s top-of-mind with CSOs?

I am fortunate that I get to spend a lot of time with CSOs from all over the U.S. It’s great to hear their challenges as well as their hopes and goals for improving their information risk posture. Lately, there have been a few key themes emerging from my conversations with these CSOs, which I’ll outline here: Staffing. Across the U.S., businesses are struggling to find qualified security personnel...

By Bob Bragdon· Mar 30, 2016

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Communication Bridging the Sales / Marketing Disconnect

Last summer at the Boston IDG Enterprise Engage event, the tech marketing attendees and I all cringed as the following demand gen story was shared. During our panel of CIOs, one participant recalled a time when he had downloaded a vendor white paper and a few days later received a sales call. The sales executive asked, “what did you think of the white paper you downloaded?” The person was honest...

By Brian Glynn· Mar 25, 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 Josh London· Mar 23, 2016

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The Move to Digital Transformation

Recently, the IDG Enterprise team had the opportunity to hear from Crawford Del Prete – EVP, WW Products & Chief Research Officer at IDC, the premier global provider of market intelligence for the tech industry – about their findings around digital transformation. According to Del Prete, if information is like oil then we are currently in 1920s Texas – nowhere near taking full advantage of...

By IDG Enterprise Marketing· Mar 17, 2016