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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 IDG Enterprise Marketing· May 25, 2016

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Marketing to Millennials – Their B2B Buying Influence

Get any two marketers together and the subject of selling to millennials is sure to come up. Those conversations usually happen in the context of business to consumer (B2C) marketing. However, the younger generation is becoming very influential in business to business (B2B) purchasing. Technology companies need to understand how their buying behavior is different than both Gen X and the Baby Boomers...

By Gordon Plutsky· May 24, 2016

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Tech Vendors: Create a Connection Early in the Sales Experience

Like most CIO’s, I get messages daily from sales reps at companies that I don’t do business with currently. A few catch my attention, and some I will respond to. The methods and timing for vendor communication can create a positive association or a negative one, and it’s important to know that fine line. So, here are a few things vendors can do to create a connection in a positive way, helping...

By Nancy Newkirk· May 20, 2016

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Create Relevant Content for Lasting Relationships

How can you create content that resonates with existing customers and attracts new ones? According to Ardath Albee, CEO and Marketing Strategist for Marketing Interactions, the key is crafting and using personas. CMSWire recently interviewed Albee to find out more about persona-driven content marketing. Some highlights: A buyer persona can help marketers understand how a buyer’s context changes...

By IDG Enterprise Marketing· May 16, 2016

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Don’t Let Your Culture Keep You Off of the Cloud

I had recently the pleasure of hosting a CIO dinner in Palo Alto, Calif., with a dozen IT execs and one of our vendor partners. The topic was cloud computing and my key questions were, “Where are your organizations today versus two to three years ago in moving to the cloud?” and “What are the next applications that you are looking to move to the cloud?” Our in-house research on cloud computing...

By Adam Dennison· May 16, 2016

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Inside the Minds of Seattle’s Tech Leaders

This past March, we had the pleasure of hosting our 5th IDG Enterprise Engage event in Seattle, WA – a city known as a new center of the tech boom and home to tech visionaries like Microsoft and Amazon. As with previous Engage summits, IDG Enterprise experts, tech marketers, and industry leaders came together to discuss trends impacting tech marketing, such as digital transformation, marketing and...

By IDG Enterprise Marketing· May 11, 2016

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Digital Transformation – It’s All About Scale

At this year’s IDC Directions in Boston, the theme for the entire day was scale. Right from the beginning, IDC analysts focused attention to tech innovation through the developer, which will help businesses advance their use of 3rd platform technologies (how IDC buckets Cloud, Big Data/Analytics, Mobile, and Social solutions). Conference keynote speaker, Frank Gens, Senior Vice President and Chief...

By IDG Enterprise Marketing· May 6, 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 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