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Using Content Quality to Improve Your SEO Results

There has been buzz in the search engine optimization (SEO) community about some recent changes to the way Google’s algorithm ranks sites for organic search. It is part of the ongoing efforts to deliver results that provide searchers with the payoff to their questions and queries. When IT buyers want answers to vexing tech solution questions they usually turn to Google first and see what kind of...

By Gordon Plutsky· Jul 22, 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 IDG Enterprise Marketing· Jul 20, 2016

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Brand Journalism

There are many parts to a journalism strategy. In a recent Huffington Post article Sachin Kamdar provides five tip for to be a successful brand publisher. Understand the difference between content marketing and brand journalism. Connect with people through human interest stories. Connect content back marketing and communications goals. Don’t make it about your brand. Keep it simple. Read the full...

By IDG Enterprise Marketing· Jul 19, 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 Josh London· 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 IDG Enterprise Marketing· Jun 29, 2016

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Millennials as B2B Buyers: How to Respond

In part one of our look at millennial B2B purchase behavior we reviewed new research from IBM and Sacunas that illustrates how Gen Y behaves when evaluating products for their company. While this research covers purchases of all types of B2B products and services we can apply the insights to technology products and services. Millennials tech savvy puts them on the front line researching and evaluating...

By Gordon Plutsky· Jun 15, 2016

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How to Become a Trusted Source of Information Through Inbound Marketing

We’re in a time where prospective customers continually search for relevant information to help educate them during their purchase process. But the question is, what makes these customer and prospects read the specific content they do? Smart Business spoke with Jonathan Ebenstein, Partner, Strategic Marketing Services, at Skoda Minotti, who claims inbound marketing is the answer. Some highlights...

By IDG Enterprise Marketing· Jun 15, 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 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