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Content Marketing ROI
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How to Measure the ROI of Your Content Marketing

One of the key insights from the recently released Content Marketing Institute’s (CMI) Technology Content Marketing 2017 report is that marketers are still having trouble determining KPIs and ascribing ROI measures to their content efforts. It is not that surprising as gauging the impact of your whole content plan or even a single piece of content is a bit more difficult that commonly believed. As...

By Gordon Plutsky· May 23, 2017

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The Security Shift – are enterprise and SMB organizations on the same page?

It’s slightly shocking to learn that only 47% of organizations have a formal CSO/CISO role. As security breaches continue to be a major business issue, one would think that targeted and skilled senior security executives would be prevalent at all organizations; however our 2017 Security Priorities study proved otherwise. The role is widely seen among enterprise organizations (organizations with 1,000+...

By IDG Enterprise Marketing· May 22, 2017

Increasing measurable ROI is a top strategic priority for lead gen
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Full Spectrum Demand Generation

Are your demand generation goals and challenges the same as your B2B tech marketing peers? According to B2B Lead Generation Trends Report from the Technology Marketing Group on LinkedIn, only 13% say their lead gen strategies are “very successful” in achieving their objectives. Understanding the buyers’ journey is essential for moving customers and prospects through the sales funnel – but it...

By IDG Enterprise Marketing· May 8, 2017

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IDC Directions Recap: The Business Impact of Augmented & Virtual Reality

Remember that Pokémon Go frenzy last summer? That location-based, augmented reality app was top of mind July 2016; and the attraction towards real world immersion applications doesn’t seem to be fading any time soon. At this year’s IDC Directions, Tom Mainelli, Program Vice President, Devices & AR/VR, shared the use of augmented and virtual reality is on the rise in his session AR/VR: Charting...

By IDG Enterprise Marketing· May 5, 2017

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6 Lead Nurturing Articles Worth the Read to Develop Your Strategy

Lead nurturing is the glue that keeps your customers and prospects connected to you. According to Content Marketing Institute & MarketingProfs’ 2017 Technology Content Marketing Trends, North America research, 79% of tech marketers report that lead nurturing is a top content marketing goal for their organization. But it’s not always easy to know the best nurture approach to take when needs...

By IDG Enterprise Marketing· May 4, 2017

CMI Research
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Tech Marketers Show Commitment to Content Marketing; Now Comes the Hard Part

Technology marketers are making steady progress with content marketing. As their “brand as publisher” strategies take root, the next step for many will center on more precise measurement and an evolving strategy defined by a more diverse content mix. The Content Marketing Institute’s (CMI) recently released Technology Content Marketing 2017 report paints a positive picture of tech marketers’...

By Rob O'Regan· May 3, 2017

Designing Content
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Great Content and Brilliant Design – You Need Both. Now Let’s Stop Arguing.

Great content can get lost with poor visual design. Or, to flip it around, good visual design enhances storytelling. This isn’t news to anyone in the world of content marketing. What’s surprising, though, is the number of people who still need convincing. Not only does good visual design enhance storytelling, good design is critical to connecting with your audience—and possibly even closing the...

By Barbara R. Call· Apr 27, 2017

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Security Information & Event Management – What are Organizations Saying?

Security continues to hold its front and center position in business discussions as the transition to digital enterprises remains a focus. Because, the reality is – it isn’t a matter of if an attack will occur on a company, but rather when. As said by Jason Macy, CTO of Forum Systems, “While traditional solutions are a component of an overall cybersecurity strategy, a reliance solely on legacy...

By IDG Enterprise Marketing· Apr 20, 2017

Influencer Marketing
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The Rise of B2B Influencer Marketing

One of the most promising and growing areas of B2B marketing is influencer marketing. A good definition of influencer marketing comes from Lee Odden, CEO of TopRank Marketing Agency: ‘Influencer Marketing is the practice of engaging internal and industry experts/influencers with active networks to help achieve measurable business goals.’ These influencers can help promote your content with added...

By Gordon Plutsky· Apr 18, 2017

Timing intelligence for sales enablement
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Tech Marketers’ Sales Enablement Roadmap

Congratulations, you created a great white paper or some other type of content that has generated leads! Now what? Collecting the leads is just the first step. What happens once that name and associated information has been acquired is just the beginning of the customer experience. One Download Does Not Make an SQL After your potential customer registers for a piece of content, what does the optimal...

By IDG Enterprise Marketing· Apr 12, 2017