The Challenge Reaching and engaging new audiences As Chief Content Officer, Anthony Rebora oversees editorial content development across the organization. ASCD + ISTE produces an incredible amount of content, including books, blog articles, Educational Leadership magazine, quick reference guides, videos, and podcasts. But producing content is only half the battle. To continue as a leader […]
The Google search API leak and growth of AI puts the onus on proper content curation. How you curate news and where you get it from has always mattered – and that process is even more important today. Two major themes developed in 2024 and point to the value of reliable, accurate news sources and […]
This webinar, hosted by the Cybersecurity Marketing Society and our own Jess Steinbach, dives into proven strategies for creating engaging, high-impact webinars tailored for tech marketers. Jess covers interactive techniques like gamification, tips on choosing the right platform, and the importance of aligning your content with audience needs. You'll also learn how to effectively follow up and nurture leads after the webinar to drive conversions. Whether you're new to webinars or looking to level up, this session offers actionable insights to boost your results.
What drives high engagement and value for B2B audiences? What builds trust, relevance, and engagement? Newsletters of course! But how can marketers create newsletters that not only capture attention but also foster a loyal readership? Our new B2B newsletter infographic provides a detailed roadmap for building newsletters that do just that—focusing on key areas that […]
Using Content to Capture Demand and Empower Sales In 2020 the world changed forever. A global pandemic hit, causing everyone to rethink how they live, work, and play. As a technology company, you’re affected by this massive disruption in myriad ways. To ensure you don’t get left behind, you need to develop stronger, more effective […]
Unlock the secrets to winning over Gen Z with personalized, transparent and authentic marketing. The digital landscape is rapidly changing. What works one week can be completely different the following week. It all comes down to shifting consumer behaviors and characteristics of their generations. Of all the generations to date, Generation Z has grown up […]
Staying updated with the latest trends is crucial for resonating with the audience and maintaining industry leadership. In 2024, AI-powered content creation and hyper-personalization are shaping B2B marketing. Consumers continue to prefer bite-sized, targeted content, particularly on platforms like LinkedIn. There’s also a growing emphasis on sustainability messaging and global outreach through multilingual content. Creative, interactive formats such as AR, VR, and hybrid events are key to standing out in an oversaturated market. Consistent, multichannel campaigns and immersive experiences remain vital for audience engagement and brand loyalty.
B2B content marketing for tech companies is an opportunity to educate your customers about complex topics while generating demand for products many businesses don’t know they need. Because most tech companies already have a strong digital presence, you must take your content marketing strategy to the next level to stand out from your competition. Use […]
In the realm of tech marketing, generating quality leads is paramount. However, sales agents often find that only a small percentage of the leads they receive are of high quality. To bridge this gap and ensure that marketing and sales teams are aligned, the BANT lead generation method has emerged as a solution. BANT stands for Budget, Authority, Need, and Timeline. By qualifying leads based on these criteria, businesses can ensure they're targeting potential clients who are genuinely interested and have the means to invest in their offerings. The article provides a step-by-step guide to implementing BANT in lead generation for tech businesses. It emphasizes the importance of creating an ideal customer profile, identifying qualifying businesses, understanding decision-makers, and running targeted marketing campaigns. By adopting BANT, tech businesses can streamline their lead generation process, ensuring they target and nurture leads that have the highest potential for conversion.
Engaged clients are pivotal for B2B marketing businesses, as they actively interact with content, from liking social media posts to downloading e-books. Most crucially, these engaged clients are the ones making purchases. The article emphasizes the importance of B2B client engagement strategies that focus on all leads, aiming to boost sales and retain customers. Engaged clients are more inclined to buy products and stay loyal to a brand. The key to successful B2B client engagement lies in three elements: value, quality, and trust. Clients seek personalized marketing that directly addresses their needs. They also prioritize data-backed claims over empty promises. Trust, the core of any engagement strategy, is built through testimonials, transparent business practices, and personalized marketing. The article suggests six strategies for enhancing B2B engagement: webinars, content marketing, account-based marketing, lead nurturing, multi-channel strategies, and re-engagement strategies.
To stay front of mind with nuclear power facility decision-makers, nuclear technology company Framatome attends industry events and advertises in electricity and utility publications. However, most digital and print publications are quite general. SmartBrief, a division of Future B2B, on the other hand, specializes in niche newsletters -- such as Nuclear SmartBrief -- with a […]
In the evolving B2B marketing landscape, professionals are grappling with rapid changes, especially as traditional in-person events and conferences decline due to the pandemic. This has led to an increased emphasis on B2B content syndication services. Content syndication involves republishing a company's original content, such as blogs or videos, on third-party sites, expanding the content's reach and audience. These services can be free, like sharing on platforms like LinkedIn, Medium, or YouTube, or paid, where dedicated networks offer industry-specific programs to convert content into tangible results like leads. When selecting a B2B content syndication service, it's essential to ensure it can handle suppression lists, apply complex lead filters, format leads for legal compliance, and support multimedia assets. Additionally, the service should be capable of executing multi-touch campaigns and account-based leads, enhancing the overall content value and targeting potential prospects effectively.
The marketing landscape is rapidly evolving in an increasingly uncertain world — understanding your customers’ changing behaviors and being able to adapt accordingly can make all the difference between just surviving and thriving. As businesses embrace digital transformation and move toward a more customer-centric model, first-party data has emerged as a crucial resource that can […]
B2B marketers, especially in the tech sector, heavily rely on content marketing, with a notable 91% of organizations emphasizing its importance over their B2C counterparts. Achieving success in B2B tech content marketing demands a multi-touch lead generation strategy, powered by diverse and engaging content. This article serves as a guide, highlighting the most effective B2B tech content types and offering examples for each. It underscores the need for B2B tech marketers to possess a comprehensive skill set in content writing and development to meet their marketing objectives. Some of the highlighted content formats include whitepapers, e-books, case studies, and webinars. The article also touches upon the challenges large organizations face in developing a diverse range of engaging content and suggests partnering with content development specialists to address this. The piece concludes by emphasizing the role of multi-vendor webinars in lead generation and the benefits of creating a comprehensive content library.
At the cornerstone of content consumption and the evolution of technology sits generative AI, which is fundamentally changing how brands and marketers conceptualize, produce and deliver creative content across multiple channels. Using the right prompts, generative AI allows for a seamless and personalized creation process for visual media and helps create interactive digital experiences. Delivering […]
Customer retention in Software-as-a-Service (SaaS) companies goes beyond repeat purchases. It signifies continuous software subscription renewals, system upgrades, and add-on purchases due to satisfactory customer experiences. The article underscores the importance of B2B SaaS customer retention strategies that equip and reward loyal customers. Key takeaways include the financial stability indicated by high customer retention and the significance of consistent communication in resolving issues and meeting customer expectations. The article lists eight strategies: meeting customer expectations, monitoring customer feedback, addressing issues promptly, using data-driven approaches to enhance customer experience, observing data absence as an indicator of dissatisfaction, mapping the customer journey, rewarding loyalty, and providing resources for sustained product use. Effective customer retention boosts a company's financial health and ensures long-term success.
To excel in multicultural marketing, focus on three best practices: research, representation, and respect. Thoroughly understand your audience's cultural nuances and avoid stereotypes. Ensure your marketing materials feature diverse, authentic representation to resonate with various communities. Show genuine respect by engaging with your audience in a way that values their unique identities and experiences. These strategies foster trust and loyalty, essential for effective multicultural marketing in an increasingly diverse society.
The landscape of content marketing is ever-evolving, with new trends emerging and old ones fading. The article highlights five pivotal B2B content marketing ideas to stay ahead in 2024. Firstly, it emphasizes the importance of EAT (Expertise, Authoritativeness, Trustworthiness) for optimizing content, as Google's algorithm now prioritizes these factors. Secondly, incorporating author bios in content can bolster its credibility and fulfill EAT requirements. Thirdly, amidst the saturation of thought leadership content, creating unique content is vital. Innovative formats like infographics, videos, and technical comic books can make content stand out. Fourthly, sharing customer-driven content, such as testimonials and case studies, can enhance trust and authority. Lastly, exploring new social media platforms, including TikTok, can help brands tap into new audiences. The article underscores the need for aligning content strategies with current trends to remain relevant and impactful.
This article highlights the significance of B2B content marketing for tech companies. It presents four exemplary B2B content marketing strategies employed by tech firms to engage their audience and drive results. These examples demonstrate how tech companies can leverage content to showcase their expertise, address customer pain points, and position themselves as industry leaders. By analyzing these successful campaigns, businesses can glean insights and best practices to refine their content marketing efforts and achieve desired outcomes.
Connected TV (CTV) advertising is revolutionizing marketing with precise targeting and direct-to-consumer strategies. CTV enables brands to reach audiences through smart TVs and streaming devices, driving engagement with personalized, interactive ads. The shift from traditional linear TV to CTV offers benefits such as enhanced storytelling and measurable data but also poses challenges like ad fragmentation and privacy concerns. Effective CTV strategies integrate with other digital marketing efforts, creating captivating content that resonates with viewers and drives conversions. As CTV ad spend rises, embracing these opportunities is essential for future success.
Ethical marketing, emphasizing transparency, honesty, and social responsibility, is crucial for building consumer trust and engagement in the digital age. Conscious consumers prioritize brands that demonstrate ethical practices, such as environmental sustainability and social responsibility. Successful examples include Warby Parker’s eyewear donation program and Patagonia’s environmental activism. Adopting ethical marketing principles not only fosters loyalty but also enhances a brand's reputation, leading to long-term success. Conversely, unethical practices can result in consumer mistrust and financial losses, highlighting the importance of genuine ethical commitments for future business sustainability.
B2B marketing – like every other form of marketing today – is constantly in a state of flux and evolution. No longer is it just evolving to be more B2C-like, it’s also facing changing technology and customer/prospect expectations. Future B2B, a global publisher of specialist content for professionals across 15-plus industries, dives into three B2B […]
Content syndication is a powerful tool for marketers aiming to maximize their return on investment. It facilitates the distribution of digital assets to generate new leads, target specific audiences, and educate potential clients. The article outlines seven pivotal strategies for effective content syndication: 1) Utilize gated content, such as e-books, whitepapers, and videos, which require users to provide contact information, ensuring lead generation. 2) Collaborate with niche platforms that understand your business and audience. 3) Implement filters to target specific job titles, industries, and locations. 4) Produce concise and easily digestible content. 5) Ensure your content is unique and memorable, standing out in a saturated digital landscape. 6) Regularly clean your lead list to maintain updated and usable data. 7) Engage in lead nurturing, building relationships with potential clients through follow-up communications. The article underscores the importance of a tailored content syndication strategy for optimal lead generation and conversion.
Content syndication is a powerful tool for marketers, but its success hinges on tracking the right metrics. The article delves into five key metrics that can provide insights into the effectiveness of content syndication campaigns. These include Marketing Qualified Leads (MQLs), which indicate potential customers based on interactions; Cost Per Lead (CPL), assessing the return on investment; Cost Per Opportunity (CPO), bridging marketing and sales efforts; Asset Downloads, measuring brand awareness; and Inbound Web Traffic, gauging interest in the company. Tracking these metrics ensures that content syndication campaigns align with business goals and deliver maximum ROI.
The Challenge Connecting with a niche ICP digitally Historically, during their weekly company-wide meeting, HourWork executives had a standing question for the marketing team: “How are we connecting with our Ideal Customer Profile (ICP) digitally?” Abby Richter, who joined the company initially as a Senior Program Director, says it was always a ‘scratch-your-head moment.’ The […]
The Challenge Thomson Reuters approached SmartBrief to help drive brand awareness and purchase intent of their products within targeted business units and customer segments. Our Solution SmartBrief created a multiplatform advertising campaign to target energy & oil, technology and finance professionals within the relevant SmartBrief publications. An exclusive dedicated email send and premium placements provided […]
Hewlett Packard Enterprise is the global edge-to-cloud Platform-as-a-Service company that helps organizations accelerate outcomes by unlocking value from all of their data, everywhere.
Content marketing for B2B is pivotal in the contemporary buyer's journey, influencing over half of B2B buyers' purchasing decisions. This article showcases 10 of ActualTech Media's most triumphant content formats. B2B tech content marketing demands precise, targeted content to captivate niche audiences. Some of the most prosperous content formats encompass webinars, research reports, blog posts, and e-books. B2B content should be tailored and specific to achieve the highest success rates. The article delves into various content formats, such as e-books, which offer in-depth exploration of intricate topics; tech briefs and whitepapers, which provide concise insights; blogs, which cater to early-stage buyers; and unique formats like tech comic books. Videos, podcasts, and third-party content also play a crucial role in engaging and informing the audience. ActualTech Media emphasizes the significance of diverse and innovative content to resonate with tech professionals.
Content creation is vital for technology companies, especially with the extended buyer journeys in B2B products. However, with limited time and budgets, many companies face challenges in producing consistent, high-quality content. The article presents seven compelling reasons to outsource content creation: 1) Outsourcing can lead to significant cost savings, eliminating the need for hiring specialized talent and investing in content-related tools. 2) It allows companies to produce content tailored for every stage of the buying journey. 3) Outsourcing offers scalability, adjusting to the varying content needs throughout the year. 4) Companies can tap into industry-specific expertise not available in-house. 5) External agencies bring fresh perspectives, enriching the content pool. 6) Outsourcing ensures consistent quality and budget management, aiding in tracking return on marketing investment. 7) It enables internal teams to focus on core business tasks, leveraging their deep product and business knowledge. The article concludes by advocating for the strategic outsourcing of tech content to maximize benefits.
When Apple Mail implemented its Mail Privacy Protection framework blocking email senders from collecting certain user data in 2021, one of the most important – and straightforward – email metrics got a little more muddy. Apple announced in July 2021 that its MPP framework would prevent email senders from collecting user activity data by way […]
Amid the shifting sands of algorithm changes and social media instability, marketers know that one constant remains, especially for B2B brands: Email delivers. That’s why, coupled with the value audiences continue to derive from newsletter content, the newsletter landscape is more crowded than ever. More than 9 in 10 Americans subscribe to an email newsletter, […]
Marketers who fail to embrace strategies that include diversity, equity and inclusion efforts could not only tarnish their brands but also risk isolating an influential segment of multicultural consumers. It is important for brands and marketers to understand that customers look for authenticity and evaluate brands across all touch points of the buying cycle. When […]
As B2B marketing strategies continue to put more emphasis on digital content, it is vital to your organization’s success to create and execute content campaigns to connect with your audiences — here is what you need to know to create an effective strategy from the start. Content marketing is an important part of capturing potential […]
Post-webinar surveys are a crucial component of a comprehensive webinar strategy, offering insights into the effectiveness of the event and the preferences of the attendees. Conducted immediately after the webinar, these surveys capture feedback while the content is still fresh in the attendees' minds. The insights gained can be invaluable for optimizing future webinars, understanding the audience better, and refining marketing strategies. Surveys can include a mix of scale, open-ended, and multiple-choice questions. Some essential questions to consider include gauging the attendees' satisfaction with the webinar, understanding how much of the presented information was new, assessing the speaker's knowledge, and identifying the most and least helpful parts of the webinar. Additionally, feedback on potential future topics and the likelihood of attendees recommending the brand or attending future events can provide a holistic view of the webinar's impact and areas for improvement.
Challenges Intel approached ITPro to create a product awareness campaign for Intel vPro PC Processor Our Solution ITPro developed a campaign consisting of Q&A Videos with OEM Partners (Lenovo, Dell and HP) and a series of sponsored thought leadership articles written and produced by our expert editors. The average time spent on articles was 4 […]
