White papers

The Outlook for Business-to-Business Technology Marketing in 2013

The sixth annual Technology CMO Roundtable, presented by Arketi and our media partner PR News, buzzed with ideas, best practices, learnings, questions and – most importantly – actionable insights.

During the sometimes spirited conversations, five consistent themes emerged:

• Buyer-centric marketing is a must
• Content is conversion king
• Video is valuable
• Partner marketing is a “win-win”
• CMO meet CIO, CIO meet CMO

Roundtable participants included executives from Brickstream, Cbeyond, ControlScan, Cortera, GigaOM, PMG, Travelport and Vendormate.

The Outlook for Business-to-Business Technology Marketing in 2012

Some 60 marketing executives from leading technology companies across the Southeast gathered to discuss the current and state of marketing within the business-to-business technology sector – and prospects for 2012. Their thoughts include:

• Doing more with less – even for those who anticipated a marketing budget increase
• Putting the buyer’s needs first – as a way to avoid “prospect fatigue”
• Balancing the marketing mix – while experimenting with new tactics
• Making metrics matter – and learning from the results
• Content marketing and social marketing – overlap or convergence?

Roundtable participants included executives from Cbeyond, Red Hat, Ebix, Qualcomm, Fiserv, Sevigistics, and CDC Software.

Five Steps to Automate Your BtoB Marketing

As more avenues for online lead generation open up, simply producing more leads may not necessarily be as valuable to the sales department as producing more qualified leads.

Using off-the-shelf marketing automation technology, touch points with a prospect can be unified into one cohesive platform, aggregating all prospect interaction data into one system. In this way, BtoB sales organizations gain significant marketing and sales efficiencies, effectively automating their BtoB marketing programs without having to increase marketing spend.

This white paper presents five key actionable steps that show how implementing a marketing automation solution can maximize your on-going investment in lead generation and facilitate turning your existing “suspects” into prospects.