white papers

The Outlook for Business-to-Business Technology Marketing in 2011

With an optimistic outlook on the 2011 business environment, four consistent themes emerged from the Roundtable discussions:  

1. A growing best practice is to reach outside one’s own marketing/PR department to help quench the increased need for more content creation.
2. Strategic requirements are being placed on social media efforts prompting communications professionals to take a critical look at who the social web is really influencing.
3. The mapping of content by format and function is starting to gain more traction as BtoB marketers are using more and more content delivery platforms.
4. High-tech and high-touch touch tactics aimed at customers are likely to be used by more companies in the coming year.

Roundtable participants included executives from A.D.A.M., Cbeyond, Equifax, GMT Corporation, Lancope, OpenSpan, Ryla, Servigistics, and Verifone.

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.

The Outlook for Business-to-Business Technology Marketing in 2010

In the fall of 2009, Arketi Group hosted the third annual Atlanta High-Tech CMO Roundtable. More than 20 marketing executives from leading technology companies throughout the Southeast gathered to discuss the current and future state of marketing in the business-to-business (BtoB) technology sector.

In the wake of an economic recovery and a vastly shifting marketing landscape, some consistent themes emerged that every BtoB marketer can benefit from knowing:

	The BtoB technology sector is finally ripe enough to allow a true partnership between Sales and Marketing for lead generation and nurturing initiatives.
	Social media is not a magic marketing bullet, but this legitimate communication channel has found a corporate champion in the PR department of most BtoB organizations.
	Content has become the fuel for most marketing efforts of companies seeking to gain market share and accelerate growth.