I’m a fan of Seth Godin. His books and posts are concise, thoughtful, and almost always give me something to think about. Last week he wrote a post of particular interest to B2B technology marketers, entitled “The rational marketer (and the irrational customer).” In it, he wrote about the key problem B2B marketers face [...]

Tough economic times raise a dilemma for Product Managers. Do they hunker down and focus on incremental improvements – adding bits and pieces or should they still continue innovating with the potential of widening their gap with their competition? While the right answer is obvious the personal decision is harder to make in a situation of increased job vulnerability.

In our last post we discussed the basics of evaluating the ROI of a technology purchase. Now let’s make that abstract discussion somewhat real by taking a deeper look into a case study for IT Management investments.

Hands down, the corporate website is the best way for technology marketers to reach prospects. Designed to engage the IT professional, it’s the best platform for articulating and presenting your message. It also includes all your relevant call to actions, whether online demos, white papers, or brochures – which convert prospects into qualified leads. Put simply, the corporate website is where effective technology marketing happens. And because of its importance in the lead generation chain, marketing organizations spend a significant portion of their budget on channels (print, online, social media), which direct prospects to their site.

So how do we measure our website bang for the marketing buck? And, are we really getting the return we need on our website investment? Let’s take a look at what tools, new and old, are available to measure our website effectiveness.

One of the main tests for any technology purchase today is its ability to deliver the targeted level of Return on Investment (ROI). Simply put, ROI is the estimated gains (or losses) that are the result of a given investment. 
Acquiring a new technology that can increase operational efficiency (and therefore reduce ongoing costs) or improve business productivity (and drive higher [...]

 Super Bowl XLIII found its place in the history books for not only serving up a classic game of football – with nailbiting twists and turns until the last seconds and a rousing half-time show from the “Boss” – but also a number of firsts. The Steelers became the winningest team in history and Mike Tomlin the youngest coach ever [...]