Your message may be a square peg in a round hole. B2B technology marketers face a difficult challenge, they have to explain both the business value and the technical value of their product to their customers and prospects. And many do this by weaving the two stories together, to create one product and company message. From [...]
It’s not about you, it’s about them. Social Media 101 has taught us that one-sided broadcasting is a cardinal sin. Our world grows ever more social by the day and there’s no room or time for ‘all about me’ shows where we tell our audience why we think we’re great. Our role now is to [...]
The News in IT Management and Beyond is a column in our bimonthly MarketPlane newsletter. We’re including it as a blog post, because of it’s broad appeal to the tech community. CA Acquires Assets of Cassatt We covered the demise of Cassatt a few weeks ago. And now in the final act of the story, [...]
As long-time marketers of IT management products and services, we know it’s an exciting and challenging environment to work in. IT management products and solutions are complex, interdependent, and fragmented into many niches. Each niche is highly competitive with several enterprise level and many mid-to-small business plays competing for the same customer. With a technical [...]
With the explosion in the number of online tools to complement traditional methods of outreach – marketers now need to fine tune their strategy. Why use a megaphone when what is required is the one-on-one sharing of an insight with a prospect far along the buying cycle? Why look for larger crowds when you can [...]
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 – [...]
In our earlier 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. You can also read our case study on the same topic. Typically, IT Management would cover multiple domains [...]
