Blog

ICYMI: Recap of TechConnect, Goodybye Funnel, Hello Flywheel

As we approach the new year, what better time to dive into a topic that’s shifting the way we think about marketing as a whole.

Jacob Carlson, Principal Channel Account Manager at HubSpot, flew in from Boston to headline this month’s TechConnect meetup.

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UPDATE: 6 ways to immediately improve your B2B buyer personas

As a smart B2B marketer, you’re probably already rocking a pretty solid buyer persona. You know your ideal customer’s job title, age and educational background. You know where he goes to read up on the latest industry news and what LinkedIn groups he belongs to. You’ve even given him a catchy name, like IT Manager Tim or President Paul.

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Planning for 2019: Steps for a Smart Tech Marketing Plan

This is an especially busy time of year for marketers.

Between wrapping up campaigns, doing final lead gen pushes to meet targets, end-of-year client gifts, and trying to wrap up 87 projects while balancing time out of the office, this time of year is CRAZY for marketers.

Since that doesn’t leave a whole lot of time to think about your 2019 marketing strategy, here are our suggestions for how to get started with your plan.

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Your B2B Tech Buyer Persona is Probably Outdated

If you’re anything like many of the software and tech companies we work with, your buyer persona probably goes something like this...

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The Flywheel Revolution: Bringing Customer Service into Your Tech Marketing Plan

The funnel has retired, and the flywheel has taken its place. Your tech sales and marketing efforts should no longer be focused on spitting out a customer at the end of the process, but instead, leveraging your customer even after the sale has been made.

In this post, we’ll explore how marketers should be thinking about the Flywheel as it relates to their total marketing plan.

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Why marketing data makes tech marketers feel so good

The past couple weeks, I’ve been spending an exorbitant amount of time with data, and I think I’m in love.

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Why is B2B Tech Marketing so Hard?

We all know B2B marketing usually gets the short end of the stick.

Marketing strategy approaches are often lumped in with B2C strategies, only with some slight differences. It’s a logical decision, not an emotional one. You’re selling to businesses, not consumers. You have long sales cycles, not impulse buys. Right?

While these “slight” differences are plain and simple, there’s so many more reasons that set apart B2B from B2C. It really is a completely different marketing beast.

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ICYMI: Recap of “The State of Tech Marketing after GDPR”

GDPR pandemonium has caused a lot of stress and confusion for tech marketers. How compliant does your organization need to be, even if you don’t do business in the EU?

While not the “sexiest” topic in marketing, it is important for all marketers to make sure you understand the ins-and-outs and establish your plan.

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The Secret Psychology Behind Conversion Optimization

Every tech marketer is dying to know the secret to optimizing conversions and building a lead generation machine with cushy downstream revenues. So what’s the secret? Tell us the secret!

It’s not a simple wave of the magic wand or anything like that, but rather an accumulation of consistency and the the right mash of Why, When and Who.

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Tech companies need this one unexpected role in their marketing department

Running the marketing department for a software or tech company is an exceedingly complex job.

The scope of work is vast, the technology and tactics field is broad and the expectations are high.

In a perfect world, all marketing tactics would easily generate a slew of fantastic leads.

Then, in that perfect world, your marketing automation tool would use it’s sixth sense to know whether or not the leads are qualified, hot and ready for the sales reps to follow up. Then, your marketing automation tool would magically ZAP those great leads to your sales reps and BOOM—lots of new deals are rolling in.

OK, let’s snap back to reality.

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