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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3 Creative Ways to Build B2B Tech Thought Leadership on a Budget

You’ve done your research, defined your buyer persona and found out where your target audience hangs out.

Now what?

Time to compare your list of channels to your target cost per lead (CPL) and your budget. What do you have leftover to work with?

Chances are, if you're not working for a multi-billion dollar tech corporation, then you’re probably working with a limited budget. And because B2B companies gain 14% of their leads from SEO alone, it stands to reason that a huge budget isn’t necessary anyway!

So, how are you supposed to help grow your business with little-to-no extra marketing budget?

Check out a few of our creative and budget-friendly ideas that will help showcase your industry expertise, build brand awareness and attract organic leads so that you can grow your case for an increased future marketing budget.

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Key Takeaways: The 2018 Business Technology Forecast

This week, Kiwi team members attended the first Business Technology Forecast event put on by our friends at AtNetPlus, a local IT leader. Not only did we learn what’s ahead for the tech industry, we also got to meet some great local companies that we’re excited to keep in contact with!

So, what did we take away from the event?

Looking at real-life examples, we learned what technology is needed for small- to medium-sized businesses (SMBs) to stay relevant and safe in today’s fast-paced, consumer-driven environment.

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Keeping up with your B2B tech content calendar

As a smart tech marketer, we don’t have to tell you that content is king. Or, remind you that creating the quality and quantity of content needed to support ongoing inbound lead generation is tough.

According to HubSpot, B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month. Yet, a recent study by Content Marketing Institute found that 49% of B2B marketers faced content creation challenges.

Sound familiar?

If you’ve ever found yourself thinking “Oh crap, we have to write a blog post about something!” then read on for five easy and practical tips to generate content your audience will love.

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Easy Sales Funnel Fixes for B2B Tech Companies

If you’re a marketing manager in tech, you likely have at least one well-defined buyer persona that you use to guide your content marketing efforts. But do you have a well-balanced mix of content to support them throughout the three specific stages of their buyer’s journey?

If you’re only focused on churning out multiple blogs per week, you may be missing opportunities to convert marketing qualified leads (MQLs) to sales qualified leads (SQLs) during the consideration stage. And, if you’re running multiple webinars per month, are you ignoring top of the funnel activities?

(Don’t be too hard on yourself…Forrester reports that one-third of B2B marketers fully admit that their #1 problem is figuring how to serve up the correct content to specific buyers when the time is right.)

Want to see where you may be missing valuable content for your tech buyers? Read on.

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Testing Tools Every B2B Tech Marketer Needs in Their Tool Belt

Is your marketing working?

Ahh…the age-old question from CFOs everywhere: are you spending your marketing budget as efficiently and effectively as possible? Hopefully, you said “yes”…

…but, how can you be sure?

The strategy for successful marketing is simple: test, analyze, optimize, repeat.

That’s right: stop doing the same thing over and over again, expecting different results. Use our testing process and find out which of your marketing efforts is most successful.

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How to be a Tech Company with a Killer Content Marketing Strategy

You’re a B2B tech company. You have a great product, service or software. And, you’ve got a pretty okay website (or maybe you don’t) that explains who you are and the value your company can provide.

While those are all good things, 60% of B2B decision-makers say that content provided by companies helps them make smarter buying decisions (Marketo, 2015). So, if you’re not leveraging content marketing, you could be missing out on dozens or even hundreds of potential customers.

“But why does my B2B tech company need a content marketing strategy?”

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Steps to Launching Your First Inbound Marketing Campaign

Inbound marketing is an excellent strategy for B2B tech companies—especially those with complex products and long sales cycle. In fact, a reported 89% of B2B marketers are using inbound and content marketing. Now, if that doesn’t tell you that B2B companies are having success with inbound and content marketing, I don’t know what will!

One of the top reasons B2B brands have success with inbound marketing is because inbound efforts compound over time — that is, every blog that you create, every time you show up on a search results page, and every other piece of your online content can help you with three things...

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5 Reasons Tech Companies Should Work with a Marketing Agency

As a tech marketer, have you've experienced any of these all-to-common issues at your job?

  • You have a small team and are required to perform tasks outside of your primary skill set.
  • You have a long list of important projects that have gone uncompleted for weeks…or months.
  • You don't have time to stay up-to-date with changing technology and marketing trends.

(I see you nodding at the computer screen…)

What if you could solve these problems simply by working with an outside marketing agency who specializes in your industry? It's true…and here's how your day-to-day life could change for the better.

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Top 4 Must-Measure Metrics for Tech Companies

There are two types of people in the business world: those who dream in pivot tables and VLOOKUPs, and those who secretly wish a cyber attack on the makers of Excel.

Whatever your personality, data is imperative to the success of your business: you need it to make informed decisions at all stages of your sales funnel.

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