Last week, I shared what we had learned about the Economic Outlook and its impact on IT spending and your marketing plans. So what should you be doing as a marketing pro? Especially before your CEO or CMO comes and asks for a 12% reduction and starts mucking up your well-thought out plan. If that has already happened, well time to re-think your go-to-market approach.
A big topic happening in conference rooms and hallways everywhere is the impact of the shifting economy – on IT spending and therefore on marketing. So, should I change marketing tactics during turbulent/shifting global and US economy? Unquestionably Yes! Your IT prospects and customers are doing it, so should you.
If you are a marketing professional in the business technology category, there is no doubt in my mind that you have been forced to learn the best practices for capturing leads to fill your sales channel. And if you have not, well, then I would recommend you start doctoring up your resume for a new gig and post it, because odds are the demands of your profession are passing you by, and you’ll probably get canned.
Marketing Sherpa has just made available the presentation, MP3 file and transcript of the June 17, 2008 event that provided a high level overview of the annual Business Technology Marketing Benchmark Guide.
The presentation is full of great graphs and stats on what your peers are experiencing in our marketplace and how the audience is reacting.
One of the core tenets of effective web marketing is to place your offer contextually where your best prospects do their homework and conduct business.
It sounds so obvious, but we as tech marketers are spending tens/hundreds of thousands of $$ building elaborate sites to try and get prospects to engage with our solutions. It makes so much more sense to be where your audience is already actively researching and searching for information to figure out their options.
I remember first starting in this business and hearing about the “technology market analysts” at various firms in the industry and thinking “what makes these people fit to tell others what to do?”
Marketing Sherpa just published "CAN-SPAM Update: Have You Complied With the New Rules Yet?". It is very comprehensive overview of the CAN-SPAM rules and the new rules that will take effect in the next couple weeks.
Looking for ideas? Need inspiration? Here you will find hand-selected resources including marketing best practices, relevant articles, marketing research and links we hope you’ll find useful. For more resources from InformationWeek Business Technology Network - check here!
Come back often, as we will update frequently.
As B2B tech marketers, we are constantly trying to align our message, offers and products with customer pain points and funded initiatives of IT decision makers.