Marketing automation is one of the buzz words so frequently used by B2B marketers. Not surprising when it can be reduce time and cost, nudge leads gently along the sales funnel and increase the number of conversions. I personally relish the chance to get sophisticated and smart with marketing automation and the software tools out there allow just that, without the heavy investment you traditionally had to put into new systems, creative and processes.

Earlier this week, I attended a demo and best practice session by Marketo. They’re the fastest growing company in this sector and there’s no surprise why. I was absolutely blown away by the functionality of their CRM and marketing automation system. (Continue reading…)

For years, buying technology has been the remit of the CIO or IT Director, depending on the size of the organisation. They had the power to determine the IT infrastructure, hardware, software and any technology devices. They had control over budgets and of suppliers. These days, things are very different.

(Continue reading…)

As specialists in technology marketing, we get the chance to talk to many technology businesses about their marketing strategies and what types of marketing they have explored – or even discounted.

There are common issues which arise again and again in our discussions, issues which have either deterred an SME from exploring marketing options or, having delved into marketing, led to disappointing results.

So here we’d like to explore those common issues and examine why they need not be a stumbling block when it comes to instigating a successful online marketing campaign. (Continue reading…)