High-value content shows your company really understands your buyers’ needs, challenges, and responsibilities. But how do you balance the time required for customer-centric content against the volume of content you create day-to-day?
Building email lead nurturing campaigns might seem daunting, but I can attest they really pay off. My client, inContact, develops cloud solutions for contact centers, and has used these types of campaigns successfully with their Eloqua marketing automation system for a few years.
I'm often ask how to get started with email nurturing. Here are the six steps inContact followed to launch their campaigns:
I love a good research report. For marketers, it’s the closest we come to having a crystal ball that gives us relatively concrete answers about nebulous subjects like buyer behavior. One of the areas where I see many of my clients have long conversations with their colleagues is their websites. Should we put our address in the footer? Should social media sharing buttons be located near every case study link? Will long contact forms turn our buyers off?
Since I used to be a product marketer in the software security world, and I have a few clients who also operate in that space, I'm pretty aware of the many ways that cybercriminals can hack your account, steal your identity, and generally cause a great deal of stress.
Here's an interesting infographic that shows just how prevalent the problem is. Follow these steps to make your mobile device more secure.
Are software developers now the key to selling your high-tech product? According to this article, the selling process has shifted and developers are now a key constituency.
It's always gratifying to know that folks who are trying to get their personal content beast under control find my webinar and articles on the subject helfpul.
Do you ever lament the fact that there are very few industry events focused on marketers in the technology industry? Well, here's one that's happening in just a few weeks in Cleveland.
Quick pop quiz for technology marketers:
1. For which type of purchase do you think IT buyers want more information – a complex technology purchase or a more commoditized one like a laptop or tablet?
2. For which of these purchases – a complex or a commoditized – do IT buyers rely most heavily on peer recommendations?
You may think a copywriter focuses mostly on writing, which is certainly true, but interviewing is really the linchpin that helps the writer get the information they need to write persuasive, compelling copy.
When you’re hiring a copywriter, you're obviously looking for someone with excellent writing skills. That's a given. But high-tech is a complex industry, so good writing skills alone are not enough. The ideal candidate needs solid business acumen, the ability to quickly comprehend technology, and an understanding of how to market and sell high-tech products.
That's why these 11 questions can come in handy next time you evaluate copywriters. (Download a PDF copy of the checklist here and print it out so you’ll have it next time you need a copywriter.)
Find the right B2B high-tech copywriter with this free 11 point checklist.