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PowerContent Blog

Category:  Content Marketing  Sales Cycles  Buyer Research  Demand Generation  

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?

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Category:  Content Marketing  Buyer Research  

Developing personas for each of your key buyers is one of the best time investments you can make. But once you've created them, there's always room for refinement.

(For more on buyer personas, see my previous post where I interview Adele Revella: "The #1 Thing All Technology Marketers Should Do".)

 

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Category:  Content Marketing  Technology Marketing  B2B Sales  Sales Cycles  Buyer Research  Case Studies  

If you’ve read my blog, you likely know I am a HUGE advocate of regularly interviewing customers or prospects.  Here is a real-life example of the outstanding benefits companies can reap if they regularly converse with their customers.

 

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Category:  Content Marketing  Lead Nurturing  Qualified Sales  B2B Sales  Lead Generation  Sales Cycles  Content Strategy  Buyer Research  

UBM TechWeb recently published an interesting report on what technology buyers want from their vendors’ content. As you might image, it didn’t involve requests for more product datasheets.

Rather they want fact-based, best practices-oriented content that helps them make purchasing decisions. Although this research is focused on the technology industry, the results can be applied to most any complex, B2B purchasing cycle.

(To see the what buyers don't want in your content, visit my post: "Technology Buyers' Biggest Marketing Turn-offs.")

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Category:  Content Marketing  High-Quality Leads  Qualified Sales  B2B Sales  Lead Generation  Buyer Research  Product Marketing  

When it comes to content – planning it, creating it, using it – Product Marketing’s role is often unclear. In many organizations, the role of content creator and planner is the Marketing Communications team.  They handle outbound marketing execution, and hence, take the lead in content creation and distribution.

But given that Product Marketing is often a key business owner for a particular product or service, and probably cares a good deal about how their product is being marketed to buyers, it makes sense to include Product Marketing in content marketing efforts.

Plus product marketers have the buyer knowledge to create really good content. No one else in Marketing likely knows as much about their buyers as the product marketers.


Category:  High-Quality Leads  Qualified Sales  Technology Marketing  B2B Sales  Lead Generation  Sales Cycles  Buyer Research  Industry Leader Interviews  

It will Transform Your Team into Your Company’s Most Valuable Asset

Adele Revella is the queen of buyer personas. I was fortunate, early in my career, to attend Adele’s “Effective Product Marketing” class. It’s where I first heard of buyer personas and their positive effect on your organization, your revenue, and your professional reputation.

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Category:  High-Quality Leads  Technology Marketing  B2B Sales  Buyer Research  

And Why MSU’ing is the Pits

Now, yes, I did attend Michigan State University, but MSU’ing is not about college. It’s about Making Stuff Up (that term is courtesy of Pragmatic Marketing) and it’s a rotten thing to experience if you’re in technology marketing.

If you’ve been a marketer for any length of time, you know that MSU’ing is not fun. It can cause the average marketing manager to sweat bullets.


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