Tech Marketing Articles

  • Insights for today's evolving world of work for tech marketers infographic

    What’s Next for Tech? Key Trends Shaping the Future of our Modern Workplace

    June 26, 2020

    Technology companies have a unique role to play in today’s economy and our ever-evolving modern workplace. Their tasks are simultaneously simple in theory and Herculean in execution: facilitate the continuation of business and transformation across our workforce. Clearly, this industry faces immense pressure. Yet for many technology companies, there’s an...

  • The VARs Mindset Shift: A Guide for Channel Marketers

    The VARs Mindset Shift: A Guide for Channel Marketers

    January 9, 2020

    Channel marketers at value-added resellers (VARs) know there’s a better way to structure partner marketing plans. Campaigns are often rapid-fire, involve inefficient heavy lifting and produce leads that churn and burn out. Where are the valuable, long-lasting customers VARs and their partners really need? The problem lies in the current mindset. The game is all...

  • LinkedIn's Underscore magazine

    Prepare for 2020 with Underscore: Our Magazine For Tech Marketers, by Tech Marketers

    December 17, 2019

    Today’s technology buyers have more experience, access to information and connectivity than ever before. Marketing to them means taking a holistic perspective into account – one that drills deeper into understanding who they are, how they interact with their peer communities, the context in which they make decisions, and the precise ways that they expect...

  • The Coming of 5G: What IT Leaders Think About Tomorrow’s On-Demand World

    The Coming of 5G: What IT Leaders Think About Tomorrow’s...

    October 23, 2019

    IT leaders are busily preparing for the tidal impact of 5G. 5G’s speed, constant connectivity and low latency can enable AI,...

  • An Insider’s View of the Hardware Buying Journey

    October 3, 2019

    The hardware buying landscape is complex and competitive. Buyers must weigh the risks and benefits of different features and models...

  • A Marketer’s Roadmap to Engaging Software Buyers

    A Marketer’s Roadmap to Engaging Software Buyers

    August 29, 2019

    The software buying ecosystem continues to grow and diversify, encompassing a more robust committee that makes decisions with the help...