Tech Marketing Articles

  • Taming the Monster

    Taming the IT Monster: A Technology Marketing Discussion with HPE’s McKaela Doherty and Chris Drago

    May 29, 2019

    From the start, Hewlett Packard Enterprise knew it had a monster campaign on its hands. “During the very first meeting when our agency presented the monster, we were sold,” HPE’s McKaela Doherty recalls. “We saw this giant lumbering character coming to life on-screen and knew it was something special.” Now comfortable in the hallways of its new home, the “IT...

  • Tech Targeting

    Targeting Technology Buyers: Reaching New Decision-Makers With Better Targeting Strategies

    May 23, 2019

    Today’s B2B technology marketers work hard to reach a more nuanced and diverse audience than ever before. With innovative, new solutions powering more of the modern organization, sharp, savvy customers expect successful outcomes and flexible, longer-term value from their vendor. Simply put, the age of enlightened technology buying is here. As we uncovered in our...

  • Enlightened Tech Buyer

    Let's Talk About Shortlists: How to Win Over the Hearts and Minds of Today’s Tech Buyers

    May 17, 2019

    Earning a top spot when it comes to vendor consideration is no easy task — especially when less than 20% of decision-makers will consider a new technology vendor this year, as revealed in our 2019 “Enlightened Tech Buyer” report. However, even with limited space on a company shortlist, we see the number of IT projects expanding, with new business technology...

  • The Guide to B2B Video that every tech marketer should read

    The Guide to B2B Video That Every Tech Marketer Should Read

    April 17, 2019

    Editor's Note: A version of this post originally appeared on the LinkedIn Marketing EMEA Blog. Products that are too complicated,...

  • B2B Product Reviews: A Marketer’s Guide

    B2B Product Reviews: A Marketer’s Guide

    November 15, 2018

    Today, consumers have more control than ever over a brand’s reputation — with online, influencer, peer and colleague feedback all...

  • #KidsExplainData

    How to Do B2B Marketing Right

    September 11, 2018

    Often the boldest campaigns we see on social media come from consumer brands. With big budgets and flashy products to peddle, it’s no...