Business technology marketing

SUMMARY: The email database should be a high-horsepower engine that powers all Marketing and Sales efforts. When this asset is unstructured and full of uncertain data, it cannot provide a peak performance.

This case study looks at how one telecom company combined an email and content marketing campaign to reach its entire subscriber list and effectively segment its email database using high-value content as an incentive for user engagement.

Renee Himelhoch Chemel, Senior Manager, Global Marketing Programs, ECI Telecom, will present an in-depth look at this case study at the upcoming MarketingSherpa Email Summit in Las Vegas, Feb. 7-10. read the complete case study

SUMMARY: To wrap up another year of B2B marketing, we’ve reached out to seven marketers and industry experts to offer you six tactics based on marketing lessons learned in 2011.

Read on to find out what our expert sources said about lead generation, lead scoring and lead nurturing; inbound SEO; letting your customer tell you how to market to them; and making that personal touch truly personal. read the complete article

SUMMARY: "Personal experiences and prior relationships still trump all other communication factors, cited by 58% of respondents, with word of mouth and industry analyst coverage tying for a close second at 51%." "Consumer-generated media online essentially tied with traditional media outlets for influence, each cited by 28% and 27% of respondents, respectively." "Advertising (17%) and direct marketing (21%) were cited as the least important sources of information when it comes to generating short lists." view the complete research record

SUMMARY: Turning the launch of a super-technical product into an exciting, eye-popping event can take more than imagination and creativity. It can take marketing super-powers.

Find out how one marketer linked a technical product with a comic book-like superhero to create record-breaking responses. Includes clickthrough rates, creative samples and steps to turn your brand into a super-performer. read the complete interview

SUMMARY: We're excited to introduce the inductees to MarketingSherpa’s fifth annual Viral Marketing Hall of Fame.

See how seven marketers planned and executed campaigns that built their own buzz and pushed KPIs higher and higher. Includes screenshots, campaign summaries, and Sherpa analysis on seven campaigns from companies such as Disney, Microsoft and Atlassian. read the complete article

By Anne Holland, Content Director

If you’re in a services or B-to-B marketplace -- enterprise software, for example -- the last thing you’re probably doing is posting your prices on the company website.

Study after study reveals, however, that pricing information is precisely what prospects visiting your site are looking for:

- A June 2007 MarketingSherpa Study in partnership with Enquiro showed that pricing information was the No. 1 thing executives researching IT solutions in price ranges... read the complete blog post