Stories on the tech industry, content marketing and online sales enablement
It’s commonly said in marketing that “content is king.” But how do you demonstrate content effectiveness to other stakeholders in your organization? Marketers need to show that the content they are creating and promoting is helping to achieve business objectives. It’s important to understand that key performance indicators (KPIs) vary by campaign stage. For example, […]
If you want to successfully market a product or service, you need to understand everything you can about who your targeted decision-makers are and what they care about. A way to increase your understanding is the development of marketing personas. Per Wikipedia, “a persona in user-design and marketing is a fictional character created to represent […]
The awareness of the cybersecurity threat has skyrocketed in recent years. That has translated into explosive growth for the cybersecurity market. From a size of only $3.5 billion in 2004, the global market exceeded $137 billion in 2017 and is forecast to reach $248 billion by 2023. Despite those billions being spent most organizations cannot […]
I’ve been involved with Government Marketing University (GMarkU) for many years. It’s proven a great vehicle to collaborate with the broader B2G marketing community and share best practices. That’s never been more true than right now. Kudos to GMarkU founder Lou Anne Brossman for not letting COVID-19 and stay-at-home orders get in the way. As […]
For many years Google was seen as a proponent of unfettered sharing of online information, sometimes referred to as the concept of the “open Internet.” Google also instituted the AdSense program, through which online publishers were rewarded if their content sent traffic to Google search engine. Now it’s Google the walled garden, using its dominant […]
The third annual GAIN conference took place earlier this month and was again a huge success. GAIN has become the conference to attend for B2G marketing professionals. Hundreds of government marketers gathered to share best practices around the general theme of customer experience. My personal favorite was the presentation on the customer journey given by […]
Earlier this month Michael Brenner published a good article on his Marketing Insider Group site outlining some common content marketing pain points. Brenner is a former corporate CMO who became an early evangelist for the content marketing approach. I talked about his prediction for native advertising back in 2014. His list of seven problem areas […]
Recently IDG put out a customer survey designed to show what B2B technology buyers are looking for when considering IT purchases. As one of the largest online media and marketing organizations focused on technology, IDG has a vested interest in staying on top of what IT decision-makers want. So does StoryTech, so I’ve reviewed their […]
It’s hard to believe another year has gone by. It doesn’t seem that long ago I was writing about the tenth anniversary of this site at the end of last year. 2018 was a busy year, and running my content marketing firm again took time away from publishing stories on my personal site. Despite the […]
Last week I attended an event put on by Market Connections, Merritt Group and the Professional Services Council. It shared the results of a survey focused on the business development and marketing practices of B2G contractors. It was an informative session looking at what’s working, what’s not, which tactics are ascendant and which are on […]
This week I attended an interesting Market Chat Live event sponsored by MeriTalk and Government Marketing University. It focused on understanding the WIIFM – What’s In It For Me – element in your B2G marketing to specific agencies and government decision-makers, aka account based marketing. Steve O’Keefe, founder of O’Keefe and Company and MeriTalk, opened […]
Yesterday I spent time with former senior government leaders discussing a very hot topic in federal IT circles. We recorded content for an upcoming podcast series looking at the Modernization of Government Technology (MGT) Act. Our three experts were all Government Marketing University ambassadors, and we were brought by GMarkU founder Lou Anne Brossman as […]