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Technology Marketing Trends: Defining Today’s B2B Tech Buyer

In today’s evolving tech marketing landscape, a detailed understanding of your audience is critical to the success of your marketing campaign. Unfortunately for the B2B tech company, whose customers...

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B2B Tech Companies: How Does Your Online Marketing Plan Stack Up?

According to IDC’s “2012 CMO Tech Marketing Benchmark Study,” technology companies are investing less in traditional marketing and investing more in digital marketing. This results in more competition...

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B2B Tech Marketing: The Importance of Timing Your Content

Timing is everything – especially when it relates to tech marketing and nurturing the technology decision-maker with your online content. When UBM Tech Web asked technology buyers in their Buyers...

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Technology Companies Use Marketing Automation To Surpass Competition

Is your company’s wide variety of online marketing tactics and media outlets making your online marketing objectives difficult to track? Marketing automation is a way to organize your many online...

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Engage B2B Technology Decision-Makers with Social Media

For the B2B marketing executive, social media is routinely left absent from their marketing plans – with many believing that its practice should be restricted to the B2C environment. Recent research,...

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12 Stats from 2012 Every B2B Technology Marketer Should Know

As marketing planning for 2013 revs into high gear,  technology marketers should pay attention to a few important statistics and studies from this past year: 1) Buyers of high-consideration B2B tech...

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Keep More SaaS Customers With Lead Nurturing

More than half of B2B marketers have not established lead nurturing, according to MarketingSherpa. It’s hard to believe when Forrester Research reported that the companies that excel at lead nurturing...

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The Role of Search in the B2B Technology Purchase Decision

Search plays a very influential role in a B2B tech buyer’s path-to-purchase.  Because a  purchase can take up to six months or longer, it’s important to fully understand how search can facilitate the...

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4 Content Marketing Tips for Manufacturers

No matter where you look, all online marketers today are talking about content marketing. It’s all the rage, but is your manufacturing company taking advantage of it in the way it should be? Here are...

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Marketing Automation Can Put You Ahead of 75% of the Fortune 500

Could it be that simple? Well, not exactly. Employing marketing automation as a tactic is the first step, but it requires an expert focused on developing strategies and content taking your lead...

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B2B vs. B2C Copywriting: An Emotional Journey

As a copywriter who is dedicated to working primarily on B2B websites, I’ve often fallen into the trap of thinking that B2B copywriting vastly differs from B2C writing. While you might choose...

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Why Jargon Could Be Your Worst Enemy

Copywriters, marketers and brand ambassadors of the world, listen up. Jargon might just be your worst enemy. We think using industry terminology or jargon makes us look smarter, but sometimes it can...

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How Manufacturers Can Align Digital Content with Buying Cycles

If you’re a manufacturer and you’re not producing online content, you’re missing out big time. According to the Chief Marketing Officer Council, 87% of B2B buyers say that online content has either a...

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19 Marketing Statistics Every Manufacturer Should Know

The digital marketing space is always changing, and everyone is just trying to keep up. As a manufacturer today, you need to be well-versed in all aspects of marketing—not just traditional marketing....

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Marketing Automation & Its Role in Organizational Change

There are many ways in which organizations change, and if you’re familiar with change, you may be familiar with the concept of evolutionary vs revolutionary. Evolutionary change is the gradual sort....

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Understanding the ‘Automation’ in Marketing Automation

Marketing automation platforms allow for one central place for all of your marketing activities. Marketing is the key to their survival and your understanding. So, where does the term ‘automation’...

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5 Reasons to Use SlideShare for Lead Generation

Who knew presentations could become a source of leads for your company? If you aren’t currently using SlideShare for lead generation, it’s about time you consider joining the largest social “content”...

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What Constitutes Good and Effective B2B Content?

[Ed. note: This post is the 2nd in a series of guest-post exchanges between Fathom and Right On Interactive, a marketing automation company that emphasizes lifecycle marketing "that helps organizations...

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How Busy Manufacturers Can Make Time to Blog

As any digital marketing expert will tell you, there are many benefits to having a blog. But if your manufacturing company has a blog and doesn’t maintain it, that’s even worse than not having one at...

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Is Your Manufacturing Company on LinkedIn? It Should Be. Here’s Why.

Fathom has been trumpeting the value of social media in-general and LinkedIn in particular for business clients for quite sometime, but it never hurts to refresh our readers’ memories every now and...

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