Based on a 2012 study conducted by IDG, 95% of B2B tech buyers watch tech-related videos. That’s a significant portion of a technology-based company’s audience and an undeniable reason to incorporate video into your marketing strategy.
And of those viewing tech-related video, 46% visited a vendor website or contacted a vendor for more information after watching and 42% actually purchased a product. That gives you quite a significant return on investment.
Understanding your audience is very important in any type of marketing, whether it be written content or video.… Read the rest
Few things excite analytics and marketing professionals more than great craft beer and talking about the tech industry. We’re bringing both of these things together … in Ohio City … on Wednesday! Come to the lower room of the Market Garden Brewery & Distillery at 6:00 p.m. on April 3rd to network, socialize and boost your analytics knowledge. The featured speaker will be Michael DeAloia (pictured, right), Regional Vice President of Expedient Data Centers, perhaps more famously known as the former City of Cleveland “Tech Czar.”
Register for WAW
If you are at all interested in analytics, marketing, or the tech industry, be sure to register for the upcoming Web Analytics Wednesday in Cleveland.… Read the rest
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 final purchase decision. I will break down the three simple steps these decision-makers take—research, consider and commit—and how search fits into each according to Google’s study “The Evolving Path of Today’s Tech B2B Customer.”
Step One of The Purchase Funnel: Research
A majority of B2B tech customers said that they turn to search engines to help them understand which brands offer the product or service they are looking for.… Read the rest
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 generate 50% more sales ready leads at 33% lower cost. This leads to the question – has the value of lead nurturing been underrated?
When it comes to SaaS marketing, lead generation has always been a top priority, but there are two major problems SaaS marketers face that lead generation does not overcome.… Read the rest