In one of my previous lives, I spent well over a decade working in IT building and architecting networks, supporting users and spending weekends in server rooms doing migrations. It gave me some unique perspective in marketing and evangelizing tech solutions because, at some point in my career, I was the buyer. That perspective helped me realize that approaching, marketing, and selling to the tech buyer was a bit different. And even some of the approaches I used, say, 10 year

It's the given constant frustration in every B2B company: Marketing needs to give really good leads to sales so sales can pick up the phone, ask "Wanna buy?" to a resounding "Yes" from the buyer, Right? But the reality is Marketing delivers leads of a variety of types at an equally varied levels of quality to a Sales team that has been given the expectation of converting every single one to sale. It just sounds like it's not going to work. And often, it doesn't. So, Marketin

Whitepapers are a staple in any tech companies content arsenal as a lead generation tool. But, sadly, many just sit on the company's website and are never fully utilized. If a whitepaper is to have an impact in the buyer's journey, there are a few elements about your next whitepaper you need to consider when using it to generate leads. 1. The Title The title is probably the most critical aspect of your paper. Here's why. First off, if it doesn't catch the attention of the (p

I have yet to meet a VP of Marketing or CMO yet that has told me “we have enough content.” Based on the fact that you’re reading this article, you’ve already admitted your company lacks the proper content. And content marketing is the lifeblood of most organizations. Long gone are the days of simply saying “bread for sale”; today’s marketer needs to have blog posts, whitepapers, webinars, videos, and more, all telling prospective buyers why they need bread, what kinds of bre

I spent this week at TechEd, helping Netwrix drive interest in their new release of Netwrix Auditor. This being my first year not attending as a VP of Marketing, I walked the floor and couldn't help but take notice of the many things exhibitors are doing wrong on the floor. Don't get me wrong, none of my booths in previous years were ever perfect, but we had a goal, a strategy and an execution plan. Here are the things I saw that no good tech company should do when exhibitin