Business technology marketing

SUMMARY: There’s nothing like a 40% budget cut and staff reduction to make a marketing team focus on activities that have the biggest impact for the lowest cost.

Read how a team analyzed its marketing performance to determine which programs were really working – and which weren’t. Adjusting strategy based on those trends boosted total leads 12%, while increasing the value of opportunities in the pipeline by 65%. read the complete case study

SUMMARY: Online surveys can really add to your bottom line. You learn valuable information about your customers. Doing them right can make them even more informative and cost-effective.

See how a software provider entices 12% of past customers and 31% of all new customers to complete their surveys. Includes a dozen tips to help you craft your survey and subject lines that will gather revenue-boosting responses. 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