Beyond Content Marketing: The Consultative Engagement Imperative for High Tech

This is Part 1 of  our  “Anatomy of a Successful Consultative Content Campaign” series that explores the keys to designing and implementing a successful ongoing consultative content marketing initiative.  This report explores how content marketing, as traditionally implemented, is no longer a solid stand-alone strategy for high-tech marketers who target the enterprise market.  The report makes the case for developing a consultative content development strategy that can be implemented across different mediums – email newsletters, blogs, video, social media, white papers, etc.

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Mobile Policy, DPI, and Web/Video Optimization Market To Reach $2 Billion in 2013, Says ABI

The mobile portion of the policy server (PCRF), DPI, and web/video optimization market as a collective whole is estimated reach $1.4 billion in 2012 and will grow to $2 billion by end 2013, according to the latest forecasts by ABI Research. ABI Says that of this, more than 70 percent of the market is standalone DPI and policy server related, which will grow at CAGR of 33 percent between 2012-17. According to the forecast, by 2017 the overall mobile monitoring and optimization market is expected to reach $8 billion, with DPI, policy, and web/video optimization making up 73 percent of the market, from the current 50 percent market share. “While policy, DPI, and optimization have traditionally had separate ecosystem vendors, there are some indications that these functionalities might get integrated,” said Aditya Kaul, ABI practice director, mobile networks. “Although there is an ongoing debate within the industry about the pros and cons of this integration, the interworking and cooperation of these three functions is necessary to deliver smart mobile traffic monitoring, optimization, and monetization solutions.” The forecast was published November 2 as a part of ABI’s mobile network monitoring and optimization six-monthly market update. Additional information about the forecast is available from the company’s website. (ABI Research, 516-624-2500, www.abiresearch.com.)

Getting from Good to Great Marketing – A Marketing Nation Virtual Event Keynote

An excellent joint keynote address today by Sanjay Dholakia, Marketo’s CMO, and Lori Wizdo, Principal Analyst at Forrester.  The two discussed the evolving role of the CMO in a time when marketing channels are more complex and complicated that ever. And, the notion that the IT Buyer is becoming more sophisticated with purchasing decisions. At the backdrop, the need for “sales” to understand the right time to engage with a prospect during a campaign cycle. Pay close attention to the change that is occurring within the Marketing & Sales funnel. It can mean the difference between converting or losing a prospect. View Full Presentation