2013 Technology Marketing Priorities Report: Marketers Perform At Least 7 Major Functions

In the New World of content marketing, today’s technology marketers perform an average of seven major marketing functions regardless of their title or job function, according to the 2013 Technology Marketing Priorities Report. The report, produced by IT Marketing World and UBM Tech, examines results from a poll of over 150 business technology marketing professional across North America.

According to the report the top three functions sited by technology marketers were:

  1. Strategic Planning
  2. Content Creation
  3. Campaign Management

The report, which was produced in connection with UBM Tech’s CreateYourNextCustomer.com, however, found that the top three priorities technology marketers cited were:

  1. Demand Generation
  2. Revenue
  3. Branding

“As technology marketers continue to suffer the effects of the Great Recession and struggle to identify best practices in the era of content marketing, the survey provides some relief in the form of actionable insights into their careers and marketing trends,” said Jim Novy, President of IT Marketing World. “Technology marketers now have solid data to help them benchmark their job functions, tools, metrics, budgets and other important data points relative to their peers.”

Additional findings of the study include:

  •  In 2013, demand generation and branding objectives dipped slightly in favor of more sales-oriented objectives of lead nurturing, increased revenue and increased ROI.
  •  92 percent of technology marketers are optimistic about their budgets.
  •  35 percent of technology marketers anticipate bigger budgets this year.
  •  Only 40 percent of technology marketers believe they are “somewhat to very sophisticated” at integrating their marketing campaigns.
  •  The average technology marketer described their level of integrating marketing campaigns at a 6.5 out of 10 rating—indicating the need to work on leveraging campaign tools and technology to improve response rate and feed the sales funnel.

“Marketing’s clear charter is to drive revenue by creating brand demand and accelerating the pipeline,” said Scott Vaughan, CMO of UBM Tech. “Tech marketers need to re-think and re-tool to deliver upon this new mandate, leveraging key strategies like content-powered marketing to discover prospects, nurture relationships and close revenue.”
G2Market’s Inside Scoop: If you’re a technology marketer, it’s no surprise that you’re overworked and wearing far too many hats. It’s also not news that generating demand, boosting revenue and developing strong branding strategies that are workable across channels is what drives the bottom line. This survey helps document the disconnect and can provide a valuable tool for marketers to justify to upper management the need to re-jigger the top functions with the most mission-critical strategic priorities.

(For additional information contact: IT Marketing World, 714-336-4854, www.itmarketingworld.com; UBM Tech, www.tech.ubm.com, www.CreateYourNextCustomer.com.)

- Susan Aluise
Sr. Editor, G2Market

SEO Content Solutions & Online PR Media Form Partnership with Boom!Social

SEO Content Solutions and sister-company Online PR Media, online content marketing providers, March 14 announced that they have formed a partnership with Boom!Social, a social media consultant. Under the new partnership, clients of both companies will be able to take advantage of quality, professionally optimized web content to fuels their strategic social media campaign.

Under the new partnership, SEO Content Solutions’ copywriters will perform their jobs as usual, i.e. providing clients with marketing solutions such as web site content, article and blog writing, press releases, etc optimized for maximum search engine visibility. These services will then be paired with social media techniques, developed by Boom!Social founder Kim Garst, to help businesses reach potential customers in online marketing.

Additionally, the materials produced by SEO Content Solutions will be applied to Boom!Social’s clients’ blogs, web sites, and social media outlets to help drive traffic back to client web sites. In exchange, Boom!Social will offer their social media skills to help clients share their content and build their networks to more effectively interact with their fans and followers.

“Social media and content marketing have become, in a way, dependent on each other for their success,” said Garst, Boom!Social founder. “We work closely with clients to help broaden their reach on social media and establish strong communities for their brands. In order to do this, however, they need to also be producing and publishing quality content that serves their community and establishes them as leaders in their industry.”

“Online marketing is a specialized field, and it takes experience to understand the best ways to utilize SEO and social media to accomplish a company’s goals,” said Christine O’Kelly, SEO Content Solutions co-founder. “Over the years, our clients have realized incredible results from the optimized content we provide and we’re thrilled to have the opportunity to work with Kim and her team who continue to demonstrate the importance of a well maintained Social Media presence to any business.”

G2Market Inside Scoop: Studies have shown that B2B decision makers are more likely to buy into their own research in online publications and social media. That means content marketers need to step up their game by creating (or collaborating with respected, independent publishers to deliver) a unified online/social media presence that can set them apart from competitors. I echo the sentiments of Online PR Media co-founder Tara Geissinger: “The unquestionable marketing power of social media, in tandem with properly optimized and professionally written content, gives businesses the best possible opportunity for success.”

(For additional information contact: SEO Content Solutions, www.seocontentsolutions.com; Online PR Media, 888-451-4213, www.onlineprmedia.com; Boom!Social, www.kimgarst.com/contact-kim, or www.facebook.com/BoomSocialMedia.)

- Jack Bradman
Sr. Client Partner, G2Market

IBM Wins 2013 Digiday Award for Best Content Marketing Program

Skyword, a digital content production platform, March 13 announced that its client, IBM’s Midsize Insider, was awarded a 2013 Digiday Publishing Award for Best Content Marketing Program, in recognition for content marketing that both engages consumers and demonstrates real business results. The award was presented to IBM along with collaborators Digital Influence Group and Skyword at the Digiday Publishing Awards Gala in New York City.

“The competition for the Digiday Publishing Awards this year was tremendous, and the judges certainly had their work cut out for them in choosing the finalists and winners. Skyword, IBM and Digital Influence Group’s recognition was well deserved and the work has raised the bar when it comes to strategic content marketing programs. I applaud and congratulate all of our finalists and winners, as they had a particularly competitive year,” said Nick Friese, founder and CEO of Digiday.

Midsize Insider is a hub of expert information and analysis tailored for mid-sized business owners and IT decision-makers. The site has enabled IBM to build more meaningful relationships with current and prospective customers by offering a unique perspective on breaking news and evolving trends in information technology. With more than 60 freelance writers, journalists, analysts and bloggers with expertise across IBM’s business priorities such as cloud computing, business analytics, data security and virtualization, the site publishes daily educational content optimized for search and social.

“We are thrilled to be recognized by Digiday for our content marketing program,” said Leslie Reiser, IBM Digital Marketing Worldwide program director. “The ability to create compelling content is more important than ever, and to receive this accolade further validates our efforts—and honors the content strategy, writers, and technology that drive this program forward every day.”

Skyword recruited technology news writers for IBM’s Midsize Insider program from registered freelance writers on the company’s writer network. The writers create all their articles for Midsize Insider on the Skyword Platform to help IBM streamline and automate the critical steps in the content creation and publishing process.

“We are excited to see IBM receive this well-deserved award,” said Tom Gerace, Skyword founder and CEO. “Midsize Insider is a great example of the way companies can build community—and competitive advantage—through relevant, shareable and thoughtful content.”

G2Market’s Inside Scoop: Awards are great, but results win the day. Kudos to IBM for not trying to reinvent the wheel by fulfilling all its content marketing needs in house. The strategy of commissioning professional technology writers to create content across all IBM’s business priorities is a coup for the company and a model for future strategic B2B content marketing initiatives.

(For additional information contact: Skyword, 855 759-9673, www.skyword.com.)

- Susan Aluise
Sr. Editor, G2Market

Search Engine Watch: 5 Critical Components of Successful B2B SEO Content Marketing Execution

If your company isn’t involved in content marketing you may be falling fatally behind your competitors in this new digital marketing era, this from Search Engine Watch’s Derek Edmond.

“According to data from the 2013 B2B Content Marketing Report,” said Edmond. “A coordinated effort between MarketingProfs and the Content Marketing Institute, B2B marketers are spending 33 percent of their marketing budgets on content marketing, up from 26 percent last year. Ninety-one percent of B2B respondents were engaged in content marketing in some capacity. In other words, if your organization is not invested in content marketing, you are well behind the curve in today’s B2B marketing environment.”

Among the challenges Edmond sites from the report are:

  •  B2B SEO needs content marketing to provide destinations for keyword strategy and a means for acquiring links and social media visibility.
  •  Quality content is more important than quantity.
  •  And one issue B2B marketers face is the notion that “producing enough content” was more challenging than anything else.

So here are Edmond’s top two critical components of successful B2B SEO content marketing execution:

  1. A Method for Aggregating Information. “In the midst of a sea of information, B2B search engine marketers need to streamline their focus in order to capture the best resources possible.” Edmond suggests using tools such as: A Twitter Influencer List, A Small Set of Google Alerts, A Small List of Email Newsletter Subscriptions, or An RSS Reader of Key Publishers.
  2. The Ability to Perform SEO / Content Marketing Competitive Research. “B2B SEOs need to understand the competitive landscape, from a content marketing and search perspective. The usual suspects related to SEO are important.” Edmond suggests reviewing and researching your: keyword visibility such as links acquired and relationship to keyword strategies. Visible social media metrics such as tweets, likes, or shares. Types of content assets available on competitive web sites such as blog, news, case studies, or video. Frequency of asset development, design, layout, and structure of content assets, competitive social media profiles, their activity, and messaging tactics, and type of content assets frequently found in search engine results for targeted keywords. “A lot of competitive data can be realized simply through manual site auditing and review. For search engine marketers with a greater financial budget for commercial software, Searchmetrics and SEOmoz (Open Site Explorer and FollowerWonk in particular) are good tools for evaluating competition.”

G2Market’s Inside Scoop: SEO is an entirely different ball game than it was 12-to-18 months ago and the most successful content marketers are agile to roll with that new paradigm. In today’s game, more is not always better – more likely than not, it’s just more. SEO is more strategic than tactical – and quality content can deliver a bottom-line payback as target customers (particularly in B2B) grow to trust their thought leadership.

(For additional information contact: Search Engine Watch, 800-955-2719, www.searchenginewatch.com.)

- Jack Bradman
Sr. Client Partner, G2Market