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Harness the power of immersive and dynamic visual storytelling

We live in an interactive, animated digital culture. Much of this is new to my generation (baby boomers) and certainly nothing my parents ever experienced. But storytelling is timeless. From the age-old tales in Homer鈥檚 Iliad to the classic themes of hero, villain, and someone (or something) that needs rescuing,…We live in an interactive, animated digital culture. Much of this is new to my generation (baby boomers) and certainly…

B2B marketing’s traditional funnel model is being replaced, and marketers will lead the charge

As B2B buyers increasingly look to buy in B2C-style fashions, IDC's ACE model introduces a digital way forward aligned to how today's buyers operate. While the new framework requires deep strategic and organizational changes, Foundry CMO Brian Stoller shows us why it's needed now more than ever.As B2B buyers increasingly look to buy in B2C-style fashions, IDC's ACE model introduces a digital way forward aligned to…

Connected data: the missing link in B2B audience engagement

The state of B2B data  B2B marketing has a data problem.  And no, I am not talking about scarcity of data (in fact there鈥檚 an abundance of it). I鈥檓 talking about the gap that exists when it comes to connecting data for B2B go-to-market motions.  The problem is as B2B…The state of B2B data  B2B marketing has a data problem.  And no, I am not talking about scarcity of…

Embracing 鈥楩OMO鈥� in b2b marketing

The feeling of FOMO… sucks.   If you aren’t familiar, FOMO stands for 鈥渇ear of missing out鈥�. It鈥檚 the feeling that whatever you are doing, you are missing out on something even bigger and better.  Maybe you were scrolling on social media and saw friends having fun without you. Or, you…The feeling of FOMO… sucks.   If you aren’t familiar, FOMO stands for 鈥渇ear of missing out鈥�. It鈥檚 the feeling that…

How to enhance and optimize global storytelling to engage local audiences

I鈥檝e written before about the importance of good storytelling as a differentiator for technology content marketers. Storytelling is the backbone of any brand, and to tell a great story you need to deeply understand and connect with your audiences.   One challenge for global organizations is how to forge deeper connections…I鈥檝e written before about the importance of good storytelling as a differentiator for technology content marketers. Storytelling is the backbone…

Choosing martech tools and channels

Marketing budgets have taken a hit in 2023. Looking ahead, many CMO鈥檚 are reporting that their budgets will likely stay the same or decrease. Making the focus on the most efficient tools, data, channels, and process for hitting goals crucial.    What marketing channels should you be focusing on, and what…Marketing budgets have taken a hit in 2023. Looking ahead, many CMO鈥檚 are reporting that their budgets will likely stay…

Don鈥檛 be boring: 5 ways to have fun with B2B social

Ever find yourself trying to convince people that B2B marketing is fun? Welcome to the club. But can we blame them when boring is the stereotype? People notoriously pin B2B marketing as bland infographics and eBooks. However, that doesn鈥檛 have to be the case, and shouldn鈥檛 be 鈥� especially for…Ever find yourself trying to convince people that B2B marketing is fun? Welcome to the club. But can we blame…

Understand the nuances of the tech sector crucial for developing effective lead generation strategies that resonate with potential customers complete with research, how-to insights, and case studies.Understand the nuances of the tech sector crucial for developing effective lead generation strategies that resonate with potential customers complete…

Tech marketer’s report card

Are you creating the content that your audience needs? Look at what IT decision-makers truly need throughout the purchase process and what tech marketers currently create and have on their radar.Are you creating the content that your audience needs? Look at what IT decision-makers truly need throughout the purchase process…

Based on the 2023 Digital Business study, this executive summary provides insight into the digital-first business objectives organizations are planning for, challenges associated with achieving digital success, and the tools and solutions they plan to invest in to assist their goals. According to the research, the majority of organizations (93%) have…Based on the 2023 Digital Business study, this executive summary provides insight into the digital-first business objectives organizations are planning for,…

In search of content marketing鈥檚 perfect balance

How do you strike the perfect balance between creating high-quality content and a high-quality distribution plan so that potential buyers not only see your content but actively engage with it?How do you strike the perfect balance between creating high-quality content and a high-quality distribution plan so that potential buyers…

6 storytelling tricks to help you create an emotional connection with your customers

The relationship between brand and story  The first time I heard the word 鈥渂rand,鈥� I was maybe 10 years old. My dad came home with a short iron rod as big around as a ballpoint pen. It had a triangular handle on one end and his initials 鈥� 鈥淩BT鈥� 鈥�…The relationship between brand and story  The first time I heard the word 鈥渂rand,鈥� I was maybe 10 years old.…

Does your content marketing deliver on a brand-to-demand scale?

Understand the opportunity and urgency to influence buyers along each stage of this decision-making process. Buyer-centric content marketing is central to this 鈥渂rand-to-demand鈥� approach.Understand the opportunity and urgency to influence buyers along each stage of this decision-making process. Buyer-centric content marketing is central…

4 content marketing tips B2B marketers should know for 2023

As marketers in the B2B world, we know that marketing trends come and go, and we must adapt as the world and technology changes around us. This past year, we learned a lot about what works and what doesn鈥檛 in terms of content. Attending events this year, such as INBOUND…As marketers in the B2B world, we know that marketing trends come and go, and we must adapt as the…

Customer Engagement Study 2022

To recommend appropriate solutions to their organization, IT decision-makers need relevant resources. Learn how to connect with tech buyers in this process and ensure your content is of value.To recommend appropriate solutions to their organization, IT decision-makers need relevant resources. Learn how to connect with tech buyers in…

The modern role of events

B2B events offer an unparalleled experience, unmatched by any other B2B channel.   Events create an engaging platform where we connect directly with our audience, hearing about their experiences and challenges firsthand, and fostering genuine conversations. These interactions help us understand our audience better, build trust, and establish meaningful relationships, leading…B2B events offer an unparalleled experience, unmatched by any other B2B channel.   Events create an engaging platform where we connect…

Partner marketing has gone from a benefit enjoyed by only the largest firms to an essential component of a modern sales and marketing ecosystem. Foundry鈥檚 2022 Partner Marketing research helps define the value of partner marketing along with the benefits and challenges that marketers experience. It also addresses what鈥檚 needed…Partner marketing has gone from a benefit enjoyed by only the largest firms to an essential component of a modern…

Here鈥檚 what separates 鈥榞reat鈥� from 鈥榞ood鈥� in tech content marketing

With remote and hybrid work models likely here to stay, technology content marketers will need to continue to raise their game to attract and engage with IT buyers.With remote and hybrid work models likely here to stay, technology content marketers will need to continue to raise their…