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IT marketing: Benchmarking report
B2B Marketing, Aug 2011, Pages: 63
The technology sector is growing and developing at a fastest pace than ever. Surfing the wave of the digital revolution, B2B tech companies are compelled to embrace the ongoing changes, to get equipped with the latest IT tools and techniques and ultimately to make the final move from the analog to the digital era happen. However, embarking on a new digital approach to their activity requires business brands to deploy significant efforts in terms of energy and resources dedicated to carry out this process.
This benchmarking report is designed to provide unprecedented insight into marketing trends in the technology sector. It draws a detailed picture of the processes B2B companies currently adopt to establish and achieve marketing objectives, as well as to select the tools and techniques to deploy, define budget-allocation policy and digital marketing strategies.
Being directly affected by the technological upheaval, marketing has witnessed a significant shift in its role within a company’s strategy over the last few years. Arguably, marketers’ core activity has gradually shifted – from ‘determining what products or services may be of interest to customers and what strategy to use in sale,’ to ‘create leads for sales’. Ultimately, the adoption of the latest digital-technology-driven tools and techniques made available on the market could represent the most efficient way for marketers to pursue their new challenging objectives.
This Technology Marketing Benchmarking report is designed to provide an actionable insight on B2B marketers’ trends attitudes and a clear view of the strategies they enact to define and achieve their objectives, to allocate their budget and resources, as well as to approach digital marketing activities. It also offers an overview on measurements, marketing spend and ROI strategies.
This guide is suitable for marketing directors, heads of marketing, marketing managers, marketing executives, head of social media and anyone involved in the process of defining – or re-defining social media strategies.
This research will help you:
- Benchmark your current technology marketing activity - enable comparison with other B2B marketers and brands on activity, spend and ROI
- Qualify your own results - determine whether you are maximising the potential of your activity or spend
- Evaluate and optimise your marketing tools and techniques – define criteria and usage strategies and ponder effectiveness
- Rationalise your routes to market – define investment and different approaches to market
- Understand digital marketing techniques
- Enhance your measurement tools and strategies
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