B2B Target Market
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The Roles of Business and IT in Today’s B2B Buying Process
[vc_row pix_particles_check=””][vc_column][vc_column_text]The biggest change in the purchasing process for business technology over the past decade is the role of business users. IT no longer makes all of the decisions about technology. Instead, it’s the business users who use the tech on a daily basis who do much of the work. The area of low-code development,…
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The Original PLG: Marketing to Software Developers
More than 15 years after it happened, you can still find videos online of Microsoft’s Steve Ballmer chanting “Developers! Developers!” more than a dozen times at a Windows conference in 2006. You can’t blame Ballmer for his excitement. Put the right combination of tools, technology, and ideas in the hands of a developer and you’ve…
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How the Proptech Market is Changing the Real Estate Sector
Location, location, location. That’s the age-old advice given to real estate investors. And like the age-old advice given to many areas of life and business, today it’s often tweaked just a bit. Location, location, location – and data. Today’s real estate investors and developers have access to millions of data points to help them gauge…
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How to Market to Finance Roles During Economic Uncertainty
The pressure is on finance teams to better control spending and account for every dollar spent. And that probably doesn’t sound like a great time to be pitching new software to finance roles. But if tracking and managing an organization’s spending is the primary focus of your product, this might be your time to shine.…
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Understanding Differences in B2B Buying Groups
When companies need to add software to their technology stack, they typically form a buying committee made up of different people who will be affected by the decision. The average buying committee is around 7 people, however, no two buying groups look the same. Vendors must understand who they’re speaking to in order to be…
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Everyone Needs Cybersecurity. Who Do You Target?
Everyone needs cybersecurity — from enterprise corporations down to small businesses. Any size company can fall victim to a cyber attack, and the results can be disastrous. The average cost of a data breach is $4.35 million with small and medium-sized businesses (SMBs) seeing slightly lower, but still significant, costs of around $3 million per…
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How HR Tech Buyers Change with Employment Trends
Job markets were turned upside down when the global COVID pandemic struck in 2020. Employees in industries that suffered heavily from closures and restrictions looked for employment in more stable fields. Remote work meant office workers were no longer tied to jobs in their geographic region, as suddenly entire nations became job markets. Nearly 50…
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Owned Audience: How to Build an Audience for your Business
Building relationships is an essential part of marketing your business. Many business owners leverage tools like social media to gain a following, share their experiences, and generate warm leads for their products or services. But, even though tools like social media are great for expanding a company’s reach and meeting new people, most users don’t…
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How Your Target Market Changes When Everyone is a Tech Buyer
Gartner says that approximately 40 percent of all employees are what it describes as “business technologists.” These employees sit outside of the IT organization, but work with technologies like business intelligence and data analytics. And as more digital natives enter the workforce, the comfort level that employees have with data, application development, and technology in…
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How to Market Your Tech to Prospects in K to 12 Education
The K to 12 education sector is high on the list of industries upended by the COVID-19 pandemic. It’s also high on the list of industries that were perhaps permanently changed by the pandemic. Remote learning remains an area of intense focus in the K to 12 education sector. Many school districts were caught unprepared…
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How to Market SaaS Apps to SMBs
In this episode of B2B Nation, we talk to Paul Cowan, CMO of FreshBooks, about marketing software-as-a-service (SaaS) applications to small businesses. SaaS marketers tend to move more quickly than other B2B tech marketers, and that’s especially true of those targeting SMBs. Small businesses move fast, make decisions more quickly and look for ways to…
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5 Conversations for Your B2B Prospects in the Federal Government Sector
The internet is just one technology you use every day. As a marketer, you collect and analyze data. You might even use location information or some type of artificial intelligence or machine learning application. You likely don’t think about how these technologies came to be or how they were able to grow into useful tools,…
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How to Market to Financial Services Prospects
Like many industries, the financial service sector needed to pump the brakes on spending in 2020 as the world dealt with the pandemic. That’s not to say the industry sat on the sidelines entirely, however. In the US, financial services firms played a key role in the Payroll Protection Program (PPP) and other pandemic relief…
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Marketing to Healthcare Prospects: Show Your Empathy and Your ROI
Think back to 2019: cost pressures, a hefty regulatory burden, technology disruption from tools like artificial intelligence and cloud computing, and a search for innovative ways to connect patients with care are reshaping the healthcare industry. These elements and more were responsible for significant upheaval in the healthcare market before the global pandemic struck in…
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Using Hyper-Targeting To Segment For Alternative Virtual Events
As COVID-19 pushes many companies to move their events online, businesses are looking for ways to maintain event engagement and value while doing what’s best for public health. There are significant challenges in hosting virtual events — attendees are easily distracted, Zoom fatigue is a real thing, and many people just don’t have time with…