Written by Rob O'Regan on 07/01/2020
IDG’s Customer Engagement survey, now in its 7th year, always includes a few surprises. But it also includes a few themes that carry over from year to year. The one constant that deserves marketers’ full attention is what I call the “value gap”– the disconnect between IT buyers’ need for relevant, helpful content and technology […]
Written by Rob O'Regan on 03/05/2019
Technology marketers are making steady progress in the art and science of brand storytelling – aka content marketing. In the B2B tech edition of the Content Marketing Institute’s latest study (sponsored by IDG), 75% of tech marketers say their content marketing efforts are more successful than they were a year ago. Nearly half (49%) believe […]
Written by Rob O'Regan on 28/03/2019
At the leading ‘edge’ of a hot new industry category
Written by Rob O'Regan on 13/02/2019
Competitive differentiation with a software guarantee – and Legos
Written by Rob O'Regan on 16/01/2019
Content is the new advertising, and the best stories are told through the voice of the customer.
Written by Rob O'Regan on 04/10/2018
A roll-up-your-sleeves mentality, combined with AI-powered technology, deliver the right marketing mix at Progress.
Written by Rob O'Regan on 27/09/2018
Driving demand means leveraging technology and data to understand the buyer journey across all touchpoints. And doing it quickly.
Written by Rob O'Regan on 17/09/2018
A data-driven transformation led by an “accidental CMO” unearths deep insights about IT buyers – and shifts mindsets about the business of marketing
Written by Rob O'Regan on 13/09/2018
HPE’s recently appointed CMO shares his thoughts on building a modern digital marketing organization and the importance of aligning closely with sales across the buyer journey
Written by Rob O'Regan on 17/05/2018
I’m not a huge fan of the term “thought leader”, but it does provide useful context for technology marketers trying to reach IT buyers. Thought leadership is a critical component of any content marketing strategy, because demonstrating expertise on a topic is a critical step in building credibility and trust with prospective customers. I would […]
Written by Rob O'Regan on 03/04/2018
Content marketing is not rocket science – but it can get complicated. Here are seven steps to help you create high-impact programs that move the needle on your business. Step 1: Define your target. Buyer personas are a foundational component of a content strategy – if you don’t understand the needs and pain points of […]
Written by Rob O'Regan on 16/03/2018
As digital transformation disrupts traditional IT architecture, IT buying patterns are shifting as well. Notably, incumbent vendors appear to be losing their edge against startups and other new entrants. IDG’s latest Role & Influence of the Technology Decision-Maker study finds that of the more than 2,000 technology purchases studied, nearly half (48%) went to a […]