Author: MV Editor

Guiding the IT Buying Journey: Key Strategies for Partner Marketers At BrightTALK’s event, Reach: Intent. Content. Demand., Michael Latchford, VP of Strategic Alliances & Partner Marketing at TechTarget, hosted a panel discussion on Guiding the IT Buying Journey: Strategies for Partner Marketing. The session featured insights from Laurie Mitchell (VP of Partner & International Marketing at Wasabi), Meaghan Moore (VP of Global Partner Marketing at ServiceNow), and Amy McNew (Director, North America Ecosystems Marketing at Palo Alto Networks). They shared valuable advice for B2B technology partner marketers, offering strategies to engage buyers effectively for joint partner solutions. Here are four…

4 Tips to Help Partner Marketers Leverage Generative AI: Insights from Dell Technologies’ Cheryl Cook A recent study by the Enterprise Strategy Group highlights that marketing is the top area where companies are applying generative AI (GenAI), with 35% of respondents already using it and 45% seeing future potential. But what does this mean for Partner Marketing in the B2B tech space, and how can marketing leaders capitalize on this transformative opportunity? Cheryl Cook, SVP of Global Partner Marketing at Dell Technologies and host of The Partner Connection podcast, is leading the charge. In a recent discussion with Michael Latchford,…

Many B2B organizations are starting to tap into the power of intent data to enhance their go-to-market strategies and reach buying teams in new, more effective ways. However, many businesses hit roadblocks during their intent adoption journey. These gaps can alienate key team members and lead to wasted resources as companies scramble to get back on track. To help you avoid these pitfalls, we turned to the experts at Marketing Vogue, who work closely with clients to ensure smooth intent adoption and help marketing and sales teams unlock the full potential of intent data. Here are four key strategies to…

Aligning Sales and Marketing: 3 Strategies for Better MarTech Adoption You might be thinking, “Not another blog about Marketing and Sales misalignment!” Yes, it’s a topic that’s been discussed endlessly, but the truth is, the problem is as pressing as ever. Misalignment between marketing and sales teams continues to be a major drain on efficiency and revenue. In fact, according to LinkedIn’s Art of Winning report, a staggering $1 trillion is lost each year due to this misalignment—and that’s not counting the countless hours wasted when teams aren’t on the same page. No wonder so many leaders in marketing and…

Welcome to the final post in our three-part blog series on boosting your email marketing efforts. In the first two parts, we covered how to craft eye-catching subject lines and compelling calls to action (CTAs). Now, we’re going to dive into strategies for creating email copy that truly engages your target audience – marketing professionals. As a copywriter specializing in email marketing, I work closely with this audience every day, and the tips I’m sharing come from my own experience as well as insights from my colleagues. But before we jump into those tips, let’s first understand the challenges of…

The Value of Independent Third-Party Content in Today’s Tech Buying Process Independent, third-party authored content is increasingly seen as the most valuable resource for tech buyers, according to MarketingVogue’s 2024 Media Consumption Study. In fact, 87% of buyers say that credible, unbiased sources are critical when researching and creating a shortlist of potential vendors. This demand for reliable, high-quality content is growing, especially as generative AI becomes more prevalent. Why Buyers Trust Independent Content Buyers today are relying more than ever on independent experts and analysts for trusted information. Analyst firms like Enterprise Strategy Group, IDC, Forrester, Gartner, and Omdia…

As B2B marketers, we all know that creating high-quality content takes significant time, effort, and resources. So, when your content doesn’t deliver the expected results, it can be frustrating—especially when you’re not sure why it missed the mark with your audience. In this post, we’ll take a step back and look at the entire content creation process—from idea generation to distribution—and identify five common obstacles that can prevent your content from achieving maximum ROI. We’ll also share practical solutions to help you overcome these challenges and drive better engagement. 1. You Don’t Have Enough Data or Insight About Your Audience…

Charting a Course to ROI: Navigating Intent Data Challenges Effectively When used correctly, intent data can be a game-changer, providing clear insights into potential customers’ needs as they move through the buyer’s journey. However, unlocking its full potential isn’t always easy. Marketing, sales, and RevOps leaders often face challenges in effectively implementing intent data. If you’re running into roadblocks, you’re not alone. A recent webinar featuring top intent data experts revealed some common obstacles that marketing and sales teams still struggle with today. From understanding the different types of intent data to consolidating them into a single, actionable strategy, there…

In today’s unpredictable economic environment, B2B technology Partner Marketers face mounting pressure to meet aggressive partner pipeline targets while proving ROI. Simply generating leads is no longer enough—effective follow-up is essential to engage top-of-funnel prospects and turn interest into real business opportunities. Recently, Partner Marketing leaders Angela Motiani (Head of Partner Demand Generation at Klaviyo), Kristina Onyon (Director of Partner Marketing at Cloudflare), and Rachna Gupta (VP of Marketing at HashiCorp) sat down with Michael Latchford (GM & VP, Strategic Alliances & Partner Marketing Services) to discuss what works (and what doesn’t) in with- and through-partner demand generation. Here are…

Leveraging Technology, Training, and Intent to Maximize Sales Results In today’s fast-evolving B2B landscape, sales teams have access to a vast array of tools and technologies designed to boost efficiency and drive better results. However, with so many options available, it’s easy to get overwhelmed by the abundance of solutions on the market. The key to success lies in focusing on the right technologies that align with your goals, rather than accumulating tools without a clear strategy. Today’s buyers are more informed than ever before, thanks to easy access to information online. As a result, they expect highly personalized and…