Author: MV Editor

Every year, Marketing Vogue partners with hundreds of B2B tech companies across the APAC region to execute their marketing strategies. We recognize the top performers with our annual Archer Awards. So, what distinguishes the seven 2021 winners from the rest? In this article, we highlight some key strategies that these successful regional programs have in common. 1. Define Your Target Market, But Stay Open to New Opportunities It’s crucial to begin any campaign with a clear understanding of your target audience. Many of our clients use Account-Based Marketing (ABM) or specific account lists to focus on the companies they believe…

The success of any go-to-market (GTM) partnership hinges on a shared belief that two companies, working together, can achieve more in the market than they could separately. Even when both partners are committed to this vision, challenges can still derail the partnership. Internal issues like lack of clear planning or overpromising can create friction, while external factors such as market shifts or logistical difficulties (especially during a pandemic) can add complexity. To uncover how organizations overcome these challenges and nurture successful alliances, Michael Latchford, VP of Strategic Alliances and Partner Marketing Services, spoke with Joseph George from Hewlett Packard Enterprise…

We’ve All Been There: 4 Ways to Improve Your Copyediting Skills We’ve all had that moment: sending out a promotional email with a missing word or realizing your e-book has a formatting error after it’s already in your audience’s hands. It’s frustrating to have put in so much work, only to miss a small mistake – and it can ruin an entire campaign. Beyond the personal irritation, these errors can hurt your brand. Over time, they can add up, making your business appear less professional and prompting your audience to notice in a negative way. It may sound extreme, but…

A Practitioner’s Guide to Intent Data Whether you’re already using intent data or just getting started, 2025 promises to be a game-changing year for businesses leveraging this powerful tool. To help you navigate the complexities, Marketing Vogue is hosting a virtual summit titled Leveraging Intent 2025: Discover, Personalize, Scale. On March 30, industry experts will dive into how intent data can supercharge your go-to-market (GTM) strategy. You’ll learn how to identify in-market buyers, personalize campaigns for better engagement, and accelerate sales opportunities. Before jumping into the myriad ways intent data can benefit your business, it’s important to first understand exactly…

ABM Observations and Learnings from 2022’s B2B Marketing Exchange After attending the B2B Marketing Exchange (B2BMX) in Scottsdale — the first in-person event I’ve been to in two years — I gained valuable insights into the evolution of account-based marketing (ABM). The event offered a great opportunity to reflect on how much ABM has evolved in the past couple of years. Whether it’s 1:1, 1:Few, or 1:Many strategies, ABM is clearly here to stay and is proving to be an effective method for driving real revenue growth by focusing marketing and sales efforts on targeted accounts. At B2BMX, I had…

3 Key Elements Every ABM Strategy Must Get Right Many Account-Based Marketing (ABM) programs are still missing the mark because marketers often misunderstand or overlook their core goals. While it’s normal for ABM strategies to differ depending on the size, structure, and focus of an organization, there are fundamental principles that must be in place for ABM to succeed. Without these, even the most sophisticated ABM efforts are likely to fall short. Our experience shows that getting these three ABM fundamentals right can significantly set you on the path to success from the start. 1. ABM’s Primary Goal: Drive More…

Key Challenges in Regional Content Marketing Strategy Content development plays a vital role in any tech vendor’s marketing approach, but many marketers still struggle to create material that truly resonates with their audience. This challenge is even more pronounced for regional marketers who often lack the resources to build content that speaks to the specific needs of their local markets. Marcelo Loustau, Head of Demand for APAC at B2B tech agency MOI Global, brings nearly a decade of experience in technology sales and marketing. He shares his insights on building effective content strategies that drive results in the region. What…

The landscape of B2B demand generation strategy is rapidly changing. Until recently, demand gen teams were laser-focused on lead volume—identifying, converting, and qualifying prospects. But the focus is shifting. Now, it’s about understanding buying groups, delivering personalized experiences, and adapting to evolving buyer needs. To stay ahead and build high-performing demand gen programs, you need to keep up with the latest trends, assess potential gaps in your strategy, and ensure you’re equipped for the future. To help professionals stay on top of these developments, BrightTALK is hosting a virtual summit titled Driving Demand: Build Authentic Connections with Buyers on May…

Marketing with and through Partners: Insights for Success In discussions with partner marketing teams, we’ve seen a variety of approaches to both marketing with and through partners. To better understand how organizations use these strategies to drive success, Michael Latchford, VP of Strategic Alliances and Partner Marketing Services, spoke with executives from Red Hat, Cisco, and Intel: Helen Kim (Red Hat), Mark Murphy (Cisco), and Julie Malloy (Intel). Here are some key takeaways from their conversation. Differentiating “Marketing With” and “Marketing Through” Partners There are different strategies that companies use within their partner ecosystem to achieve business goals, but two…