Technology Marketing

A Key (but Often Missing) Ingredient for Case Study Success

May 15, 2013 by 3 comments

The well-known structure of the case study. We're all familiar with it:

  • The Customer
  • The Challenge
  • The Solution
  • The Results

But is that all there is to it?

Many marketing managers and copywriters seem to think so. Search through the resource pages of technology company websites, and you'll ...

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How to Get an Executive to Read Your White Paper

April 10, 2013 by Leave a comment

White papers…

They're not just for engineers anymore.

In fact, even in technology marketing, engineers are no longer the most important nor the most receptive audience for white papers.

In a recent survey, Eccolo Media segmented their technology buying respondents into two groups: purchasing decision makers (mainly C-levels, VPs and ...

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How to Turn Your White Paper Into Your Prospect’s Buying Specification

March 13, 2013 by Leave a comment

How do we give white paper readers what they want…

AND tell them what we need to tell them?

In a recent TechTarget/CMO Council survey [1], when respondents were asked what factors had caused them to be disappointed in a white paper, the three most common responses were:

  • Was ...
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How to Use Customer Awareness Level To Build Your Next Campaign

October 10, 2012 by 1 comment

In last month's article, we proposed that the most important question to ask yourself when starting a new marketing project is: What does my prospect already know?

We also asserted that a useful way to answer that question – to "measure" what our prospect knows about what we offer – ...

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What Is – And What is NOT – a White Paper?

January 12, 2012 by Leave a comment

If I were to ask you to define the term “white paper,” could you give me a clear definition?

Would it be the same as your prospect’s definition?

These are important questions for technology marketers, because of the importance technology buyers attach to white papers. In Eccolo Media’s fourth annual ...

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Technology Buyers Want Longer Case Studies

December 14, 2011 by Leave a comment

Preferred case study length, % respondents, Eccolo Media B2B Technology Collateral Surveys, 2011 (i) and 2010 (ii).

Those results represent a sharp contrast to the case studies found on most tech company websites, which usually run only a page or two in printed (pdf) form.

Technology marketers would do well to ...

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3 Copywriting Rules You Must Break When Marketing to Engineers

November 16, 2011 by 3 comments

If you’ve spent any time around engineers, you’ve probably realized that, as a group, they're different from “normal” human beings.

And those differences make them a tough sell.

Being an engineer myself, and having worked as one in high-tech for over 20 years before becoming a copywriter, I feel I’m ...

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