| According to Content Marketing Institute, 70% of B2B marketers say that they will produce more content in 2017, citing lead generation and brand awareness as their two most important content marketing goals in the next 12 months. Is your company being left behind? Our new e-Guide titled "Developing Your Content Strategy" gives you the basics on how to get started with your content development and content marketing strategy. |  |
 In order to create awareness for your business, attract and educate your potential customers you need to have a well thought-out content strategy. Depending on your business goals, a content strategy typically aims to increase the volume of incoming leads, generate awareness for your company and educate the market on ways to solve the challenges that your potential customers are facing.
Tired of your marketing efforts not producing results? If so, it is time to revisit your marketing strategy.
Smart marketing starts with a strong foundation and your marketing foundation depends on your company’s ability to identify the characteristics of your best customers, the people who might buy your products and services. This detailed description of your ideal buyer is referred to as a buyer persona. Most companies have a general understanding of who they are trying to market and sell their products to. However, they are not able to describe in detail who their ideal buyers are, their purchasing behavior, challenges and motivations. We are in the process of developing a number of marketing tools which aim to help optimize your company's marketing strategy & execution. You can find them in the Tools section of our website.
 Marketing is traditionally the voice between a company and the market. Marketing’s role is about connecting, engaging and building relationships. It is about taking product characteristics and turning them into meaningful messages that highlight the value and the benefits of products. It is about using powerful words that inspire, educate, build trust and loyalty, and prompt action. Marketing is all about effective communication which serves as a means of connection between people. But somewhere along the way marketing has lost its human touch.
 I recently had a conversation with a C-level executive of an engineering firm who needed marketing assistance for a product his firm would soon bring to life. The good news is that his company was thinking about how to market and promote the new product early in the process but the company had yet some work to do to solidify its strategy.
Engineering firms do a great job innovating and building new products. Even if you have a great product/market fit, however, the cliché “if you build it, they will come” is a misconception. The reality often is that if you build it, customers won’t come unless you invest in marketing and start formulating your marketing strategy and go-to-market plan well before you introduce your new product to the market. 
As a technology marketing executive and now as the owner of a technology marketing firm, I get to work with many tech companies which have varying challenges. In my nearly two decades in the world of technology, there are some common patterns that I see regarding marketing mistakes that tech companies make. Here are some of the most common ones:
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