b2b tech marketing

Technology Startup Marketing

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A quick overview of why web marketing is critical for promoting technology products, for both B2C and B2B products and across all industry sectors. 24 hours a day, some of your potential customers will be looking online for your type of product or service. If they don’t find you they’ll find a competitor. This is a presentation we gave to campus-based companies for the Ignite Technology Transfer Office at the National University of Ireland, Galway (NUIG).

DohertyWhite Marketing for Technology Companies from DohertyWhite

Book Recommendations for Digital Marketing, Technology and Startups

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We have been asked to provide book recommendations a few times in the past couple of months, so I thought it would make a good blog post.  Here are is an initial list of books I think are useful relating to digital marketing, startups and technology. I have tried to structure the list into groups but  I think they’re all pretty good.

In addition to the recommendations below you should also have a look at this list of recommended reading from Harvard’s “Launching Technology Ventures” course, part of their MBA course — this has a great list of online resources, on topics ranging from business development through to hiring talent for start-ups.   And Hacker News has agreat book list here – lots of tech books but also a lot of more general business and marketing books too. If you know of any other good lists please let us know. Read More

White Paper: Generating demand for high-tech B2B products

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The way people buy high-tech, complex B2B products has changed dramatically in the past 5 years.  More of the initial buying process happens online, and more of it is controlled by the customer, not your sales team or marketing unit.  Buyers typically initiate their research online before launching a formal procurement process.  This means that by the time your sales staff meet a potential buyer face-to-face the buyer will have already visited your website, downloaded your product information, looked at competing vendor sites, checked your analyst ratings and studied your blog.   In this white paper we look at the characteristics of complex high tech B2B sales and marketing; we review how marketing has changed in the era of inbound digital marketing; and we outline how sales and marketing units at B2B technology firms should address the new environment.

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