January 18, 2022
An Insider’s View of AMD’s Turnaround Story
If you worked in an IT organization that was looking to upgrade its servers and data center strategy 10 years ago, you probably didn’t have much of a choice when it came to...
Michael Pastore
Articles by Michael
January 11, 2022
How Centers of Excellence Can Help Your B2B Marketing Strategy
B2B companies that sell into a number of specific industries need to create messages and content that appeal to their customers’ specific challenges. Healthcare and...
January 4, 2022
What’s the Right Approach to Marketing for Your Startup?
One of the challenges that many B2B startups face is how to effectively market their product in a way that fosters growth without breaking the bank. It’s also not unusual...
December 21, 2021
Tips for Leadership and Coaching to Guide the Next Generation of B2B...
Where will the next generation of B2B marketers come from? It’s likely a good number of them are starting their careers at agencies, where they work long hours serving...
December 7, 2021
How Your Target Market Changes When Everyone is a Tech Buyer
Gartner says that approximately 40 percent of all employees are what it describes as “business technologists.” These employees sit outside of the IT organization, but work...
November 16, 2021
How Microsoft Uses and Protects Its B2B Brand
A universally recognized brand is a powerful tool for the brand’s marketers, but it can also serve as a target -- for unhappy users, for hackers, and for the competition. ...
November 2, 2021
Is Creating Community the New Secret Weapon for B2B Marketers?
Marketers are always on the lookout for new ways to reach buyers who are tuning out messages. As a result, online ads have gotten bigger and emails more frequent. But it re...
October 12, 2021
How Remote Work Changes the Way We Market Cybersecurity
October is Cybersecurity Awareness Month, which makes it a good time to reflect on how much has changed about the way we market cybersecurity tools in recent years. Today’s...
October 11, 2021
4 Ways to Optimize Your Landing Page for Conversions
There are a number of factors that determine whether or not a website visitor converts into a lead. The visitor’s awareness of your brand is one. The value the visitor finds...
October 5, 2021
Does Your Sales Enablement Match the Modern B2B Experience?
Today’s B2B prospects are more informed about the solutions they’re researching than ever before. By the time they have a conversation with a sales professional, they’ve...
September 28, 2021
How to Train and Develop Your B2B Go To Market Team
Institutions of higher education offer degrees in business and in disciplines like marketing, but you’ve probably never met anyone that majored in sales. And even if you did...
September 14, 2021
How to Develop a Customer-Centric Marketing Mentality
In a report published in the spring of 2020, Forrester warned B2B organizations that they needed to become more customer-centric or risk falling behind. Customer centricity,...
September 7, 2021
Can Hybrid and Virtual Models Improve the B2B Event Experience?
Ike Singh Kehal and his team at Social27 spent much of 2019 re-thinking online events and virtual experiences. A few months later, with the global pandemic shutting down in...
August 31, 2021
B2B Paid Media Strategy Tips for 2021
For B2B organizations, determining the right targeting, messaging, and channel for their marketing often requires a great deal of research and testing. And that’s true...
August 24, 2021
Why You Need Language Analytics in Your Marketing Strategy
Today’s technology vendors talk a lot about agility, and few teams need to be more agile than the B2B marketers trying to sell emerging technologies. Take, for example,...