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The B2B Marketing Playbook For 2018

Turn B2B Marketing Into A Customer-Obsessed Organization

The next wave of competitive advantage for B2B companies will come from taking swift action based on deepening customer knowledge and delivering what their customers want before their competitors...

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  • Report Pick The Right Sales Strategy To Sell To Insurers

    ACORD/LOMA Tech Exhibitors Exemplify Three Go-To-Market Approaches
    July 15, 2009 | Ellen Carney, Scott Santucci

    When sales teams can tie their offerings to customers' business outcomes, deals move forward. Go-to-market planners target vertical industries like financial services to articulate that value...

  • Report Hot Insurance Tech Companies To Watch In 2009: Q2 Update

    June 29, 2009 | Ellen Carney

    The past year has tested the mettle of the insurance industry. Insurers like The Hartford Financial Services Group and Lincoln National Group converted to bank holding companies to take advantage...

  • Report Discovering Tech Opportunity In Islamic Finance

    Big Segment Captures Banker And Tech Vendor Attention
    April 6, 2009 | Ellen Carney, Jost Hoppermann

    The move to Islamic banking will challenge conventional bank IT, which means strong opportunities for tech vendors with expertise and experience in rolling out Islamic finance systems. In the face...

  • Report Hot Banking Tech Companies To Watch In 2009

    Profiles Of Technology Companies That Address Banking's Changed World
    December 22, 2008 | Ellen Carney

    The banking industry is going through its most challenging period since the Great Depression. Bank capital structures are stressed because of write-downs and write-offs, formerly high-flying...

  • Report Hot Insurance Tech Companies To Watch In 2009

    Profiles Of Technology Companies That Are Reinventing Insurance IT
    December 12, 2008 | Ellen Carney

    Ready or not, the insurance industry is gearing up for some big changes. In 2008, insurers are being tested by a Wall Street collapse that tanked investment portfolios, driving business structural...

  • Report Putting The Right Price On Industry Solutions

    Make Industry-Specific Pricing Part Of Your Industry Marketing Plan
    March 24, 2008 | Ellen Carney

    In a weakening economy, a lot of tech marketers succumb to pressures to reduce prices to sustain demand. Yet tech marketers whose firms deliver strong industry experience matched with a portfolio...

  • Report The Content Management Market Goes Mini-Vertical

    ECM Vendors Are Thinking Small For Bigger Impact
    November 5, 2007 | Ellen Carney, Barry Murphy

    Fragmentation and blurry boundaries among offerings create big challenges for enterprise content management (ECM) tech marketers to distinguish their products. How are enterprising ECM vendors...

  • Report Role-Based Solutions: Tech Marketing's Quiet Coup

    September 13, 2007 | Ellen Carney

    The best B2B marketers are continually refining how they segment their markets. A leading customer segmentation scheme — by vertical — is about creating solutions that meet the needs of a...

  • Report Forecast Your Industry Sales Future

    Use Business Process Maturity To Chart Your Industry Sales Model
    May 9, 2007 | Ellen Carney

    Targeting the business IT needs of specific industries is now one of the most common customer segmentation strategies. Despite conventional wisdom, it turns out that vertical segmentation is a...

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