Posts

Visual Realism: The Way to Build Trust With Your Audience

Big glass buildings don’t buy software, people do.

-SAP CMO, Jonathan Becher

Savvy B2B tech marketers know that in marketing to companies, you are marketing to individuals. As we’ve said before, visual content is a powerful tool that marketers can use to connect with their audiences, engage the senses, and drive action. CMI’s Victor Gamez writes about how marketers can leverage “glitch aesthetic” (emulating the look and feel of user-generated content) to build trust.

You might find yourself wondering if glitch aesthetic is just a shiny new tool reserved for the cool kids in B2C marketing. We say – absolutely not! The B2B tech marketing world desperately needs more authentic, resonant imagery that captures the experiences, challenges and desires of its audience. Evolved Media thinks using glitch aesthetic, or assuming the visual perspective of that audience, is a great way to do it.

Read on for the full post.

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Is Your Content Vendor Giving You a Heart Attack?

How many times have you been disappointed in vendor-produced content? Do you contemptuously look at an analyst firm’s report thinking you know more about the subject than the author? Have you been embarrassed because your six-page study is clearly produced by marketing and not actual experts? These long-term problems are becoming even more common in the technology B2B world as content marketing becomes prevalent. Read more

Which Silicon Valley Character Are You?

Staying on top in the tech word is a daunting task. It’s easy to become consumed by benchmarks, budgets, and trends, not to mention the daily rigmarole. That’s why HBO’s Silicon Valley has felt like a breath of fresh air in this technology-driven rat race.

With season 2 of Silicon Valley underway, you may find yourself asking, which of these tragically flawed yet irresistibly relatable characters are you? Take the quiz to find out.

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Survivor’s Guide to Tech Startup Marketing Stage 3 and 4: Scaling Effectively and Marketing as a Central Nervous System

Stage 2 of tech startup marketing blog was the do-it-yourself phase. In stage 3, startups find that they need some very specific help to scale their marketing: someone who deeply understands their product and can help them define its personality. Stage 3 as outlined here is informed by a role Mark Lorion, CMO of Apperian, calls the marketing architect, as well as Catherine Juon’s book, Internet Marketing Start to Finish. In the final stage, marketing becomes part of your organization’s central nervous system. Read more