Blog

Growth Architecting insights for B2B startups to predictably produce pipeline

29

July

Post-COVID Growth: Do more with less – Automate digital marketing with a simple, low $ MarTech stack

July 29, 2020

In ABM, COVID-19, Demand Generation, Growth Architecting, Marketing, Sales & Marketing

By Johannes Hoech

As businesses are looking for ways to mitigate the impact of the pandemic, sales and marketing budgets have shrunk and the uncertainty around meeting 2020 growth targets remains high. Leaders at startups are under higher pressure than their larger counterparts to generate more leads with...

29

July

B2B Tech Marketing Community Weekly Newsletter: July 29, 2020

July 29, 2020

In B2B Tech Mktg Community, COVID-19

By Johannes Hoech

2020 JULY 29 FOCUS: “Resuming growth on a reduced budget”: Welcome back to our newsletter. As the pandemic is taking its course, economic life goes on. Most B2B technology marketing teams by now have cut budgets or resources, and with the focus now on hitting the...

28

May

“B2B Marketer’s Survival Guide: Adapting to a Changed Landscape” – Webinar Video & Presentation

May 28, 2020

In COVID-19, Demand Generation, Marketing, Marketing Trends

By Johannes Hoech

By Jill Richards & Johannes Hoech Fellow CMO Jill Richards (link) and I continued our April 16 explorations around what and how B2B marketers should cope with the impact and aftermath of COVID-19 (read that blog here). Today we presented the follow-on webinar to Dennis Shiao's "Bay...

11

May

B2B Tech Marketing Community Weekly Newsletter: May 11, 2020

May 11, 2020

In B2B Tech Mktg Community, COVID-19

By Johannes Hoech

2020 MAY 11 FOCUS: “Now what? Time to hustle again”: Welcome back to our newsletter. With 33 million having filed for unemployment and public as well as private noise levels rising around wanting to return to a more productive life, the pressures to re-open the economy...

16

April

B2B Marketer’s Survival Guide: Adapting to a Changed Landscape

April 16, 2020

In COVID-19, Demand Generation, Marketing, Marketing Trends

By Johannes Hoech

By Jill Richards & Johannes Hoech There is no doubt that the COVID-19 pandemic has impacted people and businesses. Many of us are now working from home and trying to stay productive amidst a barrage of unsettling and sometimes confusing news. But what is productive at this...

16

April

B2B Tech Marketing Community Weekly Newsletter: April 16, 2020

April 16, 2020

In B2B Tech Mktg Community, COVID-19

By Johannes Hoech

2020 April 16 FOCUS: “B2B Marketer’s Survival Guide: Adapting to a Changed Landscape”: Welcome back to our newsletter. It seems people have begun to cope with the new reality, while others are forced to find new work. Similarly, some companies are struggling while others are already...

31

March

B2B Tech Marketing Community Weekly Newsletter: Mar 31, 2020

March 31, 2020

In B2B Tech Mktg Community

By Johannes Hoech

2020 MARCH 31 FOCUS: “Coping with COVID-19 – Practical ideas from around the world”: Welcome back to our newsletter. Obviously, things have changed, and so rather than returning to standard marketing topics, we’re continuing our coverage of how marketers can cope with COVID-19. Today with a...

27

March

Coping with COVID-19: Practical Ideas from Around the World

March 27, 2020

In COVID-19, Management

By Johannes Hoech

The focus of our last two COVID-19 blogs has been on providing practical marketing advice and sharing fact-based approaches to dealing with the crisis. The first blog provided a primer of 8 likely questions asked of marketers to help their organizations prepare. While the second...

16

March

Weathering the COVID-19 storm – How to Quickly Reforecast to not Get Blown Off Course

March 16, 2020

In COVID-19, Growth Architecting, Management, Marketing, Scientific Forecasting

By Johannes Hoech

We’re at the knee of the COVID-19 infection curve in the US with several thousand confirmed; new infections already announced this weekend (the date of this writing is March 15, 2020). Most logistic curve simulations of the virus’ spread suggest a doubling of total infections...

09

March

Practical Marketing Responses to 8 Likely Questions about COVID-19

March 9, 2020

In COVID-19, Growth Architecting, Management, Marketing

By Johannes Hoech

We’re quickly approaching the knee of the COVID-19 infection curve in the US, with several thousand confirmed infections likely to be announced by week’s end (the date of this writing is March 9, 2020). This will most likely mean a marked increase in the public’s...

28

February

5 Things to Consider When Creating Killer Marketing Messaging

February 28, 2020

In Content Marketing

By Johannes Hoech

Digital marketing techniques, like “Account-Based Marketing,” for example, heavily depend on high-quality content that can draw a crowd. Now, to stand out from all the other marketing content from organizations trying to get attention also requires offering compelling thought leadership content with a differentiated point...

10

February

B2B Tech Marketing Community Weekly Newsletter: Feb 10, 2020

February 10, 2020

In B2B Tech Mktg Community

By Johannes Hoech

2020 FEBRUARY 10 FOCUS: “Precise market segmentation in the era of digital marketing”: Welcome back to our newsletter. This week, we’re continuing our exploration of important marketing topics - this edition will focus on modern practices of market and buyer segmentation. The rapid evolution of digital...

05

February

“Precision Segmentation” – Finding Buyers in the Digital Age

February 5, 2020

In Demand Generation, Marketing, Precision Segmentation

By Johannes Hoech

“Oh my,” you say, “not another blog about segmentation, something I know a lot about. I learned about market segmentation back in my Marketing 101 class.” Well, digital marketing and machine learning leave much of that old class material in need of severe upgrading and...

20

January

B2B Tech Marketing Community Weekly Newsletter: Jan 21, 2020

January 20, 2020

In B2B Tech Mktg Community

By Johannes Hoech

2020 JANUARY 21 FOCUS: “Getting on the Analyst Firms’ Radar”: Thanks for continuing to subscribe to our newsletter in 2020. We’re picking things up again from before the holidays, and this week we are focusing on practical tips for getting traction with major analyst firms (like...

15

January

9 Tips for Startups to Get Traction with Analysts

January 15, 2020

In Analysts & Influencers

By Johannes Hoech

Once technology startups close their first few enterprise deals and increase revenue to millions of dollars, they often want the analyst community to recognize their innovations and give them their rightful standing in the marketplace. However, few companies know how to engage analysts effectively, are...

21

November

B2B Tech Marketing Community Weekly Newsletter: Nov 21, 2019

November 21, 2019

In B2B Tech Mktg Community

By Johannes Hoech

2019 NOVEMBER 21 FOCUS: “Building a Winning Value Proposition”: Thank you for subscribing to our newsletter. This week we are focusing on new tools and approaches to building a powerful, sustainable value proposition. All too often, value propositions are fluffy slogans that fail to convince the analytical...

14

November

What is “Value” in a Value Proposition?

November 14, 2019

In Content Marketing, Value Proposition

By Johannes Hoech

Whenever we meet a new company, one of the first questions as we get to know them is, “what’s your value proposition?” or more colloquially, “what’s your shtick?”. In Silicon Valley, the answer often launches into some techno-jargon that sounds compellingly incomprehensible, creating the probably...

05

November

B2B Tech Marketing Community Weekly Newsletter: Nov 5, 2019

November 5, 2019

In B2B Tech Mktg Community

By Johannes Hoech

2019 NOVEMBER 5 FOCUS: “Marketing and Machine Learning – Use cases and how to stay ahead”: Thank you for subscribing to our newsletter. This week we are focusing on Machine Learning (“ML”) and the revolutionary impact it’s having on digital marketing, in particular. Many of you are...

29

October

B2B Tech Marketing Community Weekly Newsletter: Oct 29, 2019

October 29, 2019

In B2B Tech Mktg Community

By Johannes Hoech

2019 OCTOBER 29 FOCUS: “ABM - Pro, Con and How-To”: Thank you for subscribing to our newsletter. This week we are highlighting a few posts and articles we found useful for practitioners trying to implement ABM and derive value from it. Please take 5 mins to fill...

21

October

B2B Tech Marketing Community Weekly Newsletter: Oct 21, 2019

October 21, 2019

In B2B Tech Mktg Community

By Johannes Hoech

2019 OCTOBER 21 FOCUS: “Scientific Forecasting and ABM Trends”: This week we are focusing on “Scientific Forecasting” as well as some relevant ABM trends. Since the ability to accurately forecast is at the core of being able to ramp revenues predictably, we not only cited a...

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