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Marketing Operations
The AI Advantage for Smarter Marketing – A Primer
ChatGPT, a Large Language Model (LLM) that launched in late 2022, drew a lot of interest from marketers as it showed the potential of AI in a very practical way. You could ask ChatGPT a question and get answers instantly. This created a challenge for Marketing leaders, however, who are expected to “bring AI” into marketing and sales.
Some common misunderstandings are that AI is a simple solution that is easy to use and has all the solutions. Another misunderstanding is that generative AI is the only type of AI. A third misunderstanding is that this is all new.
In this blueprint you will find a framework for marketing leaders to approach AI, focusing on its analytical, predictive, and generative uses. It will help you understand that AI implementation is a strategic choice that requires thoughtful planning, execution, and assessment to ensure its effective integration into the organization's processes.
Many companies like VMware have formed cross-functional teams to explore, test, and prioritize the introduction of AI. Stay as close to these three goals to increase revenue, retain customers, and keep employees happy.
Marketing Operations
Generative AI Use Cases for Marketing, Sales, and Customer Service
It is tempting for businesses to rush into using generative AI tools without fully understanding the benefits and drawbacks of the technology. This report will help you catch up on the use cases and drawbacks of generative AI for marketing, sales, and customer service professionals.
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1 PowerPoint
Customer Experience
Identify the Customer Satisfaction Metrics That Matter
Getting a truly accurate picture of satisfaction levels among customers and where to focus efforts to improve satisfaction is challenging, and providers often find themselves reacting to customer challenges and being blindsided when customers leave. Organizations can measure and monitor satisfaction more effectively by understanding and managing the true drivers of satisfaction.
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3 PowerPoints, 2 Excel Tools
Branding & Creative
Proactive Brand Management
Discover and address brand weaknesses to boost B2B sales. Ensure website and social media consistency, enhance user experience, and maintain cohesive brand messaging for improved customer perception and engagement.
Strategy & Leadership
The Future of the Technology Service Provider Industry
This trend report highlights future business opportunities for members of the technology service provider industry. Learn how to capitalize on the latest in generative AI, workforce augmentation, intelligent information management, and cyber insurance disruption.
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1 PowerPoint
Strategy & Leadership
Match Your Budget to Your Market Position
This blueprint aims to guide CMOs at every stage in their mission to become full participants in their company’s growth. It also provides them with the tools they need to defend their budgets in the face of adverse economic headwinds.
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2 PowerPoints, 1 Excel Tool
People & Resources
Hire Your Marketing Dream Team
For small and medium-sized companies, it's essential to build a high-performance marketing team and align recruitment decisions with the company's specific needs. Having the right structure in place ensures efficiency, shorter turnaround times, and good resource management, leading to more effective marketing initiatives and greater brand visibility.
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2 PowerPoints, 10 Word Documents
Branding & Creative
Leave a Lasting Impression With a Compelling Brand Identity
This blueprint explores the importance of formulating and integrating the fundamental components of the brand essence into a well-crafted brand identity. It outlines potential challenges, like lack of clarity, inconsistencies, and market saturation, and provides strategies to overcome them.
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3 PowerPoints, 2 Excel Tools
Marketing Operations
Conversational AI: The Future of Customer Experience, Sales, and Marketing
A novel method to interact with customers that is human-like, customizes experiences for many, and improves sales and marketing efficiency.
Product Management
Charting New Horizons: Navigating Economic Shifts With Evolving IT Budgets and Marketing With a Full-Funnel Strategy
The Annual CIO Surveys from 2023 and 2024 reveal a shift from stagnant IT budgets to stabilizing ones, with @78% reporting growth, highlighting marketing’s evolving role as a key growth driver and a strategic partner to combat business disruption.
Product Management
Info-Tech’s Tech Trends 2024: Insights for Product and Marketing
This article offers an overview of Info-Tech’s top tech trends in 2024 related to product marketing, exploring how customers will approach investments in AI, spatial computing, security, digital sovereignty, and more in the upcoming year.
Product Management
Prepare for Your First Jump Into AI for Marketing and Sales by Minimizing Risk
Should B2B technology companies change their timelines for the use of AI in marketing, sales, and customer success?
AR, PR & Comms
Selecting the Right Share of Voice Platform to Manage and Monitor Your Influence
This article helps you understand the impact of SOV on your company and why tracking it is essential. It also provides details on how to evaluate the available platforms.
Product Management
Navigating the Frontier: Generative AI's Promise and Peril for Product and Product Marketing Managers
Product managers and product marketing managers have historically taken advantage of the opportunities of AI, but generative AI presents unknowns and risks that must be managed carefully to stay competitive.
Marketing Operations
Capitalizing on AI
In the quickly evolving AI landscape, marketing, sales, and customer success professionals encounter significant hurdles. While AI's availability and necessity grow, so does the wave of hesitation and uncertainty that AI brings with it. We help uncover golden opportunities in AI. Our strategy is all about making sure you’re choosing initiatives that don’t just have a high impact but are also a great fit for your current capabilities.
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2 PowerPoints, 2 Excel Tools
Marketing Operations
Tech Trends 2024
Generative AI’s disruptive impact on every industry brings with it new opportunities for organizations to seize and new risks they must mitigate as they forge their strategy for the future. In this year’s Tech Trends report, we examine three trends to help seize the opportunities: AI-Driven Business Models, Autonomized Back Office, and Spatial Computing. And three trends that will help mitigate risks: Responsible AI, Security by Design, Digital Sovereignty.
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1 PowerPoint, 1 PDF Document
Branding & Creative
The Impact of AI in Establishing Strong Brands
This article delves into AI's influence on brand management, focusing on performance enhancement and consistency. It covers AI-generated presentations, asset management, and brand performance measurement through case studies. It emphasizes the need for a balanced approach, with AI complementing the human touch, urging brands to integrate AI while preserving core values.
Strategy & Leadership
Optimize the Right Metrics to Scale Your Business
Tech startup CEOs should use metrics to guide decisions on operational improvements. However, many CEO entrepreneurs who come from other disciplines may not have settled on the right metrics to track. When these metrics are optimized, they can help CEOs determine if their company is on track to scale.
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2 PowerPoints, 1 Excel Tool, 1 PDF Document
Strategy & Leadership
Turn Share of Voice Growth Into a Strategic Weapon
With a greater SOV, opportunity is turned into sales wins and a company can capture a great market share. Excess SOV (eSOV) for small companies is especially important as it creates the conditions to increase market share when sales wins occur against a stronger competitor.
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2 PowerPoints
Marketing Operations
AI Trends 2023
The eight trends that will continue to drive AI innovation are: Design for AI, Application of AI in Science and Engineering, Event- and Scenario-Driven AI, AI Reasoning, Synthetic Data, Digital Twins, Edge AI, and Combinatorial Optimization.
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1 PowerPoint
Strategy & Leadership
Build Competitive Intelligence to Improve Sales Win Rates
Improve sales with CI research for battle cards. Analyze competitors, gather data efficiently, and track emerging market trends. Increase competitiveness, accelerate sales, and achieve higher ROI with a sales-driven CI program.
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3 PowerPoints, 1 Excel Tool
Product Marketing
Create Assets to Accelerate the Buyer Journey
This blueprint teaches marketers to identify and interview their valuable buyers and then collect the right data to optimize cadence and nurture sequences. Building the right WIIFM message optimizes a journey and is a data-based approach to building competitive differentiation.
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4 PowerPoints, 2 Excel Tools
Branding & Creative
Brand Strategy: Establish and Cultivate a Flourishing Brand
Brand strategy is like a sports game plan. It’s the playbook that guides the team to victory, the foundation upon which businesses build their brand, and the roadmap to success.
Brands need a winning strategy that considers competitors and target audiences to succeed. Overcoming challenges like market differentiation, channel consistency, and customer trust, leads to the benefits of a strong brand strategy.
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3 PowerPoints
Digital & Field Marketing
Attract and Convert B2B SaaS Customers With Effective Email Marketing
The days of not knowing and understanding your customer are gone. Read that line again. Gone.
Email algorithms will quickly deposit brands with a poor reputation into the spam box. In addition, the novelty of emails has faded for the reader. Email is increasingly routed directly into a spam box by inbox rules set up by savvy buyers who are sick of marketers wasting their time.
Stop wasting time on ineffective emails. Learn to create targeted and effective email campaigns that will move a buyer through their journey.
Strategy & Leadership
Build Investor Awareness to Secure Next-Round Financing
A startup needs to quickly secure new financing and leadership is looking to PR for support. The PR Lead needs to identify the Ideal Investor Profile, create targeted documents, and launch a dedicated virtual secure data room for investors.
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3 PowerPoints, 2 Word Documents, 4 Excel Tools
Customer Experience
Develop Meaningful Service Metrics
Our program enables IT to develop the right service metrics to tie IT service performance to business value and user experience.
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1 PowerPoint, 2 Word Documents, 1 Excel Tool
Digital & Field Marketing
Top 3 AI Digital Marketing Use Cases and Tools
Discover how AI is transforming digital marketing with high-impact use cases. Learn strategies for AI lead generation, AI personalization, and AI SEO that boost ROI and increase ROAS.
Marketing Operations
Build Your Generative AI Roadmap
Generative AI is disrupting all industries and providing opportunities for organization-wide advantage. Organizations need to understand this disruptive technology and trends to properly develop a strategy for leveraging this technology successfully.
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2 PowerPoints, 1 Excel Tool
Strategy & Leadership
Sunset or EOL a Software Product in a Cloud Environment
By following established EOL guidelines, companies can effectively communicate with their customers about the EOL process, including timelines, migration options, and data retention policies.
Digital & Field Marketing
Privacy by Design for Digital Marketing
This research will help you embed privacy by design principles into the digital marketing lifecycle and processes to enable business growth while managing data protection risks.
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1 PowerPoint, 1 Excel Tool
Sales Effectiveness
Improve Win Rates With a Sales Enablement Strategy
Sales enablement aims to improve the performance of sales teams to increase revenue. Organizations without mature sales enablement processes could be missing crucial win rate opportunities. This blueprint provides a maturity assessment of your current sales enablement processes and, in turn, derives concrete initiatives toward building your sales enablement strategy.
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2 PowerPoints, 1 Excel Tool
Product Management
Mature and Scale Product Ownership
Product ownership is not one-size-fits-all or static. It must be tuned and structured to meet the delivery needs of your organization and the customers it serves. Create a culture of product management trust and empowerment with product owners aligned to your operational product needs.
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2 PowerPoints, 3 Excel Tools
Product Management
Deliver on Your Digital Product Vision
Being under continual pressure to align the value that you provide to the goals of the organization, building a deliverable digital product vision is essential.
A digital product vision is only as good as the data that backs it up. Lay out a comprehensive strategy with quality built-in that can be effectively communicated, aligned-to, and executed on!
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8 PowerPoints, 3 Excel Tools
Customer Experience
Comply With 2023 US Privacy Laws (Virginia, Connecticut, Utah, Colorado)
Organizations need to employ a systematic approach in establishing and operationalizing risk-based and right-sized privacy programs.
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1 PowerPoint, 2 Excel Tools
Branding & Creative
Build a More Effective Brand Architecture
Investing in brand awareness is crucial for companies to stand out from their competitors and continue to grow in a sustainable manner. Successful brand awareness programs increase credibility, sales, and customer loyalty, leading to increased brand equity and company valuation. Although the return on investment may take longer, the benefits are greater than those achieved through short-term initiatives.
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2 PowerPoints
AR, PR & Comms
Social Media Management Software Selection Guide
Social media management solutions allow businesses and brands to manage multiple social media accounts in one tool. The number of different social media platforms has skyrocketed over the last decade, with different platforms attracting different demographic groups of audiences. SMMP tools make the process of engaging with these different audiences easier by consolidating all platforms into one.
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1 PowerPoint
Sales Effectiveness
Transform the Sales & Event Management Lifecycle to Strategize and Digitize Events
Realize the value of an effective GSEM, assess the current state of sales and event management processes, and review vendor offerings that will provide event professionals with a competitive advantage while improving profits.
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1 PowerPoint
Sales Effectiveness
Define Your Virtual and Hybrid Event Requirements
If virtual and hybrid events are becoming standard forms of delivering content in your organization, use Info-Tech’s material to help define the scope of the event and your requirements, and to support your software selection process.
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1 PowerPoint, 1 Excel Tool
Strategy & Leadership
Position and Agree on ROI to Maximize the Impact of Data and Analytics
This research is aimed at the key decision makers tasked with addressing business problems. It also informs stakeholders that have any interest in ROI, such as problem solvers, especially when applying it on a data and analytics platform and practice.
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1 PowerPoint, 1 Excel Tool
People & Resources
Scale Your Marketing Department
Learn how scaling up your marketing department through the right team model and partners can improve your organization's marketing capabilities, simplify processes, and foster collaboration. Experience the benefits of taking on complex marketing initiatives, reaching a broader audience, streamlining processes, better resource management, and avoiding burnout. Overcome challenges by following our blueprint for selecting the right team model and partners and achieving better results.
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1 PowerPoint, 1 Excel Tool
Digital & Field Marketing
Redesign Your Website to Increase Marketing-Influenced Wins
A successful website redesign gives digital marketing leaders a reliable way to increase marketing-influenced wins, brand image, and competitive differentiation. Planning is the most critical part of a website redesign, yet one that is often skipped due to a lack of a good and proven methodology. Our research helps marketers focus the website redesign on the sweet spot where the needs align between the business and the customer and helps to mitigate inherent risks to resources, timeline, and budget.
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2 PowerPoints, 5 Excel Tools
Strategy & Leadership
IT Budgets Look Flat, Marketing Needs to Lead Through the Economic Challenges
Identify your buyer’s budget challenges and create new marketing opportunities in a contracting budget situation.
Strategy & Leadership
Choose the Right Channel Sales Partner
Software CEOs need the right strategy to not only evaluate their need for partnership when entering new markets or seeking to open a new revenue stream, but a quick and easy way to evaluate and select partners when sophisticated buyers demand.
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2 PowerPoints, 1 Excel Tool
Sales Effectiveness
Build Your Account-Based Marketing Strategy
Many marketers struggle to build their ABM strategy because they have not yet developed their core capabilities for a successful enterprise marketing demand generation strategy. Creating a solid foundation for each level of ABM maturity is the key to launching a successful and scalable program.
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2 PowerPoints, 2 Excel Tools
AR, PR & Comms
Build a Strong Analyst Relations Foundation
Our research shows that the 25% of AR programs that deliver business value back to their companies do so by bringing analyst insights “inside” to build a better business. Our blueprint provides you with the insights, tools, and tactics to emerge as one of the leaders.
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5 PowerPoints, 3 Excel Tools
Product Marketing
Boost Your Content Production: Hire Freelance Writers
Marketers face immense pressure to create and refresh buyer-engaging content, often with limited staffing. While AI can help, it cannot replace human creativity and expertise. In this article, we'll detail the benefits of using freelance writers and provide best practices for their effective selection, hiring, and management.
AR, PR & Comms
Improve External PR Communications for Greater Product Launch Success
An efficient PR campaign will build internal alignment, use a concise value prop in the messaging, define metrics to validate the importance of PR, and follow a defined plan including outreaches to key media and industry influencers to increase impressions.
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4 PowerPoints, 3 Word Documents, 5 Excel Tools
Branding & Creative
Accelerate Business Growth and Valuation by Building Brand Awareness
Investing in brand awareness is crucial for companies to stand out from their competitors and continue to grow in a sustainable manner. Successful brand awareness programs increase credibility, sales, and customer loyalty, leading to increased brand equity and company valuation. Although the return on investment may take longer, the benefits are greater than those achieved through short-term initiatives.
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10 PowerPoints, 1 Word Document, 4 Excel Tools, 1 PDF Document
Product Marketing
Build a More Effective Go-to-Market Strategy
A successful Go-to-Market (GTM) strategy aligns Marketing, Product Sales, and Customer Success, enables product launch decision making based on deep buyer understanding, and has a drive for competitive differentiation and a solid business case to capture incremental market opportunity.
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3 PowerPoints, 3 Excel Tools
Product Marketing
Create a Buyer Persona and Journey
Software companies without deep buyer understanding will miss the mark in product-market fit, lead gen engine effectiveness, sales-buyer relationship building, and customer success. The root cause is very often a lack of a documented buyer persona and journey. Our blueprint identifies why gathering buyer persona and journey insights with buyers is a critical success factor for marketers.
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4 PowerPoints, 1 Excel Tool
Digital & Field Marketing
Select a Marketing Management Suite
Determine whether marketing management suite (MMS) technology is right for your organization. Find your use case and select an appropriate marketing solution by utilizing Info-Tech’s sample requirements, vendor demo script, and RFP/vendor shortlisting tool.
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6 PowerPoints, 3 Word Documents, 1 Excel Tool
Branding & Creative
Diagnose Brand Health to Improve Business Growth
Knowing how the brand is perceived, as opposed to how individuals within an organization perceive it, addressing any brand-related issues on time, and implementing processes to continuously monitor its performance have become key tactics for any company to thrive in today's highly competitive market.
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3 PowerPoints, 4 Excel Tools, 1 PDF Document
Digital & Field Marketing
Diagnose and Optimize Your Lead Gen Engine
Quickly diagnose what’s not working within your lead gen engine so that you can remedy the issues uncovered and get back on track, building new customer relationships and driving loyalty.
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2 PowerPoints, 1 Excel Tool
Marketing Operations
Outperform Your Competition by Leveraging Artificial Intelligence to Enhance Your Sales and Marketing Funnel
AI can be used to efficiently process massive amounts of data and make recommendations, increasing top of the funnel sales and marketing efficiency to grow revenue. AI for marketing is now affordable even for early-stage companies through AIaaS (AI as a service) companies.
Sales Effectiveness
Make the Most of Your Live Events
As multichannel events become the norm, budgets are under scrutiny, and economic uncertainty reigns, event marketers are under immense pressure to maximize event ROI. Through building up a repeatable and scalable event planning process, with the help of right-fit technology solutions, event marketers will ensure each event is a success.
Product Marketing
Is a Product-Led Growth Strategy the Right Choice for My SaaS Company?
Despite the recent trends in B2B SaaS for product-led growth (PLG), many companies are failing in their PLG go-to-market strategy.
Our research-based methodology gives leaders a checklist to determine their readiness to start a PLG strategy. And then if there are gaps in their readiness, we provide guidelines on industry best practices.
Product Management
Define a Release Management Process to Deliver Lasting Value
Firms are investing in modern release practices (including continuous integration and delivery) based around product ownership, Agile, and DevOps. They continue to see challenges delivering applications of sufficient and consistent quality, diminishing the value. This research will help you define the process, standards, and criteria to make this possible and enhance the value of your releases.
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2 PowerPoints, 1 Excel Tool
Digital & Field Marketing
Optimize Lead Generation With Lead Scoring
With marketer rush to generate revenues, just 32% of companies pass well-qualified leads over to their outbound sellers. The culprit is often a lack of a lead scoring methodology. Our blueprint helps marketers build their own lead scoring approach that, when applied to their lead management platform, will increase sales productivity and lead generation ROI.
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5 PowerPoints, 1 Excel Tool
Marketing Operations
Applications Priorities 2023
As you continue to strengthen business continuity, disaster recovery, and system resiliency, activities to simply "keep the lights on" are not enough. Be pragmatic in the prioritization and planning of your application initiatives, and use your technologies as a foundation for your growth.
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1 PowerPoint
Product Management
Optimize Software Pricing in a Volatile Competitive Market
Product managers without well-documented and repeatable pricing-management processes often experience pressure from “agile” management to make gut-feel pricing decisions, resulting in poor product revenue results. When combined with a lack of customer, competitor, and internal cost understanding, these process and timing limitations drive most product managers into suboptimal software pricing decisions.
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3 PowerPoints, 1 Excel Tool
People & Resources
Develop a Leadership Strategy to Drive Organizational Results
Leadership is critical to organizational success. Effective leadership improves employee engagement and reduces turnover, but most importantly, it drives bottom-line results. However, leadership for many organizations misses the mark. Executives often fail within two years (Riddle, 2016), and business opportunities are lost because of insufficient capabilities.
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1 PowerPoint, 7 Word Documents, 1 Excel Tool
Product Management
Improve Requirements Gathering
Poor requirements are the number one reason that projects fail – take a strategic approach to optimizing requirements gathering in order to give the business what it needs.
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6 PowerPoints, 4 Word Documents, 6 Excel Tools
Branding & Creative
Expand Business and Reach New Markets by Localizing Your Brand
Brand localization is critical for companies to connect with their target audience and achieve growth in new markets. Companies that don't localize risk creating a generic and impersonal brand experience, leading to negative perceptions and lower sales, whereas localization can lead to increased brand loyalty and revenue.
Customer Experience
Build a Strong Technology Foundation for Customer Experience Management
This blueprint will help you develop a technology strategy for customer experience management and adopt best practices for managing your organization’s customer-facing application initiatives. The development of your strategy will use customer personas and external competitive analysis to drive strategic web platform requirements.
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6 PowerPoints, 1 Word Document, 2 Excel Tools
Marketing Operations
Build IT Capabilities to Enable Digital Marketing Success
Investment in digital marketing technology has exploded as consumers flock to digital channels like email, social networking, video, photo, and mobile apps. IT has less time than ever to become a strategic partner with product marketing groups as they migrate to digital channels.
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2 PowerPoints, 1 Excel Tool
Customer Experience
Get Started With Customer Advocacy
This blueprint will help leaders of customer advocacy programs get started with developing a formalized pilot program that will demonstrate the value of customer advocacy and lay a strong foundation to justify rollout.
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2 PowerPoints, 1 Excel Tool
Product Management
Select a PLM Solution to Make Better Products
Understand the fundamental capabilities of a product lifecycle management (PLM) solution and where the tool fits within your existing enterprise application portfolio. Determine whether PLM technology is right for your organization by utilizing Info-Tech’s vendor landscape and PLM process framework.
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6 PowerPoints, 2 Word Documents, 1 Excel Tool
Product Management
Priced to Win: Build an Optimized Pricing Strategy
Leverage this research to build an effective and optimized pricing strategy to increase your profit margin and business growth and align your engagement types with the right pricing strategies. An optimized pricing strategy enables ITPSs to add more value to their offerings.
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1 PowerPoint
Marketing Operations
Select Software With the Right Satisfaction Drivers in Mind
Select your applications with the right satisfaction drivers in mind. Find deep satisfaction from software that provides long-term, meaningful benefits for your organization. This research uses 43,000 data points to help you make the business case for improving your selection process and rapidly choosing new software that boosts satisfaction and business value.
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1 PowerPoint
Digital & Field Marketing
Create an Effective SEO Keyword Strategy
Leading search engine optimization methods focus on creating and posting relevant keyword-rich content, not just increasing page rank. Content and keywords should move buyers along their journey, close sales, and develop long-term relationships. Unfortunately, many SEO specialists focus on computers, not the buyer. And, even more concerning, up to 70% of SaaS businesses have already been impacted by outdated and inefficient SEO techniques. Poor strategies often focus on ballooning SEO metrics in the short-term instead of building the company’s long-term PageRank.
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1 PowerPoint
Product Marketing
Develop the Right Message to Engage Buyers
Marketers only have 7 seconds to capture a visitor's attention but often don't realize that the space between competitors and their company is that narrow. They often miss the mark on content and create reams of product and company-focused messaging that result in high bounce rates, low page views, low return visits, low conversions, and low click-through rates.
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1 PowerPoint
Marketing Operations
Customer Relationship Management Platform Selection Guide
Enable marketing, sales, and customer service teams by successfully choosing and implementing a suite for customer relationship management.
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2 PowerPoints, 2 Word Documents, 2 Excel Tools
Digital & Field Marketing
Enable Omnichannel Commerce That Delights Your Customers
Customers expect to transact with you in the channels of their choice: create a cohesive omnichannel framework that supports the right transactions through the right channels for the right customers.
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2 PowerPoints
Marketing Operations
Select and Implement a Reporting and Analytics Solution
Business intelligence and analytics are no longer luxuries for large enterprises. IT departments across all industries are feeling the pressure from the business to provide strategic, fact-based decision support faster than ever before.
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5 PowerPoints, 4 Word Documents, 6 Excel Tools
AR, PR & Comms
Select and Implement a Social Media Management Platform
SMMPs reduce complexity and increase the results of enterprise social media initiatives. SMMPs integrate with a variety of different social media services, including Facebook, Twitter, LinkedIn, and YouTube. The platforms offer a variety of tools for managing social media, including account management, in-band response and engagement, and social monitoring and analytics.
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5 PowerPoints, 4 Word Documents, 5 Excel Tools
Marketing Operations
Get the Most Out of Your CRM
A CRM system is a critical component to deliver services to customers. It is essential to the organization; therefore, the usage of the CRM needs to be maximized. In today’s connected world, continuous optimization of enterprise applications to realize your digital strategy is key.
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2 PowerPoints, 2 Excel Tools
AR, PR & Comms
Social Media
The Social Media workshop provides clear, measurable improvements to your social media strategy,
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5 PowerPoints, 9 Word Documents, 3 Excel Tools
Product Marketing
Develop an Enterprise Content Management Strategy and Roadmap
The volume of content in organizations continues to grow exponentially. As a result, the need for an ECM strategy is increasingly apparent in organizations everywhere – on its own or as part of a broader data management strategy. Content management technologies and practices have evolved from when we relied on file cabinets for our paper files or when documents were managed in one place. We have the means to manage a transformational information community, but it is critical that strategists bring in the right expertise and thoughtful planning.
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5 PowerPoints, 3 Word Documents, 4 Excel Tools
Product Management
Make the Case for Product Delivery
Products are the lifeblood of an organization. They deliver the capabilities needed to deliver value to customers, internal users, and stakeholders. Product-centric delivery acknowledges the reality that solutions of all shapes and sizes deliver continual and evolving business value over their lifetime.
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2 PowerPoints, 1 Excel Tool
Customer Experience
Choose a Right-Sized Contact Center Solution
The contact center marketspace hosts an array of architectures, making it difficult for IT to choose a right-sized solution that meets business requirements. From navigating the marketspace to constructing a SOW, this blueprint offers a method for choosing a right-sized contact center solution.
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5 PowerPoints, 6 Word Documents, 3 Excel Tools
Marketing Operations
Rationalize Your Application Portfolio
Rationalize Your Application Portfolio establishes a program and record of applications used in your organization, an assessment of how well they are supporting their core functions, and guidance on where modernization efforts are needed. The dashboards help support conversations and improve IT planning and product management. This blueprint will help you streamline and rationalize application portfolio management by following our four-phase methodology: Lay Your Foundations, Improve Your Inventory, Rationalize Your Applications, and Populate Your Roadmap.
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1 PowerPoint, 1 Word Document, 3 Excel Tools
Marketing Operations
Marketing Management Suite Software Selection Guide
Modern marketing management suite (MMS) platforms are imperative given today’s complex, multitiered, and often non-standardized marketing processes. Organizations must invest in a customizable and functionally extensive MMS platform to provide value alongside the marketing value chain and a 360-degree view of the consumer’s marketing journey.
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1 PowerPoint
People & Resources
Activate Frontline Managers in Change Management
Given their proximity and daily interactions with employees, frontline managers are best suited to support employees through change. Equip frontline managers with the tools to successfully lead through change.
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4 PowerPoints, 4 Word Documents, 2 Excel Tools
Marketing Operations
Introduce Program Management to Your Organization
Organizations should consider program management to improve delivery and maximize benefits from related projects. Regardless of maturity level, this blueprint will help you organize projects, align goals, and get to strategic outcomes faster. This blueprint helps organizations start to take control of their projects one program at a time.
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4 PowerPoints, 2 Word Documents, 3 Excel Tools
People & Resources
Reconceptualize Job Descriptions
There’s a catch-22 surrounding job descriptions: they’re not used because they’re outdated, but they’re outdated because they’re not used. Evaluate how job descriptions can be used regularly (and not merely stored), then simplify the templates and process to accommodate multiple purposes, transforming them into living documents.
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2 PowerPoints, 5 Word Documents, 1 Excel Tool
People & Resources
Design an Impactful Employee Development Program
L&D is the second highest area of spending for HR departments, yet only 50 percent view employee development as effective (McLean & Company, 2018). There is a growing gap between the competencies organizations have been focused on developing and what is needed in the future.
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5 PowerPoints, 4 Word Documents, 4 Excel Tools
People & Resources
Design the Employee Experience
Similar to their customer experiences, employees want an overall employee experience that fits more seamlessly into their lives. Organizations not only have to compete with each other for talent, but they must also compete with alternative approaches to employment, like the gig economy. Candidates and employees have more choices, and they know it.
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6 PowerPoints, 5 Word Documents, 2 Excel Tools
Marketing Operations
Build a Data Integration Strategy
Data is one of the most important assets in a modern enterprise. Contained within an organization’s data are representations of customers, the products, and the operational details that make an organization function. Every organization has data, and this data may fully serve the needs of the business today.
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2 PowerPoints, 1 Word Document, 3 Excel Tools
Marketing Operations
eCommerce Platform Selection Guide
eCommerce platforms are an essential tool in the modern business world. As a major contributor to increasing business value and driving revenues, and as an indispensable part of a holistic strategy for improving your customer’s experience, it is integral that you select and implement the right eCommerce solution.
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1 PowerPoint, 1 Word Document
Marketing Operations
Optimize Your Software Selection Process: Why 5 and 30 Are the Magic Numbers
Select your applications better, faster, and cheaper with the “Magic Numbers.” This research uses 43,000 data points to help you make the business case for improving your selection process and rapidly choosing new software that boosts satisfaction and business value.
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3 PowerPoints, 1 Excel Tool
Product Management
SaaS TCO Calculator
This Total Cost of Ownership (TCO) calculator provides enterprises with a framework for comparing the Software-as-a-Service (SaaS) delivery model with the traditional on-premises model.
Customer Experience
Develop an IT Strategy to Support Customer Service
Take a business process management (BPM)-centric approach to model the desired future state of your customer service IT systems. Then develop an overall IT systems strategy by conducting a retrospective analysis on the current state of the business processes identified.
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1 PowerPoint, 1 Word Document, 4 Excel Tools
AR, PR & Comms
The Death of Ads
The amount of money being spent on online advertising today is countable: it's in the area of $107B in the US alone. The amount of money being stolen or just completely wasted? It's at least in the $16B-$30B range for 2019, but we'll note at the outset: no one knows the exact number.
Product Management
Define the Role of Project Management in Agile and Product-Centric Delivery
Organizations are under pressure to align the value they provide with the organization’s goals and overall company vision. In response, they are moving to product-centric delivery practices, thinking that their older project-delivery practices need to be entirely replaced and wondering what is the role of project managers in this new delivery model.
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1 PowerPoint
Marketing Operations
Leverage Web Analytics to Reinforce Your Web Experience Management Strategy
Customers want to consume concise content and information quickly. Websites have limited time to prove their usefulness to a new user. Content needs to be as few clicks away from the user as possible. Analyzing user behavior using advanced web analytics tools and techniques can help website designers better understand their audience.
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1 PowerPoint
People & Resources
The Small Enterprise Guide to People and Resource Management
Small enterprises face a challenge recruiting key talent in an environment where every person matters that much more. Taking a proactive approach to workforce planning, as well as to knowledge transfer and employee development, will ensure you have a handle on the key aspects of people management.
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2 PowerPoints, 3 Word Documents, 4 Excel Tools
Strategy & Leadership
The State of Technology Company Mergers and Acquisitions in 2023 and the Subsequent Branding Requirements
This article covers how venture capital (VC) and private equity (PE) firm investors in technology companies, and software vendors are adapting to the recent inflation, looming economic downturns, and socio-political factors. M&A key drivers in the technology sector, and branding requirements post-M&A.
Marketing Operations
In a Hurry? Consider a Lean RFP
If a full and complete RFP process does not meet your needs or timeline for a low to medium cost procurement, yet you are unsure of vendor capabilities, consider using a Lean RFP, which consolidates the RFI/RFP process into a shorter, more agile timeline while maintaining your competitive advantage.
Strategy & Leadership
Marketing Strategies in a Potential Recession
How does a recession affect sales of a B2B software? Businesses still need quality software to operate. However, during a recession, the buyer journey will change, and messaging will need to be adapted. As a marketing leader at a software company, there is lots of historical data showing how buyer behavior patterns change. This article will outline the questions to ask to gather information and the steps to take to set your company up for success both during and after the economic downturn.
Branding & Creative
Don’t Underestimate the Need to Protect Your Brand in Publicity Clauses
Publicity clauses in contracts are often overlooked, which can present unnecessary reputational and financial risk to your company if not worded appropriately or if the agreement is silent.
Marketing Operations
The Rapid Application Selection Framework
Application selection is a critical activity for IT departments. Implement a repeatable, data-driven approach that accelerates application selection efforts.
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3 PowerPoints, 1 Excel Tool
Product Management
Manage Requirements in an Agile Environment
When navigating to Agile from waterfall, requirements management can be difficult. If you lack alignment, significant time, money and effort can be wasted.
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1 PowerPoint, 1 Word Document, 3 Excel Tools
Marketing Operations
The Entire Agreement Clause – Avoiding Disputes After the Contract Is Executed
The entire agreement clause should be reviewed and understood when reviewing and negotiating contracts. Use leading contracting practices to ensure that your contract reflects the actual agreement between the parties.
Product Management
Examining Software Licensing Models
Whether purchasing large enterprise applications or desktop productivity suites, the software license an enterprise chooses can have a profound impact on the return on investment (ROI). Organizations require a licensing arrangement that puts software in the hands of users who need it while avoiding overpriced shelfware.
AR, PR & Comms
Prioritize Social Media Channels to Reach Your B2B Buyer
Keeping up with emerging social media channels is a daunting yet necessary task. As new trends surface weekly, practitioners must consider if we need to approach the changing social media landscape with less haste. This note offers three criteria to help you choose the right social media channels.
Marketing Operations
Exploit Disruptive Infrastructure Technology
As a CIO, there is a need to move beyond day-to-day technology management with an ever-increasing need to forecast technology impacts. Not just from a technical perspective but to map out the technical understandings aligned to potential business impacts and improvements.
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2 PowerPoints, 2 Word Documents, 4 Excel Tools
Digital & Field Marketing
Three Strategies to Achieve More With Your Digital Advertising Budget
Times are getting tough with a potential recession looming, and companies are looking to tighten budgets. Typically, marketers allocate the lion's share of their spend to the advertising sandbox, but with potentially tough times ahead they need to get creative and do more with less.
AR, PR & Comms
Respond Properly to Negative Reviews to Strengthen Your Brand
The worst thing has happened – your company received a negative review. Regardless of the source or the criticism, the worst thing you can do is ignore the review. Instead, use it as an opportunity to improve your company and brand. In this article, we explore how to turn negative reviews into offerings and brand benefits.
