Optimize Marketing Processes

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.

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.

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.

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.

AR, PR & Comms

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.

Strategy & Leadership

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.

contains: 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.

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.

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.

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.

contains: 2 PowerPoints, 1 Excel Tool

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.

AR, PR & Comms

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.

Customer Experience

Measure and Manage Customer Satisfaction Metrics That Matter the Most

Getting a truly accurate picture of satisfaction levels among customers and where to focus efforts to improve satisfaction is challenging. Providers often find themselves reacting to customer challenges and being blindsided when customers leave. Solution providers can measure and monitor satisfaction more effectively by understanding and managing the true drivers of satisfaction.

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.

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.

contains: 1 PowerPoint

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.

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.

contains: 5 PowerPoints, 1 Word Document, 1 Excel Tool, and 1 Visio Diagram

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.

Customer Experience

Get Started With Customer Advocacy

Customer advocacy builds relationships with customers, nurtures brand advocacy, gives marketing credibility, and differentiates you from the competition; it’s critical to driving revenue growth. This blueprint will help you start developing a pilot program to demonstrate the value of customer advocacy and justify rollout.

contains: 1 PowerPoint

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.

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.

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.

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.

contains: 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.

contains: 6 PowerPoints, 6 Word Documents, and 5 Excel Tools

Strategy & Leadership

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.

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.

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.

contains: 1 PowerPoint, 2 Word Documents, and 2 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.

contains: 2 Excel Tools

Branding & Creative

Social Media

The Social Media workshop provides clear, measurable improvements to your social media strategy,

contains: 9 Word Documents, and 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.

Branding & Creative

Application Portfolio Management Foundations

APM 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.

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.

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.

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.

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.

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.

Marketing Operations

Build a Data Integration Strategy

Data is one of the most important assets in a modern organization. Within an organization’s data are contained the customers, the products, and the operational details that make an organization function. But changes in address, amounts, product details, partners, and more occur at a rapid rate. If your data is isolated, it will quickly become stale. Getting up-to-date data to the right place at the right time is where data integration comes in.

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.

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.

Digital & Field Marketing

Select and Implement a Web Experience Management Solution

A company’s web presence is its front face to the world. Ensuring you have the right suite of tools for web content management, experience design, and web analytics is critical to putting your best foot forward.

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.

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.

Branding & Creative

Master the Secrets of Adobe’s Creative Cloud Contracts to Right-Size Your Adobe Spend

With the transition to Adobe Creative Cloud, procuring Adobe software is not the same game as it was just a few years ago. Adopt a comprehensive approach to understanding Adobe licensing to avoid overspending and to maximize negotiation leverage.

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.

Sales Effectiveness

Develop an IT Strategy to Support Sales

Sales support is a critical mandate for IT organizations. As the area of the organization that “brings home the money,” Sales must be equipped with the applications, data, and support resources that they need to not only do their jobs, but to excel at them.

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.

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.