Marketing Sherpa – Business Technology Marketing Benchmark Guide 2007-08

Marketing Sherpa – Business Technology Marketing Benchmark Guide 2007-08

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“I’ve read it and it is terrific! If you are a marketer for a company that sells technology, I encourage you to get a copy. It will definitely help you better budget, forecast, marketing results.” – Brian Carroll, Book Author, Lead Generation for the Complex Sale.

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Business Technology Marketing Benchmark Guide 2007-08

  • 1,038 B-to-B marketers surveyed
  • 4,658 business tech buyers surveyed
  • Practical data on: search, email, PR, direct mail, lead generation, trade shows, podcasting, telemarketing, & budgeting

I have read it and it is wonderful. If you are a marketer. I encourage you to buy from a company that sells technology. There is a copy. It will help you with your budget. Benchmark your marketing results. Brian Carroll is the lead generation for the complex sale. It’s not like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it It is MarketingSherpa’s newest. Benchmark guide It has 180 charts. It’s practical. B-to-B marketing can be improved with proven data.

  • Real-life data from 1,083 business tech marketers who reveal what works (and what doesn’t) as well as how their tactics are changing this year.
  • Honest answers from 4,658 prospects — the business executives that your marketing tries to influence — about how they react to your marketing and where they look for technology vendor information.
  • Competitive stats — discover how your marketing stats compare to the “norm” for search, email, direct mail, trade shows, telemarketing, etc.

There is a bonus report that will get you $127. B-to-B is a design study. It’s free with your. Benchmark guide Purchase today.

The MarketingSherpa Business Technology Benchmark Guide answered the top 10 questions.

#1. What percentage of gross revenues should be used for marketing? What portion of marketing budgets should be spent online? What is the best way to spend $50,000 more?

#2. How do my email marketing open and click rates compare to other B-to-B tech marketers? How can I improve my email response rates?

#3. How can I make it easier for people to register for white paper?

There are at least four people who think there are at least four people who think there are at least four people who think there are at least four people who think there are at least four people who think there are at least four people who think there are at least four people who think there are What is the best way to promote B-to-B search marketing? How do my search results compare to my peers?

There are 5. Is it a good idea to be podcasting as a marketing tactic? How can we make the show better?

It’s number 6. Offline media such as direct postal mail, telemarketing, and trade shows have normal response rates. How are costs changing?

There are 7. Which white paper titles have higher response rates than others? What will syndicating more white papers cost?

There is an #8. What is the average acceptance rate for shows? What percentage of respondents actually attend? What is the difference between webinars and virtual trade shows?

There is a ninth. How many executives are on a technology selection committee? How many people do we need to influence? What about Fortune 1000s?

There is a list of the top 10. What is a typical lead-to-sale closing rate? What are the top challenges in improving our lead-to-close rate from marketing’s perspective, and what fixes are advised to improve things?

There is a table of contents.

Chapter 1 covers the sources of information for business technology buyers. Tech buyers rate information sources. Tech buyers rate information sources. The Executive IT Management Group has top 5 information sources. Which websites are part of the product research process? Did the customer find the product vendor? The 1.06 chart is about when a technology needs augmentation. Do you know a vendor? How important is prior knowledge when evaluating vendors? What constitutes prior knowledge of a vendor? The chart shows the number of participants in the buying process. Technology Marketing Challenges Ranked vs Big-Ticket Marketing Organizations The sales cycle expanded from 2005 to 2007. The sales cycles by technology sector are shown in the chart. The Retention Statistics Collected by Tech Organizations is a chart.

Information Sources Analyzed by Role and Stage of Purchase is a special report. The table shows the main online information sources by stage of purchase. The table shows emerging online information sources. The table has offline information sources by stage of purchase. Print and PR related information can be found in the table. The table shows the role in purchase of mainstream online information sources. The table shows emerging online information sources. The table is about offline information sources. The table shows Print and PR related information sources.

Spending Projections by Sector The chart shows IT Spending Projections by Sector. The CIO spending predictions are on the chart. The CIO spending predictions are on the chart. The CIO spending predictions are in the 1.25 chart. CIO spending predictions for storage systems. The CIO spending predictions are outsourced IT services. The CIO spending predictions are on the chart. The CIO spending predictions are on the chart. The CIO spending prediction is security software.

Chapter 2 contains statistics on technology marketers. The chart shows gross margins by sector. The chart shows the percentage of revenue spent on sales and marketing. The chart shows that marketing investment continues to outstrip IT spending. The chart shows the percentage of revenue spent on marketing. The chart shows the percentage of revenue spent on marketing. The chart shows the percentage of revenue spent on marketing. The % is on the 2.07 chart. Budget spent online The % is on the 2.08 chart. Budget spent online The % is on the 2.09 chart. Budget spent online. The table shows marketing and lead generation salaries by region.

There are certain technology advertising and exhibiting costs. The table shows the print ad rates. Exhibiting Costs of Technology-Oriented Trade Events Exhibiting Costs for International Technology-Related Trade Events is a table. Table: Technology Newsletter Sponsorship Rates.

Marketing functions can be outsourcing. The Outsourcing of Marketing Functions by Company Size is a chart. There is an impact of paid search outsourcing.

Globalization. The companies are offering translated content by the size of the company. The chart shows the percentage of revenues that originate overseas. The chart shows the percentage of email list members that originated. The chart shows the percentage of web site visitors that originate overseas. B-to-B companies see competitors going global. There are obstacles to globalization of web sites. The impact of site globalization is being measured.

Chapter 3 deals with online and offline marketing tactics.

There are online display ads. The chart shows the average clickthrough rates for online ads from 2004 to 2007. The offer acceptance rates for technology related online ads were 2005 to 2007.

There is a Blogs. The effectiveness of emerging marketing tactics is compared. RSS is important to technology buyers. The table is about the ranking of the impact on the internet. The CorporateBlogging Guidelines are used in the 3.06 chart.

There are notes from the field. The top corporate websites. The top CEO websites. The IBM link page is on the 3.07 chart.

There is a special report on buying leads. They are the lead providers.

Content marketing. What types of content appeal to technology buyers? The 3.09 chart is about how challenging it is for marketers to find content. 3.10 is a chart about what causes a content update. Are marketers matching content with the buying cycle? The chart shows the role of content-based incentives in technology marketing.

There is direct postal mail. The chart shows the volume and quality of leads. Only Direct Postal Mail Response Rates by Size of Targeted Companies is a chart. 3rd-party direct mail conversion rates.

There are notes from the field about a unique postal mail campaign.

Email. Technology compares the effectiveness of email tactics. Email tactics are rated very effective by the size of the organization. The email targeting and personalization variables are rated. The email content tests are rated.

The email and landing page test is part of the lead generation campaign. 3.20 is a chart about technology buyers. The chart shows which email clients are used by technology buyers. The importance of personal email addresses is growing.

Email benchmarkings. The house newsletter has a chart about open rates. The chart shows open rates for emails to house lists. The house newsletter has a click rates chart. Click rates are emails to house lists. There are acceptance rates and sales conversion in house newsletters. There are acceptance rates and sales conversion in solo emails. Acceptance rates and sales conversion from 3rd-party lists. Acceptance rates and sales conversion from 3rd-party newsletters.

B-to-B Email Deliverability is achieved through email filters and blacklists. 3.31 is a chart about how corporations filter out junk mail. The chart shows organizational attitudes toward email filters. IS/IT Responses to False Positives. There is a difference of opinion between users and anti-Spam Pros. Is business email users aware of false positives? How often do business recipients check their bulk folders? Is False Positives Changing Attitudes Toward Whitelisting? The chart asks if corporations offer whitelisting through internal systems. Are business people still Subscribing?

Email can be used on a mobile device. Business technology buyers are viewing mobile email. Volume of Emails Viewed on Mobile Devices. Are commercial emails easy to read on mobile devices?

There are a lot of Podcasts. The chart shows the arrival of podcasting as a mainstream technology information source. 3.44 is the number of shows offered. There are different types of Podcasts offered. The chart shows the duration of Podcasts offered by technology companies. The chart shows the number of speakers in the technology company. Who is Narrating/Hosting Technology Podcasts? The chart shows the number of download pages that inform Listeners of the length of the show.

There are notes from the field about creating a show.

Public relations. The volume and quality of leads come from public relations tactics. 3.51 is a chart about press release maximization. The average vs the orgs. Measuring Success in Optimizing Press Releases 2005-2006 is a 3.52 chart.

A study on public relations and the internet. The table has a comparison of the words. The table has the story rankings of the text.

Search engine marketing. 3.55 chart shows how hard it will be for technology buyers to find answers in search results. Is it possible that technology buyers are reading and clicking on paid search ads? Business technology buyers use search engines. Search Engines are used most frequently by technology buyers.

There are notes from the field.

Lessons Learned on a SEM Scoring System can be found in Notes from the Field.

There are search benchmarkings. The 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 The Technology Company Search Ad Clickthrough Rate is 3.60 The technology company has a search ad conversion rate. Technology buyers have feelings of cold calling. There are factors in cold calling acceptance. The results of cold calls received by technology buyers. The chart shows Tele-Qualification Connection Rates by Size of Company. The quality of leads was generated by Tele-Qualification.

There are trade events. The volume and quality of leads were generated by trade events. The lead generation results were broad vs vertical. Exhibiting at technology trade shows can cost a lot.

There are webinars. The chart shows the increase in attendance. The chart shows the Frequency of Webinar Attendance. There are actions taken after Webinar attendance. Tech buyers rate the importance of webinars. The chart shows how technology buyers found their most recent webinars. The chart shows acceptance rates for Webinars. The chart shows Webinar attendance rates.

Getting webinars to stand out from the crowd is Notes from the Field.

There are white papers. There is a white paper readership chart. The last white paper was Heard about by technology buyers. Tech Buyers Rate Variables in White Paper Usefulness. There is an importance of detail in white paper summaries. The chart shows how much info is needed to summarize white papers. There are reasons for buyers to migrate to white paper alternatives.

There are white paper titles. Three keys are discovered. There are five rules for title success.

White Paper Writing and Syndication. There are 12 steps to a successful white paper. PDF files and download pages have eight additional tips. There are eight mistakes you don’t want to make.

White Paper Syndication Services are available.

Rules to follow when going viral are from the field.

Chapter 4: Web sites and lead generation. The three-year trend is how satisfied tech marketers are with their websites. Web site management is evaluated on a 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 800-244-0167 Technology marketers evaluate web site management. Technology marketers evaluate their use of web analytic tools.

There are registration pages for a white paper on technology marketing eye tracking. The maps are explained. There are colors. There is a background image. Janco ASSOCIATES has a white paper landing page. The Janco ASSOCIATES white paper landing page has a registration form on it. The registration form is on the Ciber White Paper Library Page. Right Now Technologies has a white paper library. Right Now Technologies White Paper Library Page is a heat map. The RightNow registration page has an image on it. The image is from the DDI Webinar Archive. The image is from the Microsoft Office Live Webinar Library. The image is from the Palm Webinar Archive. Eye tracking: key findings from the heatmap.

Search marketing and promotional tools are used on the web site. There is a natural search placement report card. The paid search ad report card is shown in the 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 888-666-1846 The web site marketing elements are shown in the chart. The chart shows the use of promotional tools on the web sites. The chart shows the promotional tool breakdown for the sites.

There are registration pages and processes. There is a registration barrier to downloadable information products. How much registration information are technology sites demanding? The registration accuracy chart is 4.21. How often do business technology content readers complete registration? How often do business technology pros read the content they register for?

Search Engine Optimization. The 4.24 chart is about technology marketers. There are key factors in Search Engine Optimization.

Chapter 5 deals with lead management. The chart shows lead closure rates. The chart shows lead process conversion rates. The table compares lead rates from 2005-2007. There is a table lead rate comparison. There are challenges in the lead process. Percentage of leads generated by marketing The chart shows lead management practices in 2006 and 2007. The chart shows lead management practices by organization size. The chart is about what tech marketers know before passing leads to sales. There is a lead/site metrics tracked chart. Tracked regularly, lead/site metrics are compared to marketers. Lead/site metrics are tracked regularly. Technology marketers evaluate their sites use. The chart shows how well the organization does. Is it possible to close the loop on leads? How well are sales and marketing collaborating on defining a lead?

Customer reference management. Three types of companies invest in. Five mistakes to avoid. The chart shows the Frequency of Stakeholder Meetings. The Critical Activities to Improves ranked on the chart.

The report deals with lead generation and internal communication. What is finance’s attitude towards lead generation? Finance on Lead Generation Impact is a chart. Finance and marketing are looking beyond lead volume. How credible are the leads generated by marketing? How reliable is post-lead communication from sales?

Channel marketing. The chart shows the channel partner feedback rates. The deal closing rates of top vs average partners are shown in the chart.

There are notes from the field about channel marketing success.

The research studies for the business technology benchmark guide have a demographic breakdown.

There is a table of contents.

The executive summary includes the study overview and top 5 findings.

Background research and goals are studied in section I. There are definitions for this study. This study was inspired by something. The wireframe is the standard B-to-B Homepage layout. The percentage of B-to-B websites using a standard layout.

There is an element #1. There are columns. Eye tracking results from Yahoo! There is a search results page. There is a test design for multiple columns. The test design is for a single primary column. The original multiple-column navigation page for employers is on CareerBuilder.com. There is a Fewer Column Homepage for Employers.

The second element is element #2. There are billboards. Bombay Homepage has images of eye tracking test results.

There is a research methodology used for this study. There is an alternate Homepage Design that is Flipped on the bottom. There is a three-column design on the left side of the page.

The Eye tracking and satisfaction study was conducted. A person is in an eye tracking lab.

The maps are explained. There is a background image.

The results for three large B-to-B sites were tested. It’s not like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it’s like it Sun Microsystems is a company. The original version of the Sun Homepage and Heatmap. There are images of the Sun Homepage and Heatmap. Sun Homepage and Heatmap are three-column versions.

Sun analysis Sun A is original. Sun B is a musician. Sun C has a three-column version. The Sun homepage analysis is done across all versions. Sun versions by time.

IBM. The original version of the IBM Homepage and Heatmap. There are images of the IBM Homepage and Heatmap. The IBM website has a three-column version.

IBM analysis IBM A and B have original andBottom Bilboard. IBM C is a three-column version. All versions of IBM. IBM variations by time.

The company is called Oracle. The original version of the Oracle Homepage and Heatmap. There are images of the Oracle Homepage and Heatmap. The heatmap is three-column version.

The analysis was done by oracle. The original version of Oracle A. The bottom version of Oracle B. There is a three-column version of oracle c. The analysis is done across all versions. There are variations by time.

There is a detailed analysis of all three major sites. There are scanning patterns for the original home page. There are scanning patterns for the bottom versions. There are scanning patterns for three column versions.

There are three additional home page layout that have been tested. There are images of the home page and heat map. Vectrocon has a home page and heat map. There are images of the Synetrix Homepage and Heatmap.

There are 6 recommended action steps for B-to-B marketers. The data in the table is from the B-to-B Homepage Study.

The top three findings. There are six suggested tests based on study results. About MarketingSherpa Inc. About Enquiro Search Solutions Inc.

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