Q1 2012 gold trophy

The “Best Content” series brings you a handful of the most thought-provoking and informative articles and webinars related to B2B technology branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience.

Godless Barbarians at the Gates of IT

With the advent of new software like Dropbox, Mailchimp, Basecamp, and WordPress, comes a new market of IT users. But one journalist argues that new markets of solo IT buyers are in fact, “Godless Barbarians.” They think, buy, use tools and communicate with technology on a different level than those who came before them. Is this declaration too harsh? The increasing array of enterprise tools that oftentimes now go straight to the user has led to the consumerization of IT. This generation of buyers expects, and almost demands, immediate results and value from the software they use, even if they have no prior exposure to its interface. This intriguing article featured on Velocity Partners’ website addresses this fundamental question: how do tech companies market to a new generation of buyers, who are not only savvy but demand tools that are easy to use and instantly gratifying? Read the article.

Getting Sophisticated: What B2B Tech Marketers Must Learn from B2C
As users become increasingly accustomed to clean, user friendly, accessible technology experiences, marketers must change with the market to create more sophisticated and elegant marketing campaigns to appeal to a new generation of “Godless Barbarians,” as Skinner calls them. This article from Business2Community.com explains that B2B tech marketers should take a cue from B2C marketers, focusing more on the brand and less on the product in order to not only differentiate themselves, but to make the experience aesthetically pleasing. It isn’t enough to design for the expert user; marketers must design for all kinds of users. As the lines between personal and professional become blurred, the fact remains that its time to get more sophisticated. Read the article.

3 Predictions On The Future of Enterprise Software
The acceleration of consumerization is becoming inevitable in the technology industry. This means that professionals are making decisions regarding software, apps, social networks and the like based on their own personal experiences with the products rather than through a hierarchy of committees within a company. Therefore, changes in tech practices are being made from the bottom up. This means people are discovering technology for their business through a variety of channels. This article from TechCrunch states that the consumerization of business technology is not a trend, it’s a revolution in the tech world, so now that we know the future of enterprise software, how can marketers adapt? Read the article.

Top Tactics in Technology Marketing
With a coming revolution in the realm of technology, where does a tech marketer begin when attempting to enter a new market? This webinar from Focus.com provides a variety of tactics shared by seasoned marketing experts who currently engage in tech marketing everyday. There’s no better place to gain marketing insights than through peers who’ve experienced the same obstacles. Thinking globally, identifying the buyer persona, developing better content, and knowing who to target are just a few of the strategies discussed in this informative hour long webinar. Listen to the webinar.