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10 Keys to Success as a Technical Marketing Manager

To be a successful technical marketing manager, you must understand how to apply marketing best practices in the context of a nuanced technical audience.  If you’ve hired a technical marketing manager, pass along this information to help your new staff member understand the breadth and depth of technical marketing. Or, if you’ve just been hired as a new technical marketing manager, congratulations! Here's a jumpstart to your job: research from hundreds of engineers that shows how they search for information and how they want to interact with marketing and sales. These 10 keys – which focus on brand, positioning, website plans, content marketing strategy, and awareness and loyalty campaigns – will strengthen the skills and knowledge you need to be a successful marketing manager in a technical, B2B company:

What Keeps the VP of Sales and Marketing Up at Night?

Prospecting is one of the most difficult parts of the sales process. Why? The act of prospecting is typically interruptive, performed at the salesperson's convenience rather than the prospects, and too often it occurs too early in the buyers journey. All of this leads to frustration and inefficiency for the salesperson, and a turn-off for the potential buyer.

Is B2B Email Dead?

Of the many avenues to reach B2B customers these days, many wonder, is email a dead end? Our research on engineers and technical buyers says no and shows that engineers are still looking to their inboxes for information.

The 5 Best Features of HubSpot

These days, I spend a majority of my time in HubSpot. Whether it's designing a web pages, writing a blog, scheduling an email, gathering metrics, or creating a landing page form, HubSpot makes my job easier. While I may have drank the HubSpot kool-aid, there's a few key reasons companies are moving toward HubSpot once they see the power of this platform.

Staying Organized in Your Marketing Platform

I realize that this isn’t the most exciting topic out there. Actually, it’s probably one of the least exciting things you can discuss (unless you’re one of those people who likes this kind of thing). But keeping house in your marketing platform is a necessary evil. Without an effective way of organizing your content and data, you risk not being able to find what you need when you need it. 

Improve Database Quality By Taking Out the Trash

Content is termed the “king” when it comes to marketing – but I am going to challenge that and say that data might be even more powerful. Without accurate data, your content will never reach its fullest potential. Leads are one of the most common metrics measured by marketing. But if you start to peel back the layers, the TRUE leads are likely to be a smaller percentage after you remove the “trash” that accumulates in your database.

The Leadership Chemicals: Why Some Teams Pull Together and Some Don't

What makes some teams pull together, while others totally fall apart? According to Simon Sinek it all comes down to instinctive human behavior. As leaders, we can all learn from this to create environments that draw out the best in our teams.

Track Campaign Data with HubSpot's Campaign Analytics Tool

This is part two in a series about campaigns in HubSpot.  In a previous post we went over how to create a successful campaign through HubSpot.  Now that you’ve created a campaign it is important to track the data that will contribute to your content strategy.  HubSpot makes it easy to gather and compare data from your most recent campaign to others you have done in the past. 

Trends: Web Form Fields That Convert

High quality content is key to lead generation. While we know scientists and engineers seek accurate, research-based content, we know they are skeptical of trusting online content and filling out lead forms to get to it. So what fields - and how many - should we prioritize?

How to Create a B2B Marketing Plan that Drives Results

There is a great saying many marketers use, “If you don’t know where you’re going, any road will take you there.” Without a plan, how do you know what you need to do, in priority order, to get there? In busy times, it is difficult to take a pause from everyday work to stop, breathe, focus, and plan. Instead, many rush down any road that looks promising at the moment. Unfortunately, these unplanned roads lead to mediocre results and higher costs – in time, money, stress, and frustration.

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