Technology marketers: buyer-centric content marketing with less noise

When writing a small piece on content marketing strategy, I stumbled upon an old post I wrote about the 3-D content mapping approach of Arketi Group. 

While visiting the Arketi site I noticed a paper, "The Outlook for Business-to-Business Technology Marketing in 2013" on the homepage.

I hadn't seen it earlier and as technology marketing happens to be my thing, I downloaded it. The paper contains some interesting data and evolutions and is based on the annual technology CMO roundtable Arketi Group organizes.

Marketing priorities in the B2B services industry: tactics and tools

Is the B2B (IT) services industry adapting to a changing buyer behavior and shifting investments in marketing tactics and tools? The answer is obviously yes. Digital, social, content marketing, it's all there. However, the reasons why and the integrations deserve a closer look.

As I mainly work for B2B organizations in the ICT and marketing (technology) industry, I like to keep an eye on what marketers and buyers in those industries think, how their spending changes and how they adapt to an evolving buyer journey.

Especially the ICT industry has always been leading the way in digital marketing and business (and I'm not saying that because I started my career in it). The reasons are obvious I guess.

One of the organizations I closely follow is the ITSMA (IT Services Marketing Association). It's a paying membership community for marketing execs who market and sell B2B services and solutions. But as the name says, it's mainly for IT companies.