1. TECHNOLOGY
MARKETING IN A
CONNECTED WORLD
Planning and Executing High-Value
Marketing
Pam Morton
Marketing Communications
Manager
Digital Marketer
Technology Geek

2. Challenge of Connected
Technologies
Mobile Devices
Social Communications

3. Challenge: Understand and
Engage With Customers
 Tell cohesive, customer-focused stories to
create genuine customer dialogue
 Craft demand-generation strategies that use
CRM to enable sales, improve lead
generation, and solicit customer feedback
 Engage customers in solutions that find them
in the connected world

4. Challenge: Find Customers Where
They Live
 Consider stage of sales cycle, audience, role
in sales process (influencer? Decision
maker?), problems in their job function or
vertical industry
 Create a clear message, in customer’s
language
 Use various media and methods to reach
customers

5. Challenge: Create Genuine
Content
 Tell authentic stories about your product or
service that customers respond to on rational
and emotional levels
 Use all of the digital tools at your
disposal, create content, and repurpose
content for different audiences

6. Challenge: Marketing to
Millenials
 Now business influencers and decision
makers; view connected technologies as
common work tools
 Accustomed to very rapid changes in
technology; challenge to engage them in
ongoing basis
 Requires market research, customer
profiling, use of social media and mobile

7. Challenge: Generate Demand and
Enable Sales
 Design multi-touch campaigns for the right
prospects at the right time
 Align CRM and automated marketing systems
 Use analytics to test and improve campaigns
 Collaborate with sales in campaign planning
and evaluation

8. How Can I Add Value?
 Demonstrated creativity in solving the
marketing problems of technology companies
in “the connected world”
 Excellent “soft” skills: communication, team
building, collaboration

9. Customer Engagement
 Problem: Tektronix sampling oscilloscope
customers impatient for an upgrade after 6
years
 Solution: “deep dive” into beta customer need
for technical information: detailed application
notes, constantly updated data
sheets, technical webinars, materials for tech
standards organizations

10. Content Strategy
 Problem: TheWebMechanic needed a
compelling website to attract beta customers
to stealth start-up
 Solution: beta customer surveys, Google
Analytics to identify site navigation issues, A/B
testing of content

11. Demand Generation, Sales
Enablement
Market
Researc
h
Identif
y Mills
Select
Prospec
ts
Emails
Web
Landing
Page
Leads
to CRM
System
 Problem: Tieto wanted to penetrate a new
market segment: packaging paper mills
 Solution: The Tieto Packaging Campaign

12. Marketing to Millenials
 Problem: Gaco Western
needed to educate influencers:
young spray foam applicators
using a new product
 Solution: on-site
training, YouTube instructional
videos, Facebook, Gaco
University website and classes
www.youtube.com/watch?v=RDmaYcnu
If8
www.gaco.com/university.html
Brandon Curyea
Spray Foam
Applicator
Tillotson Enterprises

13. Professional Expertise
 15+ years of experience in B2B technology
marketing
 Traditional marketing communications: content
strategy and creation, demand
generation, advertising, PR
 Digital marketing:
web, SEO, analytics, mobile, social media
 MBA in Technology Management, University of
Washington, 2009
 Passionate about use of technology in
business

14. Employers and Clients
TheWebMechani
c
Asbury Park
Communications
 Technologies: social websites, IT solutions, online
meetings, mobile
applications, semiconductors, electronic test and
measurement, building products

15. Professional Accomplishments
 Consulted with Microsoft executives on branding and
recruitment of female software engineers
 At TheWebMechanic built a beta community of 1,100
users for complex social networking product in one
year
 Created first marketing communications function in
the Americas for Finnish IT solutions company Tieto
 Executed Tieto Packaging campaign resulting in $2
million initial revenue and ongoing support fees
 Planned and executed Gaco Western demand-
generation campaigns with 3% response rate, positive
ROI
 Conducted research of new mobile app markets

16. Contact Me
425-351-0364
pam@pammorton.com
www.linkedin.com/in/pammorton
@PamMorton5
pammorton.azurewebsites.net