Generative search, peer communities, and dark social now obscure the bulk of the B2B tech purchase path. When prospects reject forms, the quest for traditional MQLs falls flat. Learn how technical brands can abandon form gates, establish ambient authority, arm multi-stakeholder committees, and capture genuine commercial demand.
Technical Content Development
Insight from our teamMulti-Layered Messaging: How to Engage Every Member of the B2B Tech Buying Committee
When resources are tight, it’s tempting to rely on generative AI to fill your editorial calendar. However, that AI shortcut creates a critical blind spot: it doesn’t meet the needs of the modern B2B tech buying committee. From skeptical engineers demanding code viability to finance officers reviewing total cost of ownership (TCO), discover how to build a human-led, layered messaging strategy that actively engages every stakeholder across the full sales cycle.
Why AI Alone Can’t Meet Your B2B Tech Content Needs
In an era of extended sales cycles, the temptation to use AI as a content shortcut is high. Discover why good enough content is a liability and how to build a human-led, technical brand story that actually converts.
Beyond the Manual: How Technical Writing Fuels Awareness and Lead Generation in B2B Tech Marketing
Think technical writing is just manuals and specs? Think again. Discover how thought leadership and business-focused content supercharge your digital marketing strategy. By Nick Cravotta
Tech Content Strategy: Can You Achieve More?
Tech content is more than an asset—it drives engagement, lead generation, and sales. By Roy Sarkar, B2B Tech Copywriter and Content Marketer
How Many PR Agencies Do You Need to Reach Global Markets?
Tech companies are challenged to keep multiple agencies up to date and get them to work together. By Janice Hughes, B2B Tech Marketing and Technology PR Leader.
Recipe for Quality Technical Content for B2B PR and Marketing
Quality content is the active ingredient for B2B tech businesses, but whipping up quality content is difficult. By Dennie Theodore, Communications Trailblazer
How to Market to Engineers: 5 Best Practices
Engineers are a tough audience for B2B tech marketers. Here are 5 guidelines on how to market to them—and how not to. By Cheryl Berglund Coupé
Why Generative AI Is a Marketing Tool and Boon to Creativity
While generative AI promises to streamline marketing and communications, it won’t replace marketing teams soon. By Kirsten Campbell, Tech PR Strategist
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HCI has marketing professionals in North America and Europe.
HCI has marketing professionals in North America and Europe.