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 Marketing
Insight from our team7 Steps for Post-Show B2B Lead Nurturing
Months of planning go into a B2B tech conference, but what happens after the show is just as important as the event itself. Discover how to move beyond hot leads to nurture your entire booth list with technical depth and genuine value.
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
Rethink Gated vs. Ungated Content in B2B Tech Marketing
When should you gate content in B2B tech marketing? By Elizabeth Trimble, Digital Marketing Strategist
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
Rethink B2B Buyer Personas for Better Results for Tech Companies
The authentic voices of tech buyers shine through in these personas. Transform personas into marketing insights. By Alex McLellan, B2B Tech Copywriter
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
Post-Show B2B Lead Nurturing: 7 Steps
Follow these steps for B2B tech marketers to build post-show lead nurturing campaigns that deliver results. By Elizabeth Trimble, Sr. Account Manager
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
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HCI has marketing professionals in North America and Europe.
HCI has marketing professionals in North America and Europe.