“We’re gonna change the world” has become the battle cry for many tech startups. When you’re bootstrapping a company against all mathematical odds, the only thing better than ambition is wild ambition.
But let’s face it: very few companies actually change the world. After all, it’s a tall order.
This infographic, A History of Disruptive Innovations in B2B Marketing, looks at breakthrough technologies and processes that forever changed one segment of the world: the lives of B2B marketing professionals.
But the release of this infographic is emblematic of another change -- albeit a smaller, more nuanced change. It heralds a refined approach to content marketing.
You see, over the past couple of years, we’ve published a number of popular infographics. These assets have helped us attract new visitors to our blog and new names in our databases. But the “success” was largely happenstance. The infographics existed on their own, in many cases untethered to the business or product.
A History of Disruptive Innovations is different. We are releasing it jointly with a new product. Why? Because the product, called Eloqua Engage for iPad, is the convergence of four of the disruptions expertly visualized by JESS3 in this infographic.
Eloqua Engage for iPad enables sales to easily customize and fire off emails to leads from their iPad using templates pre-built by marketing. Best yet, the correspondence is automatically updated in the user's Eloqua databases.
So rather than “siloing” product content and top-of-funnel content, we decided to bring the two worlds together. Content as a pull-through for product; product as an inspiration for content.
It won’t change the world. But it will help us do what we aim to do: provide our community with content and products that make their professional lives a little better, a little more productive each day.
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