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23rd February 2021

TechOctopus – Why?

How did TechOctopus start?

Born in 2019, TechOctopus started out as an avenue to deliver the most up-to-date and valuable IT-related content to the leaders who needed it most. To be honest, it still is, there’s just a bit more to it now. TechOctopus has now established itself as a leading digital content solution, helping IT leaders future proof today’s business, for tomorrow’s landscape.

It is now so much more than just an email service, with the recent launch of its own online digital library – – it is now far more accessible to those who need it. Filled with thousands of valuable IT-related assets it is a hub for today’s technology leaders, allowing us to target the IT professionals who are genuinely engaged in the topics and themes of our client’s content. Throw in the fact that users can subscribe to specific topics and receive curated content straight to their inbox, and I think we have ourselves something..


So why exactly did we launch it?

IT leaders have a few pain points, namely tracking down the content that can help them achieve their mission-critical priorities and in turn make their jobs easier. We noticed that when it came to solving this problem there wasn’t really a lot out there in the way of personalisation. So after a long hard think, we thought we’d bring something to the market that not only has a wealth of useful content but also provides the user with the content they like, when they like it, straight to their inbox.



How does all this help the brands we work with? 

TechOctopus allows for all of our client’s promotional content to be hosted online as well as sent out in our outbound demand generation campaigns, hence increasing the audience exposed to our client’s content. With the online content library frequented by IT decision-makers, this is a huge plus. We can then track whoever engages with the content allowing us to store all interactions and engagement in our intent database.

Most importantly however is the relationship between TechOctopus and its subscribers, providing a trusted and mutually beneficial relationship that results in better engagement. That’s what happens when you provide leads only with the content they’ve shown an interest in.


Check it out

16th June 2020

How interactive whitepapers can drive better leads

Is content still king? Yes. Is some content better than others? Still Yes. In an age where attention spans are decreasing and behavioral data is coming more to the fore, the idea of interactivity is becoming ever more important. Not to mention, with 40%+ of B2B marketers looking to spend more time/money on content in 2020 it’s becoming increasingly important to stand out from the rest.

Outbound demand generation works by creating a complete set of content — usually consisting of an email and a landing page — to promote a given asset. As one might expect, the derived content is only as good as the original content. The quality of content can also vary and depending on how your audience engages with it can result in the quality of the leads varying as well. It has to be clear, concise and engaging, especially in the world of demand generation where often content is “fluffed up” or made over complicated in order to appear more interesting.


So yes content is important, and in the demand generation world it comes in many formats. Standard whitepapers are great, and so are ebooks and video, but with limited interactivity, it’s often hard for people to remain engaged. That’s where interactive whitepapers come in, which are now essential creative assets in driving leads down the sales funnel and improving prospect engagement. Not only are they dynamic and visually stimulating but they also allow us to develop rich profile data around participants, study read through rates, and much more, something lacking in more traditional forms of content. On top of this, Interactive questions lead to more engaged prospects whilst also providing valuable information.

All in all, if delivered correctly and to the appropriate audience interactive whitepapers can lead to more engaged and far better quality leads. Check out some of our interactive content examples here.

30th January 2020

Magnificent leads and where to find them; 5 effective and proven b2b lead generation tactics

First of all, what is lead generation? Essentially lead generation is the process of capturing interest in your product/solutions and developing that lead down the sales funnel and turning that lead into a fully-fledged customer. Before we dive in, I want to touch on content syndication which ties in some of these points together.


Content Syndication

Content syndication is a way of getting your whitepapers (or a clients), articles, weekly newsletters and so on in front of potential new businesses using a third party. Generating a high volume of high-quality leads can be a challenge to manage yourself consistently, so using a company that specialise in this who potentially has access to high quality data lists can absolutely save your company time & money. That’s not all, usually, you will be charged by cost per lead (CPL). This means you won’t be given a comprehensive list of ifs and maybe, but targeted individuals that match your target audience. More often than not those leads will be delivered straight into your inbox ready to go.



Telemarketing is a tried and tested outbound marketing strategy which is great to use alongside some inbound strategies like content creation, blogs, social media, company website etc. It’s effective in taking your content/solutions to specific individuals instead of just waiting for the right people to come to you. You can use one or several telemarketers to reach different regions or ones that specialize in particularly complex campaigns. Obviously, research is key but having a selection of trusted and efficient partners (that are also GDPR compliant of course) can really be effective and boost your lead generation. Good telemarketing can really push people through the sales funnel quicker. Converting leads into customers can be difficult so combining outbound and inbound techniques can help your sales and marketing teams cover as much ground as possible. 


Your Website

Your website is your digital storefront, where you can turn a potential customer into a real lead. You may want to direct them to a landing page, weekly newsletter or maybe a form to download a free trial/demo of your services. Whichever it is, you can use the information you have acquired through these avenues to follow up with them and attempt to turn them from a window shopper to a brand-new customer.



Hosting conferences, tradeshows, webinars, etc. can be an effective tactic in quickly turning a prospect into a strong lead. Events give you the opportunity to interact and engage with potential customers allowing you to clarify who you are and the solutions you can provide them. It is also an opportunity for your current clients to talk you up to possible new clients because that’s what people do when they’re receiving a good service! An excellent event can really create a buzz around your company and place you as a leader in your industry. I recently attended a King Pin charity event and it was a great way to bring people from the industry together to raise money for a good cause and put faces to names.


Email Marketing

Hopefully, email marketing is already a main component of your marketing campaigns. It is one of the most used lead generation tactics and it’s no surprise why. It’s a great way to maintain communication with current clients or to help generate new leads by placing your content in front of people who didn’t know they needed it. The most successful email marketing campaigns start with an email list full of qualified leads that are interested in what you have to offer. The best way to build a targeted email list is to convert your website visitors into subscribers. Alternatively, content syndication could save you the leg work, a company could source the leads, call them to confirm their interest in your whitepaper/Event/Weekly Newsletter etc. then send out those emails. Reporting back to you with quality leads all at CPL. Beware, badly designed emails may not reach the recipient. Emails that use certain spam words in the subject heading or content itself are likely to be filtered out by email software and internet service providers.



It’s difficult to demonstrate ROI regarding content, even if you’re knocking your competitors out of the park with the standard and volume of what you’re putting out there. However, it should be the cornerstone of any company. It is a great way to define your brand and start to build trust with existing and potential customers. Trying to create meaningful content will be a challenge… offering extensive insight, information and genuinely trying to help the person at the other end of your content is key. Don’t be just another business trying to sell something!

Obviously, this isn’t a comprehensive list but it’s a good introduction into the world of lead generation. If you are new to the MarTech industry or lead generation specifically like I was a couple of months ago and you have any questions at all do not hesitate to get in touch!