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Marketing as a Service Takes Off

A New Model For B2B Marketing 

Business marketing is changing rapidly becoming more complex and sophisticated, creating both chaos and opportunity. In this white paper,  UBM TechWeb CEO Tony Uphoff and CMO Scott Vaughan examine technology as the driving force behind this complexity and look to the example of Software as a Service to tame the new B2B marketing beast. The goal is to help marketers create a sustainable, measurable and cost-effective marketing strategy.

Key points include:

  • Technological change means that marketing has grown in complexity and scope, but so has the potential for powerful outcomes
  • Marketers must expertly compete through an optimal blend of technology, audience, content, analytics and user experience strategies
  • They must do so in a way that builds value over time, rather than concentrating solely on short-term ROI

Marketing as a Service Takes Off is part of's Tech Marketing Best Practices series.  Check out our entire series.

Download the white paper today.

[download id=9788/]

About the Authors

Tony Uphoff, CEO, UBM TechWeb

Tony is an innovative media executive with a unique track record of building, growing and leading B2B media businesses in highly competitive markets and has been at the forefront of media innovation and transformation for the last 20 years.

Tony has the distinction of having been a leader of three of the top five B2B brands in history all at the peak of their reach, revenues and profits; InformationWeek, The Hollywood Reporter and PC Week. He served in several key management positions at Ziff Davis Media during the build out of the company in the late 80′s and early 90′s. He then joined CMP Media as publisher of InformationWeek, leading the brand to the # 1 position in the market and ultimately into one of the largest brands in the history of B2B media. Tony also served as divisional VP and President during CMP’s dramatic growth in the mid 1990′s from a $200 Million privately owned company, to a $600 Million, publicly traded, global leader in technology media. He was the founding CEO of the Internet media company Beliefnet, which was sold to News Corp in November of 2007 and he also served as President of VNU Media’s Entertainment Group and Publisher of The Hollywood Reporter.

Named one of the top 100 business media executives by B2B Magazine’s “Who’s Who in Business Media” in 2006, 2007, 2008, 2009 and 2010, Tony was named Top Media Innovator in 2009. He was named a “Folio Forty C-Level Visionary” by Folio Magazine in 2011. Tony is a regular speaker at industry and association conferences, including: The Folio Media Conferences, The Milken Global Conference, The LA RoadShow, The Association of Media and Entertainment Attorneys, Price Waterhouse Coopers “Outlook Conference”, Media Post “Outlook”, “Inverge”, the American Business Media Conferences, SISO Conferences, Media Deal Maker Summit and the PCMA and VES conferences.

Scott Vaughan, CMO, UBM TechWeb

A 20-year veteran of the business technology marketplace, Scott’s has broad and deep experience in B2B technology marketing strategy, performance demand marketing, publishing and content development, research, product management, and sales and sales management.

His current role is Chief Marketing Officer for UBM TechWeb, the global leader in technology media and business information. UBM TechWeb is comprised of industry leading brands such as InformationWeek, Network Computing, Internet Evolution, Wall Street & Technology, Web 2.0, Black Hat, Interop and Light Reading. In this role, Scott leads a marketing team focused on engaging and serving technology and executive decision makers, and a team charged with creating high-impact, go-to-market programs for technology marketers. He is also responsible for UBM TechWeb brand management and outbound communications.

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