B2B tech buying ain’t what it used to be – and that means that B2B tech marketing can’t afford to stay the same either. Where we once had a single IT decision-maker to target with case studies, white papers and spec sheets, we now have a chaotic world of influencers and buyers shaping tech purchases at different times and in different ways. We need to engage and...
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B2B tech marketers are trained to identify, engage and convince IT decision-makers – those all-powerful gatekeepers responsible for deciding what their business needs, deciding on the right supplier and price, and checking that the software and hardware they buy will integrate with the software and hardware they’re already running. And that would have...
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Tech marketers have a particular challenge when it comes to targeting. More people and more functions are involved in our buying decisions than ever before. Crucially though, they are not all involved in the same way – and they’re not all involved at the same time. Influencing a tech buying decision involves identifying and engaging all the people involved in...
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You’ve spent years trying to convince them, influence them and earn their approval on purchase decisions. But today, ladies and...
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- Thought for Thursday