Tech Marketing Articles

  • An Insider’s View of the Hardware Buying Journey

    October 3, 2019

    The hardware buying landscape is complex and competitive. Buyers must weigh the risks and benefits of different features and models across a wide field of products. Decisions are made after receiving feedback from internal stakeholders, product review sites, blogs, discussion boards and vendor websites. To drive meaningful sales and renewals, branding and...

  • A Marketer’s Roadmap to Engaging Software Buyers

    A Marketer’s Roadmap to Engaging Software Buyers

    August 29, 2019

    The software buying ecosystem continues to grow and diversify, encompassing a more robust committee that makes decisions with the help of resources that extend far outside company walls. Software buying is not done in a silo — access to input, peer perspective and expert information is endless and expansive. Product reputation is the beacon that attracts new...

  • Orchestrating Sales and Marketing Partnerships to Win Today’s Enlightened Tech Buyers

    Orchestrating Sales and Marketing Partnerships to Win Today’s Enlightened Tech Buyers

    July 25, 2019

    The technology space is highly competitive, dominated by large players and characterized by a long, oftentimes complex buying process.  Making the shortlist in this industry is hard — less than 24% of decision-makers will consider a new technology vendor this year, data from our 2019 Enlightened Tech Buyer report reveals. Thus, technology companies must seek out...

  • Is Post-Sale Support the Last Great Marketing Differentiator?

    Is Post-Sale Support the Last Great Marketing...

    July 18, 2019

    A marketer’s primary focus has always been getting people through the door so that sales can eventually close a deal. But in today’s...

  • Marketing Planning 2020: 5 Questions Partners Should Be Asking Their VARs

    Marketing Planning 2020: 5 Questions Partners Should Be...

    June 27, 2019

    This is part of an ongoing series diving into the marketing shift happening for channel marketers of VARs (value-added resellers)....

  • Tech Channel Marketing

    Marketing Planning 2020: 5 Questions Channel Marketers...

    June 20, 2019

    This post is part of an ongoing series diving into the marketing shift happening for channel marketers of VARs (value-added resellers)...