Tech Marketing Articles

  • Woman sitting at table looking at laptop, two kids sitting next to her

    Create Raving Fans in Today’s ‘Review Economy’

    April 1, 2021

    We are currently in the "Era of the End User." As the number of SaaS offerings multiplies, overwhelmed buyers turn to recommendations and reviews before making a decision— which gives end users significant influence over the growth of technology brands. In a previous article, we discussed the importance of brand fame to win B2B buyers. Within tech’s highly...

  • Two women sitting across from each other at a table, both in front of laptops

    Marketing to the Paradox of Needs in B2B Technology

    March 11, 2021

    Emerging or experienced? Affordable or adaptable? These factors are carefully considered by B2B technology buyers in the modern age. With so many solutions now available across the market, challenger brands battle with established providers for differentiation — leaving customers with more options to explore, trial, purchase, and renew. Yet the truth is that B2B...

  • Woman sitting in office looking at someone out of frame

    Competing for Buyer Attention in the Age of Agility

    February 18, 2021

    When it comes to winning and retaining B2B buyers, there is greater nuance and complexity in the customer journey than ever before. And as the world reimagines what is possible through the use of technology, the technology landscape is ever-more crowded with new products and capabilities designed to help power productivity and success across the enterprise. In...

  • Woman in office standing in front of a window looking down at her phone

    How to Win Over a New Generation of Technology Buyers

    February 3, 2021

    As digital transformation modernizes business at scale, technology has formed the bedrock of how companies navigate today’s evolving...

  • How a Leading Customer Experience Provider Uses...

    January 5, 2021

    With nearly 60 offices across the Americas, Europe, the Middle East andAsia Pacific , Genesys is the global leader in cloud customer...

  • The Age of Agility illustration of people doing innovative things in society

    How Technology Marketers Can Work Smarter in the Age of...

    December 7, 2020

    The events of 2020 accelerated today’s evolving world of work into a new era defined by innovation, resilience and adaptability. In a...