Tech Marketing Articles

  • Man crossing busy city street

    Seizing the Post-Sale Frontier

    May 12, 2021

    Digital transformation has played a key role in business resiliency. So, it’s no surprise that technology investment decisions have been elevated to the CEO, CFO and CIO. With greater numbers of decision-makers now prioritizing post-sales support when making purchases, vendors must deliver on an outcome and invest in their customers’ success — or risk getting...

  • 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....

  • 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...