Focus on reaching the right people, especially the implementers, influencers and end-users of your products. This way, you are building long-term credibility for your brand, products and services.

Yes, it's true that there are more individuals than ITDMs involved in the purchase of a new technology nowadays. But, that doesn't mean you can forget about this cohort altogether. Chances are, if you continually build favorability with and educate the IT & Engineering audience, their opinion of your products and services will have double - sometimes triple - the impact during decision-making conversations.

Enlightened Tech Buyers are people too. They benefit from their peers and network keeping up to speed on the latest trends and popular products. Make sure you have a customer and community marketing strategy in place to help cultivate advocacy and loyalty for your brand and solutions.