Just like Bueller’s world, the tech world moves fast. If you’re not moving and adapting with it, your company could miss out on connecting with potential customers.
The traditional marketing tactics of sales-heavy vendor demos and self-published product reviews have lost cache with the savvy, cautious B2B buyer. In fact, vendor-created content that only focuses on selling a company’s service or product turns off potential customers with its salesy approach, no matter how carefully it is worded.
Today’s buyers are leading themselves through the sales cycle, researching and evaluating new products before they reach out to your brand. They want their questions answered and they’re looking to your company to help them.
Product and service decision makers also know that vendor-created content is thick with bias and that analyst reports become quickly. Instead, a high percentage of IT buyers now depend more upon reading case studies, network recommendations and peer reviews.
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Adios, Sales-Heavy Marketing. Here’s What Your B2B Marketing Tactics Need
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About The Author
Elton Mayfield
Elton Mayfield is the founder and president of ER Marketing and one of North America's leading marketing strategists for the building products industry. For more than 30 years, he has helped manufacturers, distributors, dealers, and contractors accelerate growth through branding, digital marketing, AI, and customer experience. As the author of Building Better Brands and a frequent keynote speaker, Elton is known for translating complex business challenges into practical strategies that deliver measurable results. His blend of industry expertise, innovation, and hands-on experience has made him a trusted advisor to companies looking to build stronger brands and grow more profitably.
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