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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