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Posted by Stephen Davidson on December 30, 2011
Understanding the priorities of fellow tech marketers is a great way to tune one’s own 2012 initiatives. Over the past two months, my Forrester Technology Council colleagues and I have spent quite a bit of time surveying and talking with members (~ 50 tech CMO’s and VP’s of Marketing) about their priorities for 2012. Before the champagne pops up here in Boston, I wanted to share a few of the priorities my colleagues and I are hearing most about for 2012:
What It Means (WIM): Use this to guide your own budget priorities and initiatives for 2012. The pressure on tech marketing executives to deliver high quality leads isn’t going away, but many realize that in order to drive those leads in the face of industry feature/function commoditization, they must create stronger differentiation and that starts with their brand promise and the company’s ability to provoke the thinking of their target buyers and influencers.
Happy New Year and stay tuned for more in 2012! The Tech Marketing Council, our tech marketing research analysts and the advisors within our Tech Marketing Navigator team will have lots more content, data and analysis for you around all these priorities.
Let us know how our Tech Marketing Council member priorities match up with yours.