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Posted by Tim Harmon on April 21, 2011
What is it that you think makes one tech company stand out from another? “My product is better than your product”? Not anymore. “My salespeople are better than your salespeople”? Possibly. “My channel is better than your channel”. You’re getting warmer. How about, “My marketing machine is better than your marketing machine”?
For example, 41% of customers identify “the vendor’s (not including its salespeople’s) ability to understand our business problem”, compared with only 21% who identified “the vendor’s salesperson’s ability to understand our business problem” as the most important vendor action factor when selecting a tech vendor. Marketing is clearly the difference-maker.
But cloud computing changes everything. The implications of cloud computing go far beyond its technology delivery/consumption model. It seems I get questions from tech marketers about all things cloud these days. A few examples:
The bar has been set higher for tech marketers. Groundswell technologies, like cloud, mobile, social, and video, put tremendous power in the hands of customers. Like expert jugglers who go from two to three to four or more balls (or chainsaws), tech marketers will need to learn how to successfully weave in new techniques, technologies, and channels to put their companies on top.
By the way, you can learn more about all the above – and more – at Forrester’s IT Forum in Las Vegas next month (and in Barcelona the week after) from the Technology Marketing analysts. Hope to see you there, and as always, let me know what you think.
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