Why Read This
In a weakening economy, a lot of tech marketers succumb to pressures to reduce prices to sustain demand. Yet tech marketers whose firms deliver strong industry experience matched with a portfolio of service-led solutions that solve industry business challenges can keep their prices stable and, in some cases, even raise them. Forrester recently asked 14 industry marketers about their approaches for pricing solutions that include deep vertical industry knowledge. It turns out that industry solution pricing reflects a lot more than just simple cost-plus for added industry marketing expense. The right industry marketing strategy will not only justify higher-than-average rates now, it will also pay dividends in an expansion.