Why Read This
Compared with other industries, B2B technology industry companies treat marketing as an opportunity to sell new products and services to new customers. For these vendors, the product is the axis around which marketing efforts turn. The primary objective is leads. These emphases rest on assumptions about marketing that, surprisingly for an industry that prides itself on innovation, marketing professionals in other industries have abandoned. We can see this older view of marketing reflected, among other places, in the way the tech industry use social media as a marketing vehicle. As the tech industry matures, these lopsided emphases will diminish, so companies looking for a competitive advantage should start revising their marketing approaches sooner rather than later.