For Technology Sales Enablement Professionals

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	October 28, 2008 How Banks And Insurers Shop For Technology Pick The Right Marketing Channels To Influence The Sale by Ellen Carney with Eric G. Brown, Christina Lee	Average: 10  (1 rating)

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Executive Summary

There are big differences between banking and insurance, even regarding what will persuade insurance or banking technology executives to buy. Earlier this year, Forrester invited a number of North American banking and insurance executives to tell us how they do their homework when it comes to purchasing network and telecommunications technology. It turns out that each industry has clear and different preferences when it comes to selecting which marketing channels deliver information that they can trust when learning about new products, staying ahead of the competition, and even advancing their careers. Technology marketers can maximize their marketing spend by becoming information authorities, pushing needed insights through the right channels that show shoppers how they can grow their business and their careers.

TABLE OF CONTENTS

• If The Businesses Are So Different, Why Do Marketers Treat Them The Same?
• Tech Marketers Don't Know How Banks And Insurers Shop

RECOMMENDATIONS

• Increase Marketing ROI Through A Nuanced Understanding Of Buyers
• Supplemental Material
• Related Research Documents

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