Why Read This
The business technology evaluation and purchasing process is now more than ever controlled by the customer, not the seller. Critical to that process is content that the buyer finds, that the marketer sends, and that sales delivers. However, one size does not fit all when it comes to content. As such, tech marketers must develop a content marketing strategy that provides the right content, at the right time, to the right buyer/influencer via the right marketing vehicle. While not easy, increased leads, accelerated sales cycles, and larger marketing-attributed revenue are the spoils for the tech marketers who get it right.