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For B2B Marketing Professionals

Adapt Your Messaging And Campaigns For A Changing Workforce

Information Workers Are A New Buying Center For Enterprise Technology

September 23, 2011

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  • By Peter O'Neill

Why Read This Report

Forrester proposed changing the term IT to BT several years ago to reflect the fact that information technology was now so pervasive to businesses that decision-making around the necessary investments and processes should be based more on business needs than technological imperatives. Hopefully, business justification and business benefits language have now become part of a tech marketers' content library reflected in all elements of marketing collateral. Now the reach of tech marketing must extend even further — from the business executives who invest in a business technology to the users of that system. The far-reaching trend of IT consumerization, or even democratization, is now at the tech marketer's door, asking for supplication which means new content again.

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