Trends Report

Content Marketing Is A Key Differentiator For Tech Marketers

Create Marketing Content To Guide Customers Through Their Buying Process

January 12th, 2012
Peter O'Neill, null
Peter O'Neill
With contributors:
Daniel Klein , Sophia Vargas

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.