Trends Report

How Banks And Insurers Shop For Technology

Pick The Right Marketing Channels To Influence The Sale

October 28th, 2008
Ellen Carney, Principal Analyst
Ellen Carney Principal Analyst
With contributors:
Eric Brown , Christina Lee

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.

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