Tech Vendors Need To Make Their Marketing Outsourcing Strategic

The Q4 2011 B2B Marketing Organizations And Investments Survey shows that tech vendors outsource much of their marketing work to external service providers, much more than in other industry sectors. The traditional processes of tech marketing based on individual marketing projects driven by product launch timetables has led to an ad hoc system of service provider selection. Agency sprawl is common. The role of a digital marketing service provider (DMSP) is emerging to satisfy the investment growth in digital tech marketing. The DMSP relationship should be a more continuous relationship so that the DMSP can contribute and inspire marketing campaigns based on customer behavior analytics. Forrester recommends a more strategic vendor selection process.