WEBINAR: The Who And How Of Influencing Customers' IT Decisions
August 25, 2011
- Presented by Tim Harmon
Tech vendor returns on marketing messaging are shaped as much by where it's said and who says it as it is by what is said. Indeed, social media grants "others," including customers and partners, unprecedented voice in the marketplace. Yet tech marketers can readily confuse the two — the "how" messages are delivered and the "who" is generating the message — in their marketing mix planning. Customers leverage different sources for different types of content. Tech marketers would be well-served to know not just which information sources customers utilize most but also which generators are most effective for delivering that information.
- The importance of classic information channels
- Matching content generators to information channels
- Why business-to-business social networks trump Facebook and Twitter
Online communities mentioned: APSense, CFO Alliance, CIOZone, Ecademy, ExpertCEO, Google, OfficeArrow, Spiceworks, Upspring, XING
Already a Client?
Log in to access this webinar.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer.
Contact us to learn more.
See the Webinar FAQs for answers to technical and other Webinar questions.
Measuring Isn't Managing: B2B Marketing Performance Demands Alignment With Explicit Paths To Revenue
June 13, 2017 | Allison Snow
Seven Stepping Stones On The Path to Better Digital Engagement
June 14, 2017 | Lori Wizdo
Best Practices for XaaS Sales In A Multimodel Business
July 19, 2017 | Mary Shea
More On Demand
A Simple Strategy To Keep Your Messages Aligned And Your Content Focused On The Customer
May 16, 2017 | Lori Wizdo
Three Principles To Make B2B Content Better Engage Buyers
April 27, 2017 | Laura Ramos
Use Programmatic Advertising To Optimize ABM And Reinvigorate Your Outbound Marketing
April 20, 2017 | Steven Casey