Focus on your buyer’s 4 P’s when marketing and selling your product

When it comes to product marketing, I stand by one simple rule: know your buyer. Knowing your buyer goes way beyond documenting demographics, business drivers, challenges, and emotional triggers and aligning across sales and marketing. It's about empathy.¬† It's about having affinity, rapport, sympathy, understanding, sensitivity, sensibility, identification, awareness¬† and like-mindedness with the person - … Continue reading Focus on your buyer’s 4 P’s when marketing and selling your product

Making “friends” is no different in the B2B world

Here is a question that has been asked and answered over and over again: How do we leverage social media for B2B marketing? . I have been discussing with peers this very subject around marketing to technology professionals. The initial strategy presented was to simply find some heavy hitters in the IT space on Twitter, … Continue reading Making “friends” is no different in the B2B world

Tech Buyers Love Their Peers

A 2011 study by Harte Hanks (c/o Tom Pisello The ROI Guy) indicated that technology buyers rely most on peers when it comes to awareness of new technology. Peers & Colleagues ranked #1 in terms of awareness with 70% of respondents relying on such communication to gather information. The question being, how are they conducting … Continue reading Tech Buyers Love Their Peers