Finding potential technology buyers and effectively communicating value has long been the primary focus for product marketing. However, changing buying dynamics have made this goal increasingly challenging. Buyers are in control, harder to reach and more discerning in their selection process. Further, subscription models have made it easy for customers to switch to alternatives after they’ve purchased.
Technology product marketers should use this research to propel the impact of their sales enablement, account-based marketing, customer advocacy and solution, field and partner marketing programs.
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