Aligning Marketing Channels to Technology Customers’ Decision Process October 06, 2011, by Peter Mirus in Marketing
Forrester’s Tim Harmon recently released a blog post titled “The Who and How of Customers’ Technology Decisions”, which highlights summary data from the nearly identically named Forrester report.
Creating an integrated marketing strategy, with proper budgetary allocations for each channel, is a difficult balancing act. Forrester helps by highlighting how customers look to analysts, vendors, consultants, colleagues, and peers to influence their purchasing decisions. The report sheds some light on which channels are valued by each influencer. Hopefully, this will lead to less error in selecting the right channel(s) through which to deliver the appropriate information for each audience, and greater ROI in technology marketing.