Technology Marketing Focus
The singular focus at DemandIT Marketing Consulting Services is business-to-business (B2B) marketing for technology product and service companies. This specialization allows us to leverage our unique knowledge, domain experience and proven results to help technology companies drive immersive customer engagement, shape compelling points of view, and generate qualified demand for unique value propositions.
Key common B2B technology industry characteristics:
1. Complex, lengthy buying process involving multiple stakeholders, peers and outside influencers including industry analysts, integrators and communities.
2. Solution-oriented marketing & sales cycle from awareness to discovery, demo to proposal, focusing on solving urgent customer problems.
3. Highly competitive global market dynamics including new entrants, continuous product enhancements, multiple deployment platforms and changing pricing models.
Engagement Marketing Paradigm
Traditional marketing — including advertising, public relations, product marketing, branding and corporate communications — is a dying paradigm. B2B tech buyers are no longer paying much attention. While tech buying approaches vary by title, buyers in general are checking out product and service information in their own way, often through peers and communities, and most often from sources outside the company that are perceived as credible.
Hence, in today's increasingly open media environment, traditional marketing must transform to purpose-driven engagement marketing, focusing on understanding buyer pains and predispositions, spurring meaningful dialogue, enlightening buyers with insightful and credible points of view pertaining to their urgent business problems, while elegantly positioning, differentiating and stimulating demand for unique value propositions.