B2B Technology Marketing (Academic) |
|
Author:
| Taylor, Hugh |
ISBN: | 978-1-4921-4303-1 |
Publication Date: | Oct 2013 |
Publisher: | CreateSpace Independent Publishing Platform
|
Book Format: | Paperback |
List Price: | USD $19.99 |
Book Description:
|
Marketing technology products to business customers is a distinct discipline. It doesn't resemble consumer-facing tech marketing at all. It's not even the same as business-to-business (B2B) marketing in general. B2B technology marketing requires a completely different way of thinking about customers, products, and markets, mostly because these factors are in a permanent state of flux. This book takes a pragmatic, strategically informed view of B2B technology marketing, exploring the...
More DescriptionMarketing technology products to business customers is a distinct discipline. It doesn't resemble consumer-facing tech marketing at all. It's not even the same as business-to-business (B2B) marketing in general. B2B technology marketing requires a completely different way of thinking about customers, products, and markets, mostly because these factors are in a permanent state of flux. This book takes a pragmatic, strategically informed view of B2B technology marketing, exploring the essential responsibilities of the B2B technology marketing executive, including: * Lead generation * Filling the sales pipeline * Strategic messaging * Supporting the sales team * Communications and public relations * Creating customer preference * Product marketing