Open new doors to reach lucrative IT: Marketers' messaging should stress business results rather than `bits, bytes, speeds, feeds'
By Roger Slavens
Making the ROI case is key to marketing success in the IT space, said Charles Epstein, president of BackBone, a PR and marketing agency with a specialized IT practice. "IT departments have been burnt many times by slick marketing messages that over-promised what turned out to be underperforming technologies," Epstein said. "Third-party reviews that support your solution's bona fides, as well as customer case studies, are perhaps the most effective means of validating your worth to this skeptical audience."
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