Technology marketing has
become increasingly challenging
Our research with technology marketers, clearly shows that too many marketing campaigns fail to make an impact.
Technology buyers are cynical of marketing hype, overwhelmed by the sheer volume of Identity and Access Management vendors and solutions, and are bombarded by messages all the time.
Differentiating your products, message and delivering marketing results has never been competitive or difficult.
Nurturing clients is equally as important as securing the initial sale.
IAM solutions, if not already, are or will become ubiquitous in all medium and large sized organisations tech stacks.
Whether your marketing goal is to create demand, capture demand or retain demand, the majority of value in the SaaS model does not originate from the initial sale.
It's extracted in the following years, when your solution is embedded in every user and level of an organisation and leads to increased customer lifetime value.
Proven Track Record
The 5 Big Disconnects
WHAT DOES THIS MEAN FOR MARKETERS?
If marketers are going to maximise the value creation from their product marketing campaigns, they need to break budget cycles, innovate and seize unique opportunities.