Technology-based products and services can
affect many groups in an organization. As a result, a variety of
different people are typically called upon to participate in the
selection of a technology supplier.
As people with different perspectives have their
own needs, tolerances for risk, and technical know-how, a single
message or brochure is unlikely to convince everyone to change
their mode of operation. Not only do they seek the reasons why
your offering benefits them more than the current in-house
solution or other competitive proposals, your explanations need to
be presented in a manner that they can easily extract the
information which is important to them.
It is the technology company's responsibility to
manage the marketing process, including collateral. This is
accomplished with different documents and media that address the
specific needs of each perspective in the buying process. Outputs
include spec sheets for specifiers, white papers for technical
evaluators, ROI calculations and customer testimonials for
financial analysts, and other important documents, web pages,
videos, magazine articles and ads. Ineffective marketing can lose
sales and opportunities.
AI2's approach to marketing is unique. By using
technologists with marketing savvy, we evaluate technology
offerings from the perspective of potential customers. Our network
of technical and business specialists are consulted to validate
concepts and fine-tune marketing deliverables for effectiveness
and appropriateness. AI2's team of Engineers, MBAs,
communications, graphics and web developers can complement your
sales and marketing activities in the following ways.
