Technology marketers use Document Outsourcers
High-tech hardware manufacturers, software manufactures and IT Service Providers continue to be challenged by increasing commoditization, cost of sales, and competition, with decreasing renewal rates. Marketing’s objective is to acquire new clients, increase loyalty and continuity of the business relationship to stimulate revenue growth. Technology marketers are prioritizing client centric marketing, deeper segmentation, and more targeted client acquisition and retention marketing campaigns and programs.
Forrester’s article,” Predictions for Technology Marketers in 2008” provides some examples of this segmentation:
- “Role based marketing”(key decision makers), segmenting by function/role: IT/CIO, marketing/CMO, finance/CFO
- Centralized decision making (HQ) versus distributed
- Role of procurement in decisions
- Utilization of Partners and Alliances
- Micro industry segments
- Top tier IT Services firms target existing clients for new business
- Separation of emerging markets from mature markets
Mass media is challenged to reach customers successfully and social media is shifting some power away from brands. So customization/personalization of messaging, value propositions, collaterals, proposals, presentations, customer communications and marketing campaigns to the individual customer, function/role, micro industry, and market maturity level will help high-tech companies differentiate products and services.
So, how are tech companies accomplishing this high degree of customization of marketing deliverables, meeting time to market deadlines and controlling costs? Tech marketers are more aggressively embracing outsourcing and off shoring to address these requirements. From authoring to document design, content management, translation and localization, to print and electronic fulfillment. Technology marketing departments are partnering with Document Outsourcers to deliver these services.
