The technology marketer traditional demand generation and customer conversion processes won't qualify in the transformation from information technology (IT) to business technology (BT), according to the latest study by Forrester. Buyers who are concerned with using technology to exploit new business opportunities are dominating technology markets -- and adoption of business capabilities is their objective, not product or service selection. These "business technologists" use Web 2.0 applications to advance adoption goals. Their approach, which encompasses an attitudinal, procedural, and overhaul of technology marketing practices, is the new discipline for matching buyer's business needs with technology vendor capabilities. Forrester believes that creative messages, collateral, and formal sales presentations are no longer the primary source of information about tech industry product strengths and weaknesses. BT decision-makers see online search engines, discussion forum
TMT Market Research Summaries and Analysis