Frederik Van Zande
Leading technology marketers -- faced with product offering parity/commoditization, intense global competition, and stagnant budgets -- are seeking every way possible to improve the performance of their marketing programs.
One strategic approach is the adoption of radically customer-centric marketing -- allocating significant resources toward developing the deepest possible understanding of customers' roles, responsibilities, communities, hopes, dreams and aspirations -- moving far beyond the "title targeting" that has defined technology marketing for decades.
Here's how.
user centered design e-marketing marketing personas
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