Monthly Archive: October 2011

Oct 12

News Flash: There is No Customer

Now that we know a bit about the customer, we need to understand that there is no customer in enterprise technology marketing.  What?  That’s right, there really is no customer.  There is only a committee of people who evaluate and purchase products.  If you need to think of a “customer,” imagine a hydra-headed creature that …

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Oct 03

Understand the Customer

Understand the customer. Understand the market.  Create preference.  Aren’t these all basically the same activity? Yes and no.  As a technology marketer, one of your most basic jobs is to understand what the customers wants and what he or she will actually buy.  The two are not necessarily the same thing.  What you can interest …

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