©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
6/25/10, Marketing Sherpa
A marketer’s job is more difficult when trying to reach an audience that particularly distrusts marketing messages — and dislikes talking to sales people. One solution: Give buyers the resources they need to self-educate, and let them choose when to interact with your team.
See how the team at a network management software company appealed to the distrustful IT crowd with a “geek-friendly” website, content targeted at different stages of the buying cycle and relevant, targeted email nurturing.