Beyond the Buzz: Marketing Effectively in Different Tech Categories

As organizations strive to modernize their IT environments, buyers are constantly evaluating new strategies and technologies. In fact, 59% of tech buyers say their organization has added one or more new vendors to their stack in the past 12-18 months. To better position their solutions and better engage buyers, marketers should be constantly in tune with the nuances of buyers’ needs and use those differences to their advantage.

In this infographic, we bring together insights on how marketing approaches should differ and where best practices overlap. Specifically, we’ll compare strategic approaches to “hot” markets (like generative AI) and complex ones (like Zero Trust) to help you identify opportunities to establish your solution as the best option for buyers now and in the future.

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