Report: Most tech marketers wait to get involved in purchase process

11/16/2011 | BtoB Magazine

B2B technology marketers are focusing their attention differently on various stages of the buying process, according to a report by UBM TechWeb. Almost two-thirds of marketers say they are participating in the "determining need" phase, compared with one-quarter who get involved at the "approve" stage. This often means marketers are "so focused on their product that they often ignore what information organizations need to make purchasing decisions," said Jonathan Vlock, co-author of the report.

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