3 Best Practices for 2010: Win Customers & Build Market Share in a Recovering Economy

Unpredictable economic times are forcing technology-marketing execs to re-think their current marketing strategies and maximize their resources in new ways.   We recently sponsored a series of interviews with industry leaders from Adobe, Cisco, IBM, and more Fortune 1000 technology companies to understand what top high-tech marketers are doing to counteract the economy and its effect on marketing initiatives and their success.   After compiling results and developing a top 10 list of the “Best Technology Marketing Practices for 2010” (which can be downloaded for free from our resource library at www.handlconsulting.com/resources), we thought we’d share with you three of the best practices that particularly stand out.

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#7: Demonstrate Value through Return on Investment (ROI) and Total Cost of Ownership (TCO)

March 25, 2010       

In a soft economy, customers are focused on solving business problems and reducing the potential financial risks associated with acquiring new software.


Smart marketers provide great proof points to prospects by highlighting the ROI and TCO that customers in similar domains with comparable use cases have seen by using their solution.


These targeted customer case studies and reference accounts demonstrate tangible success and help minimize the perceived risk of investment – reassuring tentative customers that their funds will be well spent.

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