Transforming Information Into Knowledge
Transforming Information Into Knowledge
This post presents 1) the point of view of tech journalists that regularly read survey-based reports and 2) survey data interesting to IT vendors that sponsor these surveys. Tech Journalists I conduct at least four surveys a year and write a weekly column about other […]
How many times have you been disappointed in vendor-produced content? Do you contemptuously look at an analyst firm’s report thinking you know more about the subject than the author? Have you ever been embarrassed because your six-page study is clearly produced by Marketing and not actual experts? […]
After reading my recent blog for Evolved Media, The Top Four Reasons Modern Marketers Can’t Live Without IT Research, my wife the advertising executive asked if I was talking about CMOs in general or specifically specifically about marketers at B2B tech companies. I was forced to admit that […]
Technology research is available from a spectrum of firms, both large and small. The three institutional players – Gartner, Forrester, and IDC – offer different benefits than boutique firms. Regardless of where marketers look for research, they rely upon it for 1) third-party validation, 2) leads, 3) customer insight, and 4) building trust.