What is IT marketing?
In short, IT marketing refers to marketing the services or products of IT companies (sometimes with the help of IT marketing companies). Maybe it sounds easy, but in fact, we need to clarify what is “marketing” and what is an “IT company”. And, while the definition of “IT company” may be more or less understandable (in practice, it’s an umbrella term for a software services company or a software product company), different interpretations of the meaning of “marketing” sets IT marketers up to fail.
The American Marketing Association’s (AMA) current definition of marketing (from July 2013) is: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Digital Marketing for IT Companies
Digital Marketing Matters Now More Than Ever
According to Gartner’s “B2B Buying Journey” report, “44% of millennials preferring no sales rep interaction in a B2B purchase setting… The best work in digital selling is not happening within sales departments but rather in marketing. Progressive marketers have shifted from spec sheets and product overviews to digitally rich buyer enablement. They are helping customers manage the complexities of an end-to-end purchase decision and navigate the implications for their business.
Gartner posits that “sales leaders failing to shift significant focus, resources, and political capital into creating rich digital experiences through the next five years risk alienating customers and losing business as a result… The company website is the place to start.”