Gene Carozza, vice president at PAN Communications, advises tech PR pros to think like consumer marketers when marketing B2B technology products. In an article in top PR trade O’Dwyer’s, Carozza argues:
Tech companies and their PR partners responsible for marketing have evolved to a more consumer-ish way of thinking strategically about how to market the brand essentials. And if they haven’t yet, they better and quickly. The audiences have expanded, and with that, the channels. The budgets may be similar to those in the past, but the need for more has grown.
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