>> IT media
One of the more predictable, and sadder, moments in my work with clients comes when I ask for a customer case study to help illustrate all the good things their hardware, software or services can do.
Myth: B2B IT publishers sell advertising to tech vendors. Their media brands employ dozens of reporters and editors who weigh pitches about emerging companies and technologies. The best pitches bring the best coverage. Reality: B2B IT publishers are digital manufacturers, mass-producing behavior that signals buying interest. Here’s what’s really going on.
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