Marketing technology products to business customers is a distinct discipline. It doesnt resemble consumer-facing tech marketing at all. Its not even the same as business-to-business (B2B) marketing in general. B2B technology marketing requires a completely different way of thinking about customers, products, and markets, mostly because these factors are in a permanent state of flux. This book takes a pragmatic, strategically informed view of B2B technology marketing, exploring the essential responsibilities of the B2B technology marketing executive, including: Lead generation Filling the sales pipeline Strategic messaging Supporting the sales team Communications and public relations Creating customer preference Product marketing