by Lindsay Brown | Feb 9, 2013 | B2B Marketing, Capital Equipment Marketing
Because of the high costs involved, the capital equipment purchasing process is complex for 4 reasons: the number and type of decision makers, the need to carefully evaluate and compare multiple options using financial analysis, the economic environment, and changing...
by Lindsay Brown | Feb 8, 2013 | B2B Marketing, Capital Equipment Marketing, Marketing Strategies
There are at least three (3) factors that can have profound implications for downstream marketing. First, reputation is critical. Second, the number of customers is limited. Third, many capital equipment brands tend to be so technical, that engineering involvement and...
