If you are a technology vendor trying to build awareness in a crowded market, you already know the challenge. Enterprise buyers are overwhelmed with options. Your category is full of noise. And the traditional routes to visibility - big analyst relations programmes, expensive advertising, or content marketing that takes months to gain traction - are either out of reach or simply too slow. Viewpoint Analysis is an independent IT analyst firm that works with start-up and scale-

If you run marketing or analyst relations at a technology start-up or scale-up, you already know the frustration. You have a genuinely compelling product, real customer wins, and a clear point of view on your market. Yet when you approach the big-name IT Industry Analyst firms - the ones whose reports get quoted in every enterprise procurement process - the response ranges from politely non-committal to radio silence. The same thing happens when it comes to SEO and Generative

A definitive guide to understanding your future customers, winning more deals, and keeping more of the customers you have. Introduction - Why Buyer Understanding is Crucial For Technology Vendors Most enterprise technology vendors believe they know their buyers. They have personas. They have CRM data. They have years of sales experience in the room. But when you look closely at how sales and marketing decisions are actually made - the messaging chosen, the accounts targeted,

Account Profiling is probably the very first step that any sales or marketing team takes in order to target a new account. It is therefore one of the most important activities that can be performed when investing in a new account patch or a new list of target accounts. Viewpoint Analysis acts as a 'Technology Matchmaker' - and one-half of what we do is to help sales teams to understand their customers better. That begins with account profiling or account research and we do a