IN PARTNERSHIP WITH MARKETING MEDIA TECHNOLOGY A modern media technology marketing playbook This research provides a playbook for broadcast and media technology suppliers wanting to maximise the e昀昀ectiveness of their marketing communications, based on what deci- sion-makers and budget holders told us has the most impact on their buying process. Summarising the key findings of this report provides a three-step approach for technology sales and marketing leaders: 01 Publishing content that clearly and specifically explains what business challenges a product can address, and the credentials of the vendor to do that successfully. This can be in the form of bite-sized emails, video, trade press articles, webinars and presentations that provide the evidence, making the supplier and products memorable so they are recalled when it is time for a project shortlist. 02 Building trust and rapport with buyers through face-to-face interactions across the suppliers’ team including management, product management, engineering and project delivery. Trade shows and industry events remain the most popular and e昀케cient place to do this. Buyers need to be sure their suppliers can deliver. 03 Focusing on a nuanced and relevant message that demonstrates a real understanding of the market in general and buyers’ business pain points in particular. This means taking time to understand broadcast and media companies individually and tailoring content and interactions accordingly. There is no one-size-fits-all approach. Methodology note Independent research and analysis was carried out by Caretta Research in September and October 2021. Based on in-depth semi-structured focus group interviews with a sample of broadcast and media technology decision makers, focused on their approach to understanding the market and engaging with vendors. And an online survey aimed at both media technology buyers and sellers, with corresponding questions to each. This survey was open for three weeks, publicised via email and social media, attracting 192 responses. Buyer respondents’ companies included broadcasters, OTT platforms, pay-TV providers, telecoms providers and post-production providers. Seller respondents’ companies included software providers, hardware providers, cloud/SaaS providers, managed service providers, resellers and systems integrators. Individual respondents were primarily in senior management and technology (buyers) or marketing (sellers) leadership roles. Survey respondents were self-selecting, and may not be fully representative of the entire industry. As such all data points in this report should be regarded as indicative of overall market trends rather than as a definitive measure.