Brian Sommer suggests that technology marketers should adopt the practices of consumer marketing and use ‘experiential’ marketing techniques - Selling that Technology: Functions, Features & Fools.
I’m trying to imagine how an ERP vendor would approach this. What’s the experience of a sales order clerk capturing an order, or a production manager managing work-in-progress?
The issue is that they don’t make the buying decision. The only experience you would have to focus on it that of the CEO or CFO. And what would that be?