Technology marketing is under attack on two fronts. On the one hand, the effectiveness of traditional marketing techniques - such as direct mail and advertising - is declining. On the other, traditional authorities in the marketplace (journalists and industry analysts) are having diminishing impact on buying decisions. Neither of which is helpful if you're in the business of technology marketing.

Offer a great service? Sell a great product? How will you get anyone to remember you? And even if they do, how can you get them to believe what you're saying?

The fact of the matter is that, using traditional marketing techniques, you can't. Simply throwing more resources at an ever more sophisticated and sceptical audience is not the answer.

There is a better way.