Change is the true constant for successful businesses, especially in a climate that is so integrated with — and reliant on — technology.

As innovation speeds ahead, companies are faced with new competition from specialized startups, who pose a threat not just in their technological capabilities but also the perception of those capabilities, and where they fit into the marketplace.

A higher number of dispersed marketing messages doesn’t actually spread value across a wider base of opportunity. It just leaves CMOs spending more resources to create more messages — with consistently less ROI.

So what is it about successful B2B tech businesses both new and old that enables them to thrive and survive?

They create “single-minded” marketing messages that engender loyalty, solidify reputation, and directly affect the bottom line.