Insurance IT buyers have distinct preferences when it comes to how they learn about new technology. Tech vendors think IT buyers learn about the hottest technology because of the bright, shiny stuff that their marketing organizations spend all kinds of time and money producing. Wrong.

Like most other industries, insurance IT “shoppers” do surf the Web, read the tech trade and business rags, and visit trade shows. But unlike other industries, insurers are much more likely to want to take someone along on the shopping excursion, leading Forrester to call them “conversational shoppers.” Often, that someone is the tech vendor sales rep.

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