Hardware tech marketers bank on the small financial services market

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      <subfield code="a">Hardware tech marketers bank on the small financial services market</subfield>
      <subfield code="c">by Ellen Carney with Eric G. Brown and Christina Lee</subfield>
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      <subfield code="a">Not too long ago, IT hardware vendors banked on the business they got from financial services industry giants like Morgan Stanley, The Royal Bank of Scotland, and AIG. When the Wall Street bubble burst, hardware tech vendors like Cisco Systems, Dell, and Sun Microsystems with strong track records in financial services suddenly found the small banking and insurance market much more attractive. Near the end of 2008, Forrester surveyed a number of smaller financial services institutions in the US and Europe. The good news is that small financial services firms act more like their bigger financial services siblings than small businesses. Tech marketers looking to target this market need to sell the very different features that banks and insurers value through the right buying channels</subfield>
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