Digital transformation has become the catchphrase for everything a business needs to do to leverage technology to be more competitive, cost-efficient, and customer friendly. But doing all that can involve a whole lot of different technologies and suppliers. To help businesses more easily understand, access, and choose from the sea of technology suppliers, and enable those suppliers to connect with businesses that are the best targets for their solutions, there’s TechnologyAdvice.

In an interview today at ITEXPO (News - Alert) Zach Jones, director of client development, told the TechnologyAdvice story. The 10-year-old company, which started life as a business-to-consumer company called Thrive Marketing Group, transitioned to a B2B model and rebranded to TechnologyAdvice after running what Jones indicated was a very successful campaign for 8x8 (News - Alert).

Buyers of business technology get TechnologyAdvice as a free service. If a buyer expresses interest in purchasing, for example, a CRM solution, TechnologyAdvice works to understand its specific needs and match the company with three to five vendors that are best positioned to do the job. Apple, Dell, GE, Kroger, Microsoft (News - Alert), and the U.S. Air Force are a few examples of buyers that TechnologyAdvice has assisted.

TechnologyAdvice works with more than 3,000 vendors, which pay a fee to connect with the buyers. The company also has 250 call center agents, an email effort, and a website through which its vendor partners can do marketing. TechnologyAdvice has a database of 40 million business decision makers to whom vendors can market. In addition to TechnologyAdvice, the company has eight other advice brands, also including CTOAdvice.

TechnologyAdvice is exhibiting here at ITEXPO in Ft. Lauderdale, Fla., and Jones said ITEXPO is a perfect show for it to connect with the IT community about how it can help them sell their products and services.