Getting the CIO to buy

THE IT marketer has a unique playing field. From the 4 Ps of classic marketing, only the promotions is truly in the hand of the technology marketer. Even if these 4 are extended to 7, to include processes, people and physical evidence, nothing much changes. 

PROMOTIONS are big enough though. These include branding, positioning, targeting and messaging. These three goals can be achieved by multiple channels, like going to trade shows, tapping the trade media, content and thought leadership, account based marketing,influencer relationship, advertising and web and social media. The above channels can be categorized into Outbound and Inbound Marketing. Or into ATL and BTL.   Or into traditional and new age. 

ALL this is fine, but how does it actually work? The problem that a B2B technology marketer has to solve is to find out the reason that their target CIOs are out shopping. Is it cost take out mandate from the Board? Is it improving the efficiency of business processes? Is it making the experience of end customer better? 

ONCE that reason is figured out, the second step is to take a position. This position typically should be answer to the above reason. Example of positioning can be: speed, cost, reliability, experience, expertise and so on. The position should be substantiated by credibility from case studies, references and third party endorsements. The position should also include the differentiation from the competitors. 

NOW that the marketer is armed, the next step is to reach out. the question can be framed as 'how do I find my target CIOs?' This is where the channels mentioned above come into play. The market place is like singles bar, where buyers and sellers congregate. Sellers need to have their brightest plumage to attract the right buyers. 

But this is just the beginning. The chase has just begun and it can last up to few quarters. The next post will take an example to the last stage of sales cycle and see how important marketing becomes at that stage.