EXCLUSIVE: Research-Based Insight into the CIO—and how it can Drive Marketing Success

For B2B tech marketers, it’s critical to understand the CIO’s mindset, motivators and attitude toward marketing.

CIOs today play a vital role within their organizations as change agents—not just functional heads. They care about solutions that will help propel the business forward, and if you can connect with these decision makers, you have a truly valuable high-level ally.

But to engage buyers like the CIO and move them through the sales cycle, you need to stay focused on all the things that make them tick (and what things turn them off). That’s where building an in-depth CIO buyer profile, or persona, really pays off.

Revealing what matters most

Recently, my organization created research-based buyer profiles for the CIO and several other decision makers and influencers by:

  • Interviewing the audience (buyers and potential buyers)
  • Drawing on publicly available and paid research reports
  • Interviewing sales teams (who often have the closest ear to the buyer)
  • Applying plenty of quantitative and qualitative analysis
  • Employing social listening

The result is a concentrated view of the CIO that you can capture at a glance—a poster that acts as a reliable sense-check for every marketing initiative (snippets of this are featured in this post). It highlights how and why the CIO thinks and responds when approached by tech partners, as well as an intimate summary of the CIO’s general mindset (in the first-person):

“These are exciting times. There’s huge opportunity for me and my team, but also a fair amount of risk. Some days I’m drinking from the fire hose, trying to keep up with the challenges of my new role and the information needs of my company. Now I have a revenue number to hit and my responsibilities are global! But I love that I have greater visibility within the company and can make a greater contribution to helping our company win in the marketplace. I feel it is my responsibility to leverage our business needs into more transformational processes and innovation. I expect my technology partners to be reliable, accountable, innovative and to make my team look good.”

Just the facts, please

Important highlights of the CIO buyer profile include questions and issues CIOs keep in mind when considering tech solutions in their roles as  business strategist, functional head, and transformational leader. Good insights, but what can you put into practice? Here’s a peek at one of the most useful do’s-and-don’ts lists in our CIO profile:

       CIO Communication Preferences

  1. Technical, data-driven facts
  2. Credible blogs and news pertaining to partnerships, who’s investing, new trends and technologies
  3. White papers that outline decision points and content that illustrates the implications of those decisions
  4. Case studies that detail a complex issue and how it was solved
  5. A way to measure the potential impact of the solution on my unique environment

“I ignore marketing language that makes promises but fails to quantify how or why. Don’t market down to me. I also ignore generic emails from people I don’t know and anything that isn’t factual or analytical in nature.”

Can’t do the deep dive? Two ways I can help.

1. Email me at laureng@bnj.com to request your own copy of the research-based CIO profile featured here.

2. See my quick guide to building B2B buyer profiles in a pinch. Even simply tuning into resources like CIO.com’s Top Ten Tech Predictions for 2012 will help you keep CIO concerns and views top of mind. What will it mean for your CIO prospect if:

  • The global economy looms larger?
  • The CFO and CMO become key collaborators?
  • Virtualization goes viral?
  • Consumerization of IT explodes?

I’d love to hear how buyer profiles are shaping your marketing efforts. Please share your comments!


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