The Secret to Marketing to the Line-of-Business Executive
Technology Marketing Blog
Many technology companies have directed their marketing and sales teams to look for business beyond the traditional IT customer. The secret to marketing to the line-of-business executive is to think like they do. Huh? Is this a secret?
Imagine you have a cute little terrier that you love dearly but who chews up everything in sight. You fear that you will have to give the dog away if he keeps wrecking things. As a super-busy person you rarely have time to read articles, however, one of the articles below will stop you in your tracks. Which one?
a) Animals around Our Home
b) Dogs: What do they do every day?
c) Why We Love Terriers
d) How to Stop Terriers from Destroying Your Home
You know that the answer is D. And if each of the authors had a dog training business, which one are you most likely to contact?
Everyone gravitates toward things that they believe are made “just for me” and ignores things that are made for “someone else”. It doesn’t matter if you are trying to get the attention of the Chief Marketing Officer, the Vice President of Human Resources, the head of pediatric medicine, or a terrier owner. The more completely you enter to your customer’s world, the more likely you are to be successful with them.
