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.
IDC Press Release
70% of worldwide spending on smart city projects focused on energy, transportation and public safety
Framingham, MA – February 5, 2013 – Today, IDC Government Insights revealed its first annual “Worldwide Smart City 2013 Top 10 Predictions,” (Document # GI239209), highlighting market predictions for the year ahead. The Smart City movement is emerging and growing as a significant force of innovation and investment at all levels of government. To assist government organizations, IDC Government Insights’ global Smart City analyst team has identified the top 10 predictions for 2013 that will most heavily influence the direction and magnitude of technology investment, management, and evaluation.
The Top 10 Predictions are:
1. In 2013, 70% of Worldwide Spending on Smart City Projects Will Be Focused on Energy, Transportation, and Public Safety, and 90% of These Will Be at Least Partially Funded by National or International Government.
2. At Least 50% of Smart City Programs Will Be Initiated at the Line-of-Business or City-Function Level.
This infographic is based on IDC’s 2012 IT Buyer Experience study. It shows how buying teams are structured, how long decisions take, top influencers, and key expectations of vendors. IT sellers can align their sales and marketing activities to these behaviors to help expedite the sales cycle.
For additional resources on the study, including a webinar, click here
Global marketers are getting the green light from management to execute digital marketing campaigns, with 1 in 5 saying they have a mandate and budget, and another 42% saying they have strong interest and active support from line-of-business (LOB) leaders, according to a CMO Council study released in May 2012. And it turns out that most marketers believe management is enthusiastic about customer data integration, analytics, and personalization of market interactions, with 62% saying this has appeal among leadership. Other top functions that marketers believe are of interest to LOB leaders include website performance improvement and richer engagement (61%), and lead acquisition, conversion, and upselling/cross-selling of customers (60%). Roughly 2 in 5 say the same about behavior-based insight gathering for more effective segmentation and messaging (41%) and search marketing an online advertising (39%).