There’s a new technology decision-maker within the company: The marketer.
The intertwining of marketing and technology has rocked high-tech marketers’ worlds as of late, shifting their primary audience from IT to marketing. In most cases, it is now the marketing leader who is generating the need and driving the decision to purchase marketing technology.
To better understand the challenges and opportunities that this transformation brings, gyro and REPASS | Research ● Strategic Consulting conducted interviews with marketing leaders who are taking a lead role in marketing technology purchase decisions within their companies.
It’s no surprise that marketers say that they feel they know more about marketing technology than IT. Leading the charge through the initial stages of the decision process, they now more often bring in IT only after the initial consideration set has been identified to answer questions regarding infrastructure, integration and security.
And therein lies the challenge today for high-tech marketers. A new set of tactics is now required to connect with this much more discerning group.
As one director of communications and marketing services for a pharmaceutical company said in an interview, “We craft messages for a living. When we see [other] messages, we’re constantly reverse-engineering and figuring out what their goals, objectives and strategies are. When I see a technology that has a promise around it about how this is going to make my life easier or how this is going to be the next big messaging tactic, I’m a little skeptical. I want to make sure I understand how it works before I’m going to be a full believer or buy into it.”
So what does it take to win marketers over? First and foremost, it involves focusing on value over volume. Nearly all of the respondents commented on how they’re continually inundated with marketing collateral about the latest and greatest technology.
Rather than go the showy route, marketers say that they want to be told how technology is going to specifically help their cause. Relevance goes a long way: “Know a little bit about the business you’re trying to target. Pick up key things about the organization, to target the message to attract my attention in a meaningful way,” said a vice president of marketing for an audio-equipment manufacturing company.
It’s a high-stakes game for marketers and technology. A lot can go right, yet a lot can go wrong; and marketers are looking for companies who are going to be just as invested in the decision process as they are.
Read gyro and REPASS | Research ● Strategic Consulting’s full report on marketing technology to marketers here to gain insights into what it takes to gain – and keep – this new audience’s attention.
Judy Begehr – Senior Vice President Account Planning, gyro Cincinnati
Judy Begehr is Senior Vice President, Account Planning, at gyro. Judy’s 15-plus year career in advertising has been focused on the intersection between strategy, the psychology of decision-making, and creative communications in business markets. She has mined market and audience insights leading to breakthrough strategies and award-winning integrated marketing programs for clients including SAP, GE, Kellogg, Tyco, Avaya, Pitney Bowes, Transamerica, AOL, Haworth, Zebra, Terumo, USG, Bright House Networks, Eaton, Mutual Service Corp, Deloitte Consulting, Food For All, Cincinnati Bell, and Allianz Global Risks.