Marketing to the CIO’s Hot Buttons | IT Services Marketing Association

Title:

Marketing to the CIO’s Hot Buttons

Author:

Chris Koch, Larry Bonfante, Doug Lewis

Date Published:

July 14, 2009

Ref. Number:

OLB090714

Pages:

26 slides

An archived version of this Briefing is available for playback. ITSMA members with online access may access the archived Briefing by clicking on the “Playback” button above. Nonmembers who purchase the Briefing will receive an email with a link to the archived replay.

Marketers who try to speak to all CIOs with a single voice are getting it (almost) all wrong. CIOs may be individuals, but they represent a composite of different roles, depending on their personal and professional backgrounds, the size and context of their companies, and the strategic importance of IT. Marketers need to segment their CIO audience and speak to each in the voice he or she needs to hear. Join ITSMA’s Chris Koch and a panel of outspoken CIOs and learn how to:

Segment your CIO audience by role
Engage CIOs by connecting them to one another
Discover their buying needs

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