Key audiences for technology marketers

What do live music bands and b2b technology companies have in common? Having creativity or innovation at the heart of their offering, perhaps? The connection I noticed the other day is rather more down-to-earth, but it’s an important one for technology marketers to crack.

Whether you’re selling music or IT, the route to the end customer is complex and it’s essential to get all the key audiences in the buying process on board.

The obvious audience isn’t always the right one

In the live music business it’s a question of influencing promoters, venue managers, loyal fans and potential new listeners. The obvious focal point for raising awareness and interest is the audience who’ll pay to come and see the gig; but there’s no point building excitement, sending tons of tweets, getting lots of ‘likes’ among potential fans — if you haven’t already got the venue managers convinced of your band’s potential so they’re raring to let your act play their venue.

Where should technology marketers focus their attention?

For technology companies the buying process typically involves the CIO and a spread of functional directors, relevant members of the IT function and often a purchasing team. It can be all too easy, as technology marketers, to focus most of your planning and marketing effort on one link in the chain, typically the budget holder. But the real task with complex purchasing chains is to look at the whole chain; to spot any weak links, fix them, and make sure that the chain is secure from end to end.
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