By Scott Gillum
Estimated read time: 2 Minutes
Here’s an observation for my friends in tech marketing.
Above is an extract from research we recently conducted. Close to 500 C-Level IT buyers (CTO, CIO, CISO, etc.) were interviewed or surveyed.
The graph represents the top 4 purchase drivers. Each of the 4 categories include the platform and the people. Technical expertise includes not only the solution, but also, the people selling, integrating and supporting it.
The “people” component in the other categories is pretty obvious. The question is, how are you communicating the value of your people in your content and messaging? Are you?
In my observations, most organizations have shifted to almost exclusively focusing on the technology/platform. We’ve become very myopic in marketing our solution. It could be pressure coming from the product group or senior management. It’s pushed marketing too far in one direction.
People use technology to get an output. They don’t buy it because of what it is, they buy it because of what it does…oftentimes, for them specifically. How you sell and support your tool most often dictates whether or not you’ll get the renewal, add-on or even a referral.
People also buy from people. If you’re leaving the human piece out, you are doing the customer, company and your colleagues a disservice.
