“A tech marketer’s guide to creating more impact with LOB
When marketing technology to Line of Business, you must consider two things- are you reaching the right LOB professionals who are really involved in decision-making or are you just hoping the ones you reach have something to do with technology buying? And, are you targeting them in the right place at the right time?
All too often, marketers make the mistake of using general business media to market technology to LOB. While this may seem like a good strategy, it assumes that: 1. The LOB pros you reach actually care about enterprise technology; and 2. they are actively involved in the decision to purchase technology for their organization. Marketers beware: check-signing alone does not constitute active participation in or influence over the technology buying process.
This white paper provides an in-depth comparison of LOB media choices and targeting techniques, helping tech marketers identify the most efficient, intelligent ways to get ahead of technology projects and create more impact with LOB.”