{"id":1502,"date":"2020-01-05T05:03:48","date_gmt":"2020-01-05T05:03:48","guid":{"rendered":"https:\/\/britopian.com\/?p=1502"},"modified":"2023-11-04T04:42:11","modified_gmt":"2023-11-04T04:42:11","slug":"it-decision-makers","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/influencer-marketing\/it-decision-makers\/","title":{"rendered":"How to Reach IT Decision Makers (ITDMs) With the Right Message"},"content":{"rendered":"
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Reaching IT Decision Makers (ITDMs) is difficult. They are the most “marketed to” audience on the internet, and they have countless options when choosing the products and services for their business.<\/p>\n\n\n\n

Why this matters:<\/strong><\/p>\n\n\n\n

In most organizations, they are the buyer. The decision-maker. They control what technology is needed and implemented in the enterprise and are highly influential.<\/p>\n\n\n\n

ITDMs are not fans of sales and marketing. If you spam them, they’ll call you on it publicly. They install ad blockers, opt out of all data or cookie collection and navigate the interwebs using incognito browsers. They are focused and don’t want to be bothered. Trust me. I know several of ITDMs, and they tell me stories. <\/strong><\/p>\n\n\n\n

Despite these hurdles, you must determine the best way to reach ITDMs and influence their purchase behavior. It starts with data and insights.<\/p>\n\n\n\n

>> Take me to the ITDM Research<\/a> <<<\/strong><\/p>\n\n\n\n

What is an IT Decision Maker ITDM?<\/h2>\n\n\n\n

ITDM, which stands for “Information Technology Decision Maker,” is a term used to describe business professionals who make decisions about acquiring and implementing software technologies within an enterprise. These pros are sometimes referred to as tech decision-makers within certain organizations.<\/p>\n\n\n\n

As key decision-makers, ITDMs are responsible for evaluating, purchasing, and overseeing the implementation of various software technologies to ensure that the organization’s IT infrastructure remains up-to-date and meets the business’s specific needs. Their roles often include researching new technologies, assessing their suitability for the company, and managing the implementation process.<\/p>\n\n\n\n

How They Started Out<\/h3>\n\n\n\n

Most ITDMs begin their careers as entry-level engineers or developers, gradually gaining experience and knowledge in the field. Over time, they may assume leadership roles, guiding teams and making strategic decisions for the organization’s IT infrastructure.<\/p>\n\n\n\n

The exact title and scope of an ITDM’s role may vary depending on the size and complexity of the organization. In larger enterprises, ITDMs can hold positions such as Chief Information Officer (CIO), Director, Vice President, or Senior Vice President. The ITDM might be an IT manager responsible for its tech stack in smaller businesses.<\/p>\n\n\n\n

Regardless of their title, Information Technology Decision Makers play an essential role in ensuring that organizations make informed choices about the technologies they employ, ultimately helping to drive innovation, efficiency, and growth within the enterprise.<\/p>\n\n\n\n

Example IT Decision Maker Job Titles<\/h3>\n\n\n\n

ITDM job titles vary according to the organization’s industry, vertical, and size. At the top of the hierarchy, the C-suite includes the most senior ITDM job titles, such as Chief Information Officer (CIO) and Chief Technology Officer (CTO). The CIO may also function as a Business Decision Maker (BDM) in smaller companies.<\/p>\n\n\n\n

Roles like Chief Data Officer and Chief Information Security Officer (CISO) emerge in larger enterprise organizations. These professionals make business decisions and manage data and security-specific software and technology procurement.<\/p>\n\n\n\n

Other prominent titles include Executive Vice President, Senior Vice President, or Vice President of Information Technology. Individuals with these roles often refer to themselves as the “Head of IT” or “Head of” specific domains such as Engineering, Software, Data Science, etc.<\/p>\n\n\n\n

Further, positions like Director or Senior Director of Information Technology can be found down the hierarchy. These professionals typically focus more on the daily operations of their department and less on purchasing and business decisions. Below this level, managers, engineers, developers, architects, data scientists, and analysts play their respective roles in the organization.<\/p>\n\n\n\n

Specialty job titles also exist, covering specific areas such as Artificial Intelligence, Machine Learning, DevOps, MLOps, AIOps, SIEM, Threat Intelligence, RPA, Automation, Intelligent Automation, and many more. The ITDM landscape is vast, with hundreds of other job titles continually evolving to meet the changing demands of the industry.<\/p>\n\n\n\n

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Why Reach ITDMs Online?<\/strong><\/h2>\n\n\n\n

The answer is simple. <\/p>\n\n\n\n

They influence buyers, or they are buyers. They will deploy the software within their company and be held accountable for their decisions. ITDMs are under much pressure to make the best decision for their company. So it is important that your messaging is clear and concise. It should explain your unique selling proposition and\/or what problems you solve.<\/p>\n\n\n\n

Your messaging should persuade them to consider your product at every phase of their journey. By analyzing the B2B sales funnel<\/a>, you can understand how they research information, what they search for in Google, which media outlets they use, and how they consume information.<\/p>\n\n\n\n

These insights can inform your PR strategy<\/a> or other digital marketing initiatives.<\/p>\n\n\n\n

The ITDM Customer Journey<\/strong><\/h3>\n\n\n\n

The ITDM customer journey is complex. ITDMs are inundated with information and have to sift through a lot of noise to find the signal. To reach IT decision-makers online, you must understand how they consume information and what content they want. The below journey illustrates how complex the customer journey is for ITDMs when they are in the market for new software or services.<\/p>\n\n\n\n

This table provides an overview of each phase of the ITDM’s journey, the channels where they are most active, and example messages that brands can use to reach them.<\/p>\n\n\n\n

Phase <\/th>Description<\/th>Channels<\/th>Messages<\/th><\/tr><\/thead>
Awareness<\/td>ITDMs recognize a need for new IT solutions.<\/td>Social media, industry blogs, webinars, conferences<\/td>“Discover how our solution can streamline your business processes and improve efficiency.”<\/td><\/tr>
Research<\/td>ITDMs review resources and consult their professional networks.<\/td>Industry whitepapers, articles, case studies, professional networks<\/td>“Check out our latest whitepaper on how our solution can transform your IT infrastructure.”<\/td><\/tr>
Evaluation<\/td>ITDMs evaluate the compatibility of solutions with their organization’s needs.<\/td>Vendor websites, product demos, customer reviews<\/td>“See how our solution aligns with your specific needs in our latest product demo.”<\/td><\/tr>
Vendor Comparison<\/td>ITDMs compare multiple vendors side by side.<\/td>Vendor comparison websites, customer testimonials<\/td>“Find out why customers choose us over our competitors. Read our latest customer success stories.”<\/td><\/tr>
Purchase Decision<\/td>ITDMs choose the best fit for their organization.<\/td>Vendor websites, customer support<\/td>“Take advantage of our limited-time offer and experience the benefits of our solution today.”<\/td><\/tr>
Implementation<\/td>Focus shifts to implementing the chosen solution.<\/td>Vendor support channels, training resources<\/td>“Get started with our step-by-step implementation guide and make the most of our solution.”<\/td><\/tr>
Evaluation & Optimization<\/td>ITDMs assess and optimize the newly adopted solution.<\/td>Vendor support channels, product updates<\/td>“Maximize your performance with our latest product updates and improvements.”<\/td><\/tr>
Advocacy<\/td>Satisfied ITDMs become loyal advocates for the brands they believe in.<\/td>Social media, professional networks<\/td>“Join our community of satisfied customers and share your success story with others.”<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

The typical sales cycle for enterprise software is between 6-18 months, which means that ITDMs spend a lot of time researching various products, asking peers and colleagues for feedback, and reading analyst reports and articles in the media. Essentially, they are looking for validation and reinforcement of the decisions they are about to make.<\/p>\n\n\n

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\"An<\/figure><\/div>\n\n\n

The buyer journey of the IT decision-makers (ITDMs) is critical for marketing leaders to understand, regardless of the industry. By gaining insights into this journey, strategies can be tailored to better resonate with ITDMs throughout all touchpoints. Here’s a thorough analysis of the eight essential ITDMs’ buyer journey stages.<\/p>\n\n\n\n

Awareness: <\/strong>At the beginning of their journey, ITDMs often experience challenges or opportunities that lead to recognizing a need. For example, they might seek new software, hardware, or services to address specific business objectives. Companies offering products or services in the IT space should prioritize crafting targeted messaging and timely content to position themselves as the go-to solution during this phase.<\/p>\n\n\n\n

Research<\/strong>: ITDMs are thorough and cautious, diving deep into available resources. They meticulously review industry whitepapers, articles, and case studies on potential solutions and regularly consult their professional networks for opinions and trusted advice. Therefore, marketing leaders must provide ITDMs with readily available resources when they need them.<\/p>\n\n\n\n

Evaluation<\/strong>: At this point, IT decision-makers have a solid understanding of the available options and are now evaluating the compatibility of these solutions with their organization’s needs. Next, marketers must ensure their products stand out by articulating unique selling points and highlighting the value they can bring to ITDMs.<\/p>\n\n\n\n

Vendor Comparison<\/strong>: In this stage, ITDMs judge multiple vendors side by side, comparing their solutions’ features, functionalities, pricing, and overall effectiveness. Again, fostering trust is critical here; brands must demonstrate their expertise, reliability, and commitment to customer success.<\/p>\n\n\n\n

Purchase Decision<\/strong>: After weighing the pros and cons of various vendors, ITDMs choose based on the best fit for their organization. Even though the decision seems final, marketers still have the opportunity to influence this stage by offering additional incentives and providing excellent customer support.<\/p>\n\n\n\n

Implementation<\/strong>: The purchase decision is made, and now the focus shifts to implementing the chosen solution. This stage is transformational for the organization, prompting companies to provide ample support regarding product installation, configuration, and staff training to ensure a seamless transition.<\/p>\n\n\n\n

Evaluation & Optimization<\/strong>: Post-implementation, ITDMs assess the effectiveness and efficiency of the newly adopted solution. Then, they will fine-tune and optimize the system for maximum performance. Regular updates and improvements to existing software or hardware can help ITDMs remain satisfied with their choice.<\/p>\n\n\n\n

Advocacy<\/strong>: In the final stage of the buyer journey, satisfied IT decision-makers become loyal advocates for the brands they believe in. By capitalizing on ITDMs’ extensive professional networks, companies can tap into the power of word of mouth as a persuasive marketing tool. In addition, a strong focus on customer success and creating long-term partnerships can make this transformation from customer to brand advocate possible.<\/p>\n\n\n\n

Marketing leaders must understand and efficiently address each stage of the IT decision-makers buyer journey. By knowing each phase’s unique needs, challenges, and objectives, marketers can successfully tailor their strategies to connect with ITDMs on a deeper level.<\/p>\n\n\n\n