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When it Comes to Reaching Tech-Involved LOB, Content Tailoring is Key [Download]

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When it Comes to Reaching Tech-Involved LOB, Content Tailoring is Key [Download]

Jim McGinty | Jan 25, 2017
Category: Research

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The pervasiveness of technology into business has brought a new strata of Line of Business decision-makers to the fore. Buying influence often extends across the IT organization and beyond to include other C-level influencers, Line of Business managers and staff, many of whom are seeing their ability to compete and thrive completely transformed by technology.

IDG’s new global research has identified a critical cohort of LOB decision-makers, about 40%, who are actively involved in influencing the technology buying process at both large and small enterprises. This group of decision-makers is referred to as Tech-Involved Line of Business decision-makers (LOB). 

The impact of this group is one of the biggest drivers of content marketing in the technology sector and poses a challenge for marketers who must cut through to a range of diverse stakeholders with different backgrounds, needs and levels of expertise.

Knowledge of your audience and the ability to tailor your message to their requirements is pivotal to the success of content marketing. You cannot rely on guess work when building these personas.  

Knowledge of your audience and the ability to tailor your message to their requirements is pivotal to the success of content marketing. 

Download the research snapshot, Content Needs & Recommendations: Understanding the Tech-Involved Line of Business Decision-Maker and discover the top content used by Tech-Involved LOB in the IT purchase process and the ways in which their content preferences vary by region, mindset and time of day. Crucially, you’ll learn how to correctly tailor content to influence and engage this powerful group across the buying journey. 

 

Written by Jim McGinty
 
Jim is Senior Director of the IDG Content Marketing Practice. He and his team create content for technology companies to engage customers and prospects while building trust between buyers and brands.
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