As technology transforms work processes beyond the borders of IT, functional business leaders have had no choice but to devote resources to collaborate with IT decision makers to understand and leverage the technology solutions that will best meet business needs. While the CIO continues to lead, buying influence often extends across the IT organization and beyond to include other C-level influencers, Line of Business (LOB) managers and staff. The presence of multiple influencers adds complexity for tech marketers, underscoring the importance of tailoring messaging and content to each buyer’s unique needs.
While Line of Business decision-makers are a growing force within the technology purchase, not all LOB is created equal. In fact, there is 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. At IDG we call these buyers Tech-Involved LOB and it is these buyers who are the focus of a new global research survey from IDG.
In fact, there is 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 comprehensive new research is designed to help tech marketers better understand the Tech-Involved LOB decision-maker, who they are, how they work with IT and their emotional drivers and motivators. The research reveals that while IT and LOB enjoy a collaborative relationship, what motivates IT is slightly different than what motivates the Tech-Involved LOB decision-maker; understanding the distinct needs of Tech-Involved LOB will help tech marketers design messaging and content to influence and engage this key audience.
Written by Janet King
Janet is General Manager/SVP of IDG Research. IDG Research is a full-service research company, providing a broad range of services to help inform your marketing strategy and fuel content development.