Question

Topic: Customer Behavior

How To Attract Cxos Of Technology Companies

Posted by Anonymous on 11/1/2006 at 11:35 PM ET 125 Points
We are planning a campaign with the aim of creating mind share among technology companies CXOs about product development /R&D software outsourcing.

But we are not sure as to what will really hold the CXOs attention - a third party market report on software outsourcing, a crisp article, a web seminar with a prominent speaker, etc. We will not hard sell our company. It will be more informational in nature but atleast it will associate our name with R&D outsourcing.
It need not be a one off event and can spread over two three events.
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RESPONSES

  • Posted on 11/2/2006 at 12:22 AM Accepted
    Well- Whitepaper downloads are a good alternative to the ones that you have already suggested.

    Articles in industry magazines even if not read can always be showcased and left behind after a business development call.

    I would suggest an event where you have an industry thought leader give a talk on R&D and then some QnA.
    Find out the hottest book that CXO's want to read-( it might be Freakonomics also)- get autographed copies and gift them at the event. Finish off with a good dinner.

    Get receptionists at the event to take business cards and then have a series of informational emailers sent.

    Click lots of photgraphs in that seminar and draw up a list of 10-15 companies which will become your biggest clients- try and get photos of the individual CXO with the Speaker and then have them framed and sent with ample logo & branding message.
  • Posted by Frank Hurtte on 11/2/2006 at 12:19 PM Member
    It will be difficult to influence the group you are describing. This will not be a one time shot rather a longer term project. I totally agree with the concept of putting together white papers. I also suggest working to plant articles written by your staff into the magazines read by CxO's.
    If you have litterally millions of dollars you might think about straight out advertising, but my guess is you do not.. so you are destined to fight a guerrilla campaign.
  • Posted by telemoxie on 11/4/2006 at 9:13 AM Accepted
    You say you want to target CXOs. If I were in your shoes, I would begin by eliminating the "X". The topics of interest will be will be different for CEOs than CIOs or CFOs or CMOs or COOs. Since you are learning as you go, maybe you should start with just one...

    ... and you need to find something (or someone) these folks are already interested in. You mention a web seminar with a prominent speaker - I'm not sure these folks have time for web seminars. Maybe you could find a speaker or author who is already successful in reaching these folks whom you could partner with, learn from, sponsor.

    I agree with Thinkmor that top level folks have some pretty good filters in place. I've called on these folks for years... and if I'm able to get them on the phone, then they are either not very efficient, or on their way out, or their secretary is sick... if it were me, I'd plan a strategy to work WITH those gatekeepers to get info to the right folk. If you need help, click my profile to the right, give me a call.
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