Question

Topic: Strategy

Trying To Reach Cfo's And Cio's In Large Companies

Posted by Anonymous on 4/16/2008 at 11:04 AM ET 250 Points
I am a marketer in a technology rental company and as a result I have to reach both the technical buyer (the CIO) as well as the economical buyer (The CFO) of large corporations...

How do I cut through the clutter and actually get these people interested in my rental option as opposed to 1. another rental company, or 2. a larger organisation with bigger marketing spend..?!
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RESPONSES

  • Posted by CarolBlaha on 4/16/2008 at 11:15 AM Member
    If you want to get thru the clutter-- get on the phone and schedule a face to face meeting with those involved. Its got to be a consultative sell-- especially when you are targeting people at this level.

    Sell Well and Prosper tm
    Carol
  • Posted on 4/16/2008 at 12:31 PM Accepted
    Particularly at the levels you're trying to reach, you have to catch the individual's attention.

    If you have data that you can leverage to tell a story, it's great to be able to relate it to the individual's company. For example, your competitor, XYZ firm, saved $X million in the two years since switching to leased equipment. Then, perhaps a testimonial or two.

    It's also good to offer something of benefit for the executive. For example, an analysis of their existing technology equipment and estimated costs/time to obsolescence and replacement versus the leased route.

    If you are targeting larger companies, you may want to contact strategic sourcing officers, as they would likely be the ones to analyze and make recommendations to the CFO.

    CFO has a couple of large conferences each year, in addition to a technology-specific event. I'd also check out business information associations, as those conferences target CIOs.

    Good luck
  • Posted by joshuacrumbaugh on 4/16/2008 at 3:37 PM Member
    Focus on your packaging, be agressive and get yourself a two day trial to hoovers.com. You'll be able to get in there and download contact information for some of these people your trying to connect with. There is another company similar to hoovers, but can't seem to remember their URL. Don't forget to answer the question WHY? Too many marketing and sales professionals forget that this is one of the most important questions in our profssion.
  • Posted by Tracey on 4/16/2008 at 7:27 PM Member
    I would think that tradeshow managers would be another key target audience for you. Is that part of your responsibility? Do you rent technology for use at tradeshows? Typically you can get in touch with tradeshow managers through the tradeshows themselves or organizations like Exhibitor.
  • Posted by michael on 4/16/2008 at 9:22 PM Member
    Send. Call. Call. Call. Call. Call. Call.
    It's the magic formula that works every time.

    Most people Send. Wait. Wait. Wait. Wait. Wait. Whine.

    Also helps if you're advertising in CIO or some other relevent magazine.

    Michael
  • Posted on 4/17/2008 at 2:10 AM Author
    Hi everyone.

    Thank you so much for your responses. I will look at each one a little more closely during the day today and try and reply to each one with some more thoughts on what we are already doing and trying as well as successes that we have had.

    Something I can touch on at the moment is that while I do believe there is a place for advertising - it does not work for CIO's and CFO's. No matter how expertly created the advert is, it still relies on them calling you - it is too reactive. As I said, in this market it does have its place as brand building and getting them familiar with our organisation... But it does not compel them to pick up the phone.

    This is the main reason for me looking for solutions which will appeal to CFO's and CIO's directly and succinctly.
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