IT Marketing: Find the Decision Makers

    April 12, 2006

The best way to grow beyond your customer base is to do some more IT marketing by getting out there in the community and meeting other people that are the decision makers.

The key thing is to find the people that are most likely to be your decision makers. In this article, you’ll learn how to connect with decision makers for your IT marketing efforts.

For example, if you’re targeting the small business owner and manager, you’re going to meet a lot of branch managers from banks, but they’re probably not going to be the right decision maker for you.

You may meet a lot of executive directors from non-profit organizations, but they don’t have a lot of money to spend on IT service. You may meet some people who work for a big Fortune 1,000 company that has a branch office in your area. These may not be the people you’re looking for though.

It’s important to know exactly who the target decision maker is that you’re trying to reach and that will help you get the most out of any organizations or networking functions or trade groups, meetings, or conferences that you go to.

IT Marketing: Join a Partner Program

Another way to grow your name in the local community is by joining a partner or reseller program. Let’s say, for example, you join Microsoft Certified Partner Program. It’s really important, especially as a smaller firm, for you to be very proactive and find out who the local field rep is.

Talk to the field rep. Shake hands. Exchange business cards. Make sure they can put a face with your name. Make it a point of giving them a call. Shoot them emails every couple weeks or so to just give them updates.

Ask them questions and brainstorm. See if you can get together for a cup of coffee with them a couple times a year to get their take on where the biggest opportunities are in your local market.

IT Marketing: Learn about the Problems

Ask if there are any really big problems that they’re running into right now with people they talk to. Ask if they know any ways that you can help with those problems. Ask if there are any people that belong to those channel programs that may be particularly receptive to partnering, either for work quote issues or for non-competing skill sets.

Your local channel reps are a really good source for helping you identify opportunities and problems in the community which help you in your IT marketing.

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