1.Revealing Today's Hidden IT Buyer Hartland Ross & Lisa Masiello | eBridge Marketing Solutions
2.About Hartland & Lisa Twitter: @ebridgeteam Hartland Ross Lisa M. Masiello President Chief Digital Strategist firstname.lastname@example.org email@example.com Phone: (604) 731-5530 x.700 Phone: (604) 731-5530 x.709
3.About eBridge Marketing Solutions • Digital marketing agency specializing in IT Service providers • Established in 2001 in Vancouver, Canada • Managed tens of millions of dollars of media • Worked with many hundreds of service providers • Web hosting and MSP M&A division at TheMSPBroker.com
5.How Did We Get Here? YESTERDAY – CIO & IT Department IT bought and maintained all technology including hardware, software and related tech resources IT owned the budget for all tech resources IT owned the relationship with VARs, MSPs, ISVs, etc.
6.How Did We Get Here? YESTERDAY – CIO & IT Department TODAY – Line of Business Executive IT bought and maintained all Departments buy and maintain some technology including hardware, of their own hardware, software and software and related tech resources related tech resources IT owned the budget for all tech Departmental budgets have an IT resources component IT owned the relationship with VARs, LOB Executives are an important MSPs, ISVs, etc. stakeholder for VARs, MSPs, ISVs, etc.
7.How Did We Get Here? YESTERDAY – IT PROFESSIONAL Traditional boxed software IT bought, provisioned and deployed Departments couldn’t track revenue Tech know-how was limited to IT staff IT controlled the entire tech budget IT investment was viewed like a capital expense
8.How Did We Get Here? YESTERDAY – IT PROFESSIONAL TODAY – NON-IT PROFESSIONAL Traditional boxed software Cloud / SaaS-based applications IT bought, provisioned and deployed Sign-up and self-provision Departments couldn’t track revenue Departments asked to track revenue Tech know-how was limited to IT staff Tech know-how in all departments. IT controlled the entire tech budget Departmental budgets include $ for IT IT investment was viewed like a capital IT investment viewed like an operating expense expense
10.Worldwide Corporate IT Spending Funded by Non-IT Business Growth of non-IT business departments’ spending on technology is expected to accelerate in the coming years. $850 Billions $800 $750 $700 $650 $600 $550 $500 2016 2017 2018 Source: IDC Worldwide Semiannual IT Spending Guide: Line of Business
11.The Traditional IT Buyer • CIO • CSO • Director of IT
12.The Hidden IT Buyer • CMO • VP of Sales • Head of HR • Director of Finance • CFO
13.Once Upon a Time…
14.Your Channel Challenge • The IT team has been the gatekeeper to the rest of the company. • The Hidden IT Buyer is a Line Of Business Executive who most likely doesn’t know you exist and how IT products and service are purchased and/or managed.
15.What is Influencing the Hidden IT Buyer? Every department is being asked to contribute to core business objectives and actively drive revenue. • Enhance efficiencies • Uncover new customer segments • Cross-sell to existing customers • Improve customer experience • Out of box solutions for every need • Cheaper/less time to buy than build
16.What Are They Buying?
17.LOB Executive & IT Relationship • Work closely with IT to determine best solution • Discuss shortlist of options with IT after due diligence is done • Departmental takeover to purchase/manage what they need
18.What You Need to Know • Speak their language with a business focus • What are their goals and challenges? • Quick deployment, revenue potential, efficiencies, ease-of-use • Is IT involved? • Deployment, customization, ongoing usage • Are there internal politics? • Vendor preferences, familiarity, conflicting interests
19.Benefits and Drawbacks of a Decentralized Process BENEFITS OF DECENTRALIZATION Reduces application implementation delays resulting in faster sales cycle Speeds company progress and Technology innovation Purchasing Deploy applications specifically suited to departmental needs LOB executives know exactly what they need
20.Benefits and Drawbacks of a Decentralized Process BENEFITS OF DECENTRALIZATION DRAWBACKS OF DECENTRALIZATION Reduces application implementation IT knows the company's network delays resulting in faster sales cycle infrastructure intimately Speeds company progress and May not meet security or compliance innovation requirements Deploy applications specifically suited No company-wide volume discounts to departmental needs from VARs, ISVs, MSPs LOB executives know exactly what they Lack of integration between need applications
21.What Hidden Buyers Often Forget to Ask The application has been purchased and deployed. What do they need to consider next? • How is it going to be managed long term? • Do they have departmental knowledge to manage it? • Is the IT department going to support it? • Will the services of an external IT consultant, VAR or MSP be needed? • What is the process for managing and keeping an inventory of all applications?
22.What You Can Offer to the Hidden Buyer Reality is setting in. They know they need help. What can you provide? • Consulting and training • Customization and integration with other applications • Security audits • Application management • Complementary services
23.Your Opportunity: Uncovering Hidden Buyers Companies with an in-house IT department • Ask questions to uncover company-wide business needs instead of just focusing on IT. • Offer to support IT personnel by providing services that the IT department doesn’t provide. • Supporting IT with additional services/capabilities enables them to look like a hero. Befriend them and make them look good!
24.Your Opportunity: Uncovering Hidden Buyers (cont) Companies with no IT department • Target your marketing messages to speak the LOB executive’s language. collateral, website, case studies, email campaigns • Exhibit/sponsor/speak at industry conferences related to LOB or tech events for SMBs. INBOUND, The Sales Development Conference, SHRM Conference & Expo • Become a certified partner of specific SaaS vendors for inclusion in their directories. HubSpot, Salesforce, BambooHR
25.Key Takeaways • Business needs and areas for growth can come from varied areas of a company. • Cloud-hosted SaaS tools have enabled the Hidden IT Buyer to be involved in IT purchase decision making and deployment. • Purchasing criteria is shifting from brand awareness and price sensitivity towards the ability to achieve specific LOB business outcomes. • Channel sellers need be cognizant of the technical sophistication of decision makers they are talking to and how that informs messaging that sells.
26.Free Marketing Audit. See us after the presentation.
27. Questions? President Chief Digital Strategist firstname.lastname@example.org email@example.com Phone: (604) 731-5530 x.700 Phone: (604) 731-5530 x.709