Cross-Border Marketing Approach More Effective for Tech Marketers

Share this content:

Report reveals cross-border marketing is best for technology marketers


If technology marketers want to remain ahead of the curve, they need to consider the advantages of cross-border marketing.

Approximately 69 percent of tech-involved LOB view IT as a source for solutions, and 57 percent of tech-involved LOB view IT as a strategic partner, according to a report entitled “Influencing the Influencers: Understanding the Tech-Involved Line of Business Decision-Makers” by IDG.

“The integration of technology solutions across the enterprise has increased the number of stakeholders involved in the buyer's journey,” said Josh London, CMO of IDG. “Bridging the gap between IT and tech-involved LOB decision-makers through smart, strategic marketing and determining a tailored content marketing approach across regions, enables marketers to improve the effectiveness of their campaigns by including both audiences.”

Tech marketers, as a result, should target both LOB and IT for incremental effect, with data that enables them to develop messaging for the unique needs of both audiences in order to increase sales.

This cross-border marketing approach, which requires creating and delivering compelling content aligned to tech-involved LOBs' emotional drivers, can be a huge opportunity for technology marketers, keeping in mind, as the report highlights, some important differences across borders:

  • Tech-Involved LOB in the U.S. are more evidence-driven and leverage research much more than those in EMEA or APAC.

  • Tech-Involved LOB in APAC have the most direct influence over how the budget is spent, and they are most likely to characterize their IT organization as being on the “bleeding edge,” so content should be forward-looking.

  • Technology marketers in EMEA need to influence LOBs much earlier in the process, since 68% are involved in determining the business needs for their organization.

With the meteoric acceleration of all things digital, LOBs, per the report, were forced to evolve from simple creativity to full engagement with data, science and technology.

In fact, among tech-involved LOBs visiting IDG's hundreds of B2B websites, 68 percent have personal responsibility for vetting solutions and vendors for two or more technology areas.

Additionally, an estimated 40 percent of tech-involved LOB leaders are engaged in helping determine technology requirements for their organizations

Tech-Involved LOB influence extends throughout the IT purchase process, from determining the business need (65 percent) to recommending or selecting vendors (57 percent).  


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above