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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
hartland@ebridgemarketingsolutions.com lisa@ebridgemarketingsolutions.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
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
hartland@ebridgemarketingsolutions.com lisa@ebridgemarketingsolutions.com
Phone: (604) 731-5530 x.700 Phone: (604) 731-5530 x.709
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