Build Effective Messages for Engaging Different Technology Consumers

One of the largest problems many IT companies face is how to effectively engage with all their potential audiences. Of course, the most critical part is understanding who those groups are before attempting outreach. What are their buying habits and preferences? Which technology, program, or service benefits are most important???

The factors are virtually limitless. From specific industry and compliance requirements and entity type (i.e., public, private, non-profit) to budget and internal support capabilities, creating profiles of the ‘best fit’ prospects allows the organization to develop and refine its messages. This is merely a starting point for engaging diverse groups of technology buyers and influencers, including end customers, channel and alliance partners and media.??

Knowing the wants, needs and other important characteristics of your target market makes it easier to craft the messages that will catch their attention.???

Understanding the Value of Audience Identities?

Personas are semi-fictional representations of your ideal customers based on real data and industry research. These characterizations help business leaders understand the needs, behaviors and pain points of their primary audiences, which allows the marketing team to tailor messaging and campaigns to improve awareness and engagement with each specific group.??

In the technology sector, where products, services, programs, and the procurement and adoption process can be quite complex, developing accurate personas is essential for capturing and maintaining the interest of prospective buyers and partners. The more your messaging appeals to their specific needs and desires, the stronger the engagement opportunities.??

Persona development requires time, expertise and focus. Customer and prospect-related insight from sales, account management and product leaders allow tech companies to identify the characteristics of each group. Marketing usually handles most aspects of this process, from managing and verifying the proposed personas to reviewing and testing the appropriate messaging with each group. This is not a ‘one and done’ event. The process needs to be repeated periodically (or at least the personas must be updated) to address the changes that tend to occur in every industry.???????

Here are the most important steps tech companies can take to identify the customer, partner and influencer groups they need to reach with different messages.???

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Step 1: Collect and Analyze the Data ?

Begin by gathering data through surveys, customer interviews and specific market research. Focus on collecting information specific to the technology sector, such as workplace usage needs, compliance requirements, patterns, preferred platforms, and key challenges in tech adoption. Analyze existing customer data from your CRM, sales teams, and other feedback, including survey results. Identify patterns and commonalities among your current tech-savvy customers.??

• How do they categorize their business (assume nothing)???

• What job titles do they hold???

• What types of challenges do they face in their specific roles???

• How do your products or services fit into their work lives???

Engaging with your sales and customer service teams can provide invaluable insights into the questions, concerns and objections of normal?tech buyers.?

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Step 2: Segment the Audiences?

Once that data is collected, divide audiences into groups based on common characteristics. This could include demographics, job roles, company size, industry and specific needs or challenges. For example, you might create segments for IT managers, CTOs and procurement officers. Each of these personas could have different priorities and pain points that influence their buying decisions.?

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Step 3: Create Detailed Personas?

Provide key details of each audience segment to help craft messages later in the process. That information may include:?

• Demographics: When necessary and appropriate, collect information such age range, gender, location, education and income level.?

• Roles and responsibilities: What are their titles and primary work obligations??

• Main objectives: What are their professional and business goals? What do they hope to achieve with your product or service??

• Pain Points: What obstacles do they face in their business role? How can your product or service help overcome these challenges??

• Technology preferences: What tools and platforms do they currently use? Are they early adopters of new technologies or more conservative in their practices and investments??

• Buying behavior: How do they prefer to make purchasing decisions? Do they rely on peer recommendations, online reviews or third-party consultations??

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Step 4: Include Channel, Alliance Partners and Media?

When developing personas, it is important to include influencers and others who might?contribute to your promotions or revenue streams. Channel partners are crucial in the technology sector as most influence if not drive the buying decisions of end customers. Media personas, on the other hand, can help amplify your message to reach a broader audience.?

Note the following information in your assessments:?

• Type of partner: Are they resellers, distributors or system integrators??

• Business model: Do they focus on specific verticals, technologies or consultancy practices??

• Objectives: What are their business goals? How can partnering with your tech company help them achieve their business and personal objectives??

• Challenges: What obstacles do they face in selling your product or service??

• Support needs: What?can your company provide to help them?be successful???

On the media side, document the following details:?

• Focus: Do they provide print media, analysis, blogs or other types of influence??

• Audience: Who consumes their content? ?

• Objectives: What are their professional goals? How can your product, service or industry insight help them create more compelling content??

• Challenges: What obstacles do they face in their roles and how can your team help them overcome those and other potential hurdles? ?

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Step 5: Craft Tailored Messages?

Once you have developed your personas, use those descriptions to construct messages?that resonate with each group. Highlight the unique benefits of your product or service that address their specific needs and pain points using?familiar language and terminology. Providing relevant examples and case studies helps drive your message home. ?

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Step 6: Test and Refine?

Personas are not static; they should evolve as your team gathers more data and insight into the people who use, buy or influence sales of your products and services. Regularly review and update each description to ensure any related messages remain accurate and relevant. Then, test their?responses and gather feedback to refine your approach.?

? Evolving Objectives?

Developing detailed personas is critical in engaging different groups of technology buyers. The key is remembering that the information and process for gathering and refining those target audiences may change rapidly, especially in the IT?community. New technologies and shifting workplaces and business models can significantly alter personas. ?

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AI is the perfect example. These technologies and algorithms could ultimately affect millions of organizations' staffing levels and job responsibilities. They may also?bring in people with different skills and change business objectives, and as they do so, personas will shift, and messaging and other marketing activities must change accordingly. ??

Understanding those?dynamics is critical to your?future marketing efforts.?The ability to adapt to those changes will be critical for creating the messages and content strategies that resonate?most with your target?audiences.