CIOs don't feel understood

With technology now key to business strategy, the Chief Information Officer’s (CIO) role has expanded well beyond IT operations. CIOs today lead digital transformation and tech roadmaps. They align initiatives with business goals. CIOs have a complex, important role. Yet, many tech vendors struggle to meet their unique needs. Our study, “Disconnected: Why CIOs are Ignoring B2B Marketing,” reveals a significant disconnect.

CIOs need partnerships, not pitches.

Our research found that 50% of CIOs feel marketing content fails to understand their business needs. Vendors focus on features and functions. CIOs want partners who understand their broader goals. They’re hoping for marketing that fits with their long-term vision and shows how a solution will support business goals.

CIOs manage a complex ecosystem, balancing immediate needs with future growth and transformation. When considering solutions, they’re asking: How will this scale with our evolving needs? How does it align with our business objectives? What impact will it have on stakeholders?

Unfortunately, only 34% of CIOs feel that current marketing content addresses these needs. Marketing that is either overly technical or too general fails to resonate. CIOs, as ‘system thinkers’, want to see how all parts interact to serve the business. They don't want isolated details on individual features.

CIOs want vendors to understand their world.

In our research, 58% of CIOs said they want vendors to understand their business and stakeholder challenges better. Tech marketers must have a thorough understanding of the pressures CIOs face. These include scaling infrastructure and meeting compliance and productivity goals. Marketers must go beyond generic personas. They need to understand the CIO's complex role and the interconnected business and tech landscape they navigate.

To regain CIOs' trust, marketing must shift from over-optimistic sales pitches to content that resonates with the CIO’s world. Effective content should address industry-specific challenges, explore how technology integrates with evolving ecosystems, and focus on stakeholder alignment. CIOs want vendors to be partners on a journey–one focused on solving real business challenges, not just selling products.

To market to a CIO, you need to think like a CIO.

Understanding CIOs’ needs is one thing; understanding them as people is another. Genuine understanding fosters empathy. But understanding people is hard, and the CIO is a rather complicated character. Our research allowed us to create five CIO "mental models." They help B2B marketers grasp how CIOs think, act, and make decisions. Beyond a deep-dive into the mind of the CIO, these mental models come with specific guidance and action areas to help close the gap.

Tech vendors need to adapt.

Our research shows a gap between CIOs and the marketing aimed at helping them buy. CIOs are not engaging with marketing and sales like they once did. They’re disengaging, not because they don’t need help, but because they’re not finding the help they need.

When we align messaging with the CIO's complex reality, marketing is valued. It's seen as a valuable resource, not just another tech pitch. It's time to see CIOs as strategic leaders, not just tech buyers. They need insightful marketing that speaks to them on a human level.