Blog Header
The Insights Blog

Dedicated To Helping Readers
Be More Interesting
Since 2004.

As Featured In:

Marketing to CIOs & IT Managers

I’m in San Francisco working on a client project where we are targeting the business to business audience of IT Managers and CIOs.  It is an interesting audience category because of the relative importance of influencers and distribution of the IT purchasing decision across many levels of an enterprise.  As such, it’s also a particularly challenging audience to reach, with a high "bullshit meter" for marketing that overpromises or lacks credibility.  For this audience, as with many others, understanding their world view is vital.  In my search for audience related data, I came across a whitepaper goldmine from Bill Babcock of Babcock|Jenkins – a direct marketing agency.  In it, he paints an extremely insightful view of the CIO and IT manager.  Here are just a few soundbites:

Marketing to CIOs:

  • Their greatest weaknesses are that they don’t have a strong business background.
  • Senior staff, and tech gurus way down the org chartinfluence him strongly.
  • Biggest priority is enterprise integration (accounting for 35 to 55% of overall budget).
  • Anyone who can show immediate ROI will get consideration.
  • When something doesn’t work, it’s his fault.
  • CIO’s can’t be sold until they feel smart.

Marketing to IT Managers and IT Decision Makers:

  • Reaching technical influencers is easy, as long as your product is really great
  • They love or hate products, and are vocal about it
  • Don’t overpromise or disrespect, they are smarter than you or I
  • All IT people despise users
  • Appeal to ego, they usually have a big one
  • Discounts don’t work … it’s not their money anyway.

Get the full whitepaper here [PDF]

1 thought on “Marketing to CIOs & IT Managers”

Leave a Comment

Vector Smart Object

About Rohit

A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

He loves the Olympics, actively hates cauliflower and is a proud dad of boys.

Rohit Bhargava About (1)


Do you need a speaker that can help your audience be more innovative and anticipate the future?

For more than a decade, Rohit Bhargava has been inspiring audiences at NASA, Disney, Schwab, Microsoft, SXSW, Coca-Cola and hundreds of other clients with his signature non-obvious keynote presentations. He is a master at weaving recent stories into his talks in a way that helps audiences better understand the world today, while also preparing to lead the future.

Non Obvious Insights
Layer 97
Non Obvious Insights Newsletter
Layer 118

Skip the obvious and anticipate the future with our weekly newsletter. Join over 25,000 subscribers and start receiving the stories (and insights) you’ve been missing.


#1 WSJ & USAToday Bestselling Author

Rohit is the author of 8 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

Vector Smart Object


Have a Question or Inquiry?

Just fill out this form, and we’ll get back to you within 24 hours!

About You

What Are You Contacting Us About*:

Your Message