For years, B2B technology marketing has revolved around a single, powerful audience: the IT decision-maker. Campaigns, messaging, and budgets have been crafted around reaching CIOs, CTOs, and IT managers who were seen as the ultimate gatekeepers of technology adoption. While this made sense in a world where IT departments held the purse strings, today’s technology purchasing process has changed dramatically.
Modern buying committees are larger, more diverse, and often
led by non-technical stakeholders who play a critical role in shaping
technology choices. As a result, tech marketers who focus only on IT risk
missing the majority of their potential influence — and their potential
revenue.
To stay competitive, marketers must think beyond the IT
persona and build strategies that engage the broader ecosystem of
decision-makers and influencers across the organization.
The Expanding Tech Buying Committee
The modern technology purchasing process is no longer linear
or siloed within IT. According to research from Gartner and Forrester, the
average B2B technology buying group now includes six to ten stakeholders, often
representing departments such as finance, operations, marketing, human
resources, and procurement.
Each of these individuals brings unique priorities and pain
points. For example:
Finance leaders care about cost efficiency, ROI, and risk
reduction.
Operations executives focus on scalability and integration
with existing workflows.
Marketing and sales teams are driven by speed, customer
experience, and analytics.
HR leaders prioritize usability, adoption, and employee
engagement.
While IT still plays a central role — particularly in
assessing technical feasibility, security, and compliance — final purchasing
decisions are increasingly made through cross-functional consensus.
This means that the old playbook of targeting only the IT
department no longer reflects how buying decisions actually happen.
Why Non-IT Stakeholders Matter More Than Ever
Technology is now deeply embedded in every corner of the
business. The rise of digital transformation, automation, and AI has turned
every department into a technology consumer. Marketing teams buy analytics
tools; HR invests in people analytics and learning management systems; finance
deploys SaaS for forecasting and compliance.
In many cases, non-technical leaders are the first to
identify a need for new technology. They often research solutions
independently, explore vendor websites, and even shortlist options before IT is
brought into the conversation.
This creates a powerful opportunity — and a challenge — for
tech marketers. If your brand messaging, content, and campaigns speak only in
technical terms, you risk alienating these influential business users who care
more about outcomes than architectures.
To win their attention and trust, marketers must connect
technology capabilities to business impact.
Reframing the Message: From Features to Business Outcomes
Traditional tech marketing often leads with features —
uptime, APIs, security protocols, and integration specs. While these are
critical talking points for IT audiences, they don’t necessarily resonate with
non-technical buyers.
Instead, business leaders want to know:
How will this solution help my team work faster or smarter?
What measurable results can I expect — in productivity,
revenue, or customer satisfaction?
How quickly can my team adopt it without disrupting
workflows?
Effective tech marketing today requires translating
technical benefits into business language. For example:
Instead of saying “Our cloud infrastructure ensures 99.99%
uptime,”say “Your teams stay productive with virtually no service
interruptions.”
Instead of “We use advanced encryption,”say “Your customer
data stays secure, protecting your brand and compliance posture.”
By reframing the narrative around outcomes and impact, marketers can appeal to both technical evaluators and business decision-makers simultaneously.
Building Personas Beyond IT
A critical step in evolving your marketing strategy is
expanding your buyer personas. Rather than creating a single “IT
decision-maker” profile, consider building a matrix of buyer and influencer
personas, each with unique goals and challenges.
For example:
The CIO/CTO: Focused on architecture, security, and total
cost of ownership.
The CFO: Seeks clear ROI, cost predictability, and financial
transparency.
The COO: Prioritizes efficiency, scalability, and
operational continuity.
The CMO or VP of Sales: Values speed, customer experience,
and data-driven insights.
The HR Director: Focuses on user adoption, training, and
employee engagement.
Tailoring your content, case studies, and campaign messaging
to each persona helps ensure your solution resonates across the buying
committee.
Multi-Channel Engagement for a Multi-Persona Audience
Reaching a broader audience means diversifying your
marketing channels and formats. While white papers and technical webinars may
still appeal to IT professionals, business leaders often prefer storytelling,
use cases, and thought leadership content that highlights measurable impact.
Consider a layered content approach:
Thought leadership articles for executives seeking strategic
insight.
ROI calculators or cost-benefit tools for finance
stakeholders.
Case studies showing cross-departmental success stories.
Short videos or infographics for busy business users.
Technical deep dives and demos for IT teams.
The goal is to meet each stakeholder where they are in the
buying journey — and provide information in a format and tone that aligns with
their perspective.
Collaboration Between Sales and Marketing Is Key
A broader audience also means more complex conversations. To
manage this, marketing and sales teams must align closely on messaging, lead
qualification, and account engagement.
Marketing can use data-driven insights to identify which
personas are engaging with specific types of content, while sales teams can
personalize their outreach accordingly. Account-based marketing (ABM)
strategies work particularly well here, allowing marketers to tailor campaigns
to entire buying committees rather than individual leads.
This collaborative approach ensures that no key stakeholder
is left out of the conversation — and that the message remains consistent
across every touchpoint.
The Future of Tech Marketing: Human-Centric and Business-Aligned
Technology decisions may involve complex architectures and
integrations, but at their core, they are still human decisions. The people
evaluating your solution care about simplicity, outcomes, and trust.
Tech marketers who succeed over the next decade will be
those who can balance technical credibility with business relevance — crafting
stories that bridge both sides of the buying table.
By thinking beyond the IT decision-maker, marketers not only expand their influence but also create richer, more compelling narratives that resonate across the entire organization.
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