Situation: A company’s target customers are Fortune 1000 companies, some of whom are simultaneously clients and competitors. The key target is the VP/CIO. A prime concern of that individual is assuring that their IT systems never go down. What could the company do better to approach these target customers and reach the right decision-maker? How do you target CIOs of large companies?

Advice from the CEOs:

• The approach must be tailored to reach corporate level decision-makers:
  • Conduct a direct marketing campaign strategically as opposed to using a high-volume mailing with a low cost-per-piece.
  • Mail relatively expensive dimensional mailers to a small number of highly qualified prospects. Look for high impact to the best targets.
• Research and identify the key targets within prospect companies.
  • The best success will come from prospects who have tried other options from the large competitors but are unsatisfied with the results.
• Consider and research prospects within the large consulting firms. They may have tried IBM or similar options, but weren’t happy with what was provided, either because of cost, time or quality.
• Also look at next-tier players. Success with these customers can become valuable references to the larger firms.
• Position the offering as the “safe choice.”
• Closely monitor customers and their experience with the offering – both pre-installation, during installation and post-installation. The key variables will be quality and ease of installation and adoption of the company’s offering.

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