Marketing to technology leaders, experts and operators (LEOs) is challenging — traditional marketing tactics bounce off them like bullets off Superman. However, LEOs control $1.5 trillion in IT infrastructure spend, meaning engaging them is critical to growing revenue and gaining market share. Cracking the code for connecting and influencing LEOs starts with understanding why traditional B2B marketing practices don’t work.
In this article, we’ll examine why legacy B2B marketing practices don’t work and how to build campaigns that reach them.
What are LEOs? (A quick review of the basics)
In our previous article, we defined who LEOs are and what makes them unique. LEOs aren’t your average techies slaving away in the trenches of IT work. They’re the economic, implementation and technical buyers at large enterprises (1,000+ employees) who drive IT strategy and hold the keys to most of IT spend.