Today’s IT buying decisions are inclusive, with diverse functions collaborating. For example, a network refresh might involve SecOps due to cyber risk insurance concerns, highlighting the interconnectedness of IT landscapes. B2B marketing has failed to keep up with this shift, with a continued focus on specific siloed roles rather than messaging and tactics that work across the organization.
The first step in breaking free of this ineffective approach is to redefine your target audiences. Rather than focusing on siloed roles, marketers need to look across departments at the Leaders, Experts and Operators (LEOs), who control $1.5 trillion in annual infrastructure spend.
Who are LEOs (leaders, experts and operators)?
LEOs needs and challenges are defined less by their specific function (e.g., network, security) and more by their responsibilities and influence within the broader organization.