Ruder Finn has been working in partnership with Brand Republic to conduct research among marketers into whether their involvement in technology buying decisions has and will increase, and what their views are on the existing marketing messages that they see emanating from technology providers. The resulting presentation, “Technology for Marketers: Are you Engaging Effectively?”, makes interesting reading for technology companies and marketers alike, particularly those looking to target decision makers in the marketing department.

1. ©Ruder Finn 2012
EXPERT REPORT
Technology For Marketers:
Are you engaging effectively?

2. ©Ruder Finn 2012
Technology in Marketing
• Last year Gartner predicted that by 2017 CMOs would
have bigger technology budgets than CIOs. Whether this
will be the case or not, the line between marketing and
IT is increasingly blurred
• As we increasingly move onto digital channels, so do
businesses, and technology that helps them engage with
customers more effectively is becoming a priority
• There is clearly a need for technology providers to be
able to reach new audiences within marketing
departments
• The Ruder Finn and Brand Republic survey explored
how well technology companies are marketing to this
audience

3. CMOs used to be able to focus
primarily on being creative, but in
today’s marketing environment they
now need to be proficient in finance as
well as being technologically savvy.
“
” Bob Mulhern, Managing Director,
Open Door Solutions

4. ©Ruder Finn 2012
Ruder Finn & Brand Republic
Report
• The research surveyed 229 marketers between
January and March 2014
• The respondents were asked about their views
on involvement in technology buying decisions
and the marketing messages of technology
companies
• The survey was carried out online through the
Brand Republic Insight website

5. ©Ruder Finn 2012
Technology Decisions and the
Marketing Department

6. Previously, the tech requirements of the
CMO were minimal, and they were
reliant upon their IT teams to source
tools. Now, as the technology evolves,
their requirements are becoming more
complex.
“
” Rav Atwal, Head of Marketing,
IMGROUP

7. ©Ruder Finn 2012
Marketing decision makers
3%
18%
31%
28%
21%
0% 10% 20% 30% 40%
Never
From time to time
Somewhat involved
Involved
Very involved
45%
46%
1%
8%
To a great extent
To some extent
To a limited extent
Not at all
To what extent is marketing involved
in tech buying decisions?
Is marketing more involved than 12
months ago?

8. ©Ruder Finn 2012
Technology and channels
6%
55%
34% 30%
7%
59%
22%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Other
Database
ITsystems
BusinessIntelliengence
Finance
CRM
Hardware
Communication/
collaboration
3%
89%
32%
7%
23%
23% 3%
Phone
Email
Social media
Mobile
Direct mail
Online advertising
Other
What types of tech does your
marketing department purchase?
Over which channels do you want to
receive communications?

9. ©Ruder Finn 2012
Marketing Effectiveness in
Technology

10. These days it is not uncommon for
marketing teams to leapfrog internal IT
and go direct to the supplier so they
have to understand the business goals,
create the strategy and deliver the
solution.
“
” Mike Altendorf, entrepreneur,
investor, mentor, author & executive

11. ©Ruder Finn 2012
Current technology marketing
52%
30%
46%
16%
6% 6%
0%
10%
20%
30%
40%
50%
60%
Messagingtotoofocused
onatechaudience
Theydon'tseemto
understandamarketer's
challenges
Languageistootechnical
Goodandwell-tailoredtoa
marketingaudience
Usuallywell-personalised
Other
Which of these statements reflect your
experience of dealing with tech companies

12. ©Ruder Finn 2012
Tips for improvement
Avoid confusion
• Provide clearer, simpler
definitions with no jargon
• Use demonstrations,
imagery and/or video
content more
Understand the marketer
• Focus on the experience
and business benefit,
rather than on the
technology itself
• Give real case studies with
details of return on
investment

13. Technology companies must realise
that no matter how technical their
product, they are still selling to people
who make decisions on relationships –
marketing in this arena is now much
more than awareness and sales
“
” Trenton Moss, CEO, Founder &
Commercial Director, Webcredible

14. ©Ruder Finn 2012
About Ruder Finn
Ruder Finn is a leading independent communications
agency with more than 65 years’ experience. With
offices in New York, San Francisco, Washington DC,
Boston, London, Paris, Basel, Beijing, Hong Kong,
Shanghai, Singapore and Guangzhou, the agency
employs over 400 of the leading public relations
professionals in the world.
The London office serves as the European
Headquarters, employing 40 consultants across 4
divisions: Corporate & Technology, Healthcare, Public
Affairs and Digital.
Contact
Jon White, Associate Director - Technology, Ruder Finn
E: jwhite@ruderfinn.co.uk
T: 020 7438 3050