When selling a technology product, marketing and sales efforts often must address these groups:
* The executive and technical decision makers (not always
the same person)
* The people who will be responsible for implementing and supporting the product
* The ultimate users whose work or environment will be impacted by product
There are many ways to reach and inform these different groups -- through written materials, sales presentations, articles an industry publications and other PR efforts, etc.
When writing to reach influencers, it is important to clearly identify the target audience for each document, where it fits in the sales/communications cycle with prospects, and the action or change in perception that should result.
Too often, marketers forget that even executive-level decision makers must internally "sell" a decision to purchase a new product to the people who will ultimately be responsible for using and supporting it every day.
Which materials or techniques have you found to be effective in reaching influencers?