It’s a sure bet that when CIO and IT decision makers gather in groups, tech sales people circle nearby, angling to slip into the crowd. The common wisdom is that every member of these groups is a sales target. Each member is ripe with purchasing potential. That’s certainly a practical way for tech providers to look at IT peer groups. Yet when you view these groups primarily as a source of sales leads you’re leaving their greatest potential untouched.
High-end IT purchase decisions involve many types of influencers, and some of the most credible and trusted are professional peers within the senior IT and CIO community. Â We see the signs of this all around us, and we know the truth from our own lives. Â Research studies help quantify what our guts are telling us. Case in point, a late 2008 Forrester Research study*:
The members of these groups are gathering to share experiences, learn from each other and talk shop. In other words, they are influencing each other.
So, think twice next time you are compelled to drop an IT peer group into your lead funnel. You may be dropping highly valuable influencer networks into your cold calling program. That’s no way to treat an influencer.
* © 2008, Forrester Research. From “Using Buyer Social Behaviour to Boost B2B Social Media Success” by Laura Ramos, Oliver Young, Patrick Tripp.
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Social media has made “rock stars” of many ordinary people. They gather audiences and attract vast social networks of friends and followers. Essentially, they achieve celebrity status. If you’re thinking of hitching your influencer program to one of these stars, take care to grab on early in their ascent. Fame can kill influence.
Most influencers fall into two categories: peers and experts. We trust our peers. We look at them, we see ourselves. We relate well to “someone like me”. We also trust bona fide experts. They know more than we do about a particular topic.
Most celebrities aren’t either.
Celebrities are not credible as “someone like me.” No matter how hard they may try, the gulf of fame separates them from the rest of us. Too much fame also makes them suspect as bona fide experts.
Do your research. Figure out if your target influencers are nearing the point of diminishing returns.
Catch the rising stars. Throw back the red herrings.
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