Marketing to the IT buyer is the topic of a Webinar we’ll participate in on June 18 (you can register here) with BtoB Online. We’ve defined this elusive target as the people in an organization who “determine IT needs, identify features, specify products and recomment or authorize technology purchases at work.” They range from the frontline IT staff to the CIO and even the CEO. ITtoolbox joins us on the Webinar to provide insight into what the IT buyer is doing online.

This is a challenging market. BtoB notes “getting the attention of IT purchasers and influencers is harder now than ever.” Competition for their attention is fierce. There are a lot of messages out there. In this climate, they’re especially wary of committing to something new.

Daunting as it may be, it’s a great proving ground for targeted, intelligence-driven marketing. During the Webinar we’ll talk about some specific tactics to reach this audience, such as using video to cut through the messaging clutter and lead nurturing to provide a more customer-centric experience.

As always, we’re curious about YOUR specific challenges in reaching the IT buyer. Let us know. If you comment prior to June 18 we’ll try to cover your question during the live event. And if you’re reading this on or after June 18, we’d still like you to share your challenges and solutions.