TUNING YOUR ASSET MIX TO COVER KEY STAKEHOLDERS

When clients commission analyst material to support marketing activity, they often ask us for generic assets with a broad appeal. This is great to enable reuse but is not ideal if you want maximum impact. Whether it’s written, graphical or video content, it will generally perform significantly better if it’s tailored for specific stakeholders. Focus on their priorities using language that really resonates, and they are much more likely to engage and respond.

And targeted assets have become more important than ever. Most significant technology decisions nowadays involve both IT and the business. As the graphic below shows, this is true no matter how activity starts and who is driving. We then also need to consider how interests vary within each camp - e.g. CIO vs Architect vs Developer, or Finance vs Marketing vs Operations. So with this in mind, how well does your current asset mix cater for the range of stakeholders involved in buying your products or services?

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