5 effective B2B strategies for non-tech decision makers

Tech solution buying power has shifted from CIOs and IT crowd, to wider roles across the organisation like CMOs and CCOs. Explore 5 B2B strategies to target these non-tech decision makers.

William Sale
5 MIN|September 14, 2023
Peter Sondergaard's quote "Every company is a technology company" in futuristic design.

As Peter Sondergaard said, "Every company is a technology company". And it’s easy to see why.

In today's business landscape, technology has become a fundamental aspect of nearly every operation. As a result, the buying power for tech solutions has shifted from solely belonging to the CIO and IT crowd, to being spread across various roles within an organisation.

This tech buying shift in B2B has created an opportunity for marketers to target a wider range of decision makers, including Chief Marketing Officers (CMOs), Chief Communications Officers (CCOs), and Human Resources (HR) professionals. In fact, CMOs might hold more keys than CIOs when it comes to spending decisions.

To succeed in the power shift, you need to implement various B2B strategies for non-tech decision makers that will make them come running to you – not running away with a migraine!

Every company is a technology company.

Peter Sondergaard, Founder of The Sondergaard Group and Former SVP of Gartner Research

Embrace a multi-channel approach

When it comes to reaching separate roles within an organisation, you need to recognise that everyone has their own unique preferences.

The digital age has heralded a plethora of communication channels, each with its distinct strengths and appeal. Some decision-makers may be active denizens of social media platforms, regularly scrolling through their feeds and engaging with content. For them, a well-targeted social media ad could be the golden ticket to capturing their attention.

To navigate this multi-channel maze and tech buying shift in B2B successfully, the key lies in personalisation and adaptability. Tailor your marketing efforts to suit the preferences of each non-tech C-suite subgroup within your target audience, ensuring that your message reaches them through their preferred channels. By doing so, you not only maximise your visibility but also increase the likelihood of engagement. Remember, the multi-channel approach is about providing your audience with the content they desire, where and when they desire it.

Simplify your language

Technobabble. It’s the dialogue and jargon that Star Trek is filled with (trust me, I’ve seen way too many episodes). If you don’t know your cache from your latency, then be prepared for a long and impenetrable essay.

When communicating with non-tech folk in the B2B decision making process, it's a good idea to avoid this technical jargon. Instead, clearly communicate the tangible benefits and value that your tech solution brings to the table.

Microsoft 365 value proposition messaging as part of B2B strategy to target non-tech decision makers.

Make content more accessible

Consider the varying levels of technical expertise among your non-techys in the B2B decision making process. It ranges from those who write a few lines of code to stakeholders looking for the best marketing technologies, and others who are merely looking for a simple solution to a business challenge. To effectively engage this C-suite, you need to create content that is easily digestible and offers value, regardless of the reader's technical background.

One of the most effective ways to achieve this is through visual storytelling. Infographics, videos, and case studies are powerful tools that can present information in a visually appealing and engaging manner. They break down complex concepts into easily digestible nuggets, making it effortless for your audience to absorb and retain the information.

Infographics, for instance, distil intricate data and concepts into visually appealing graphics and charts. They provide a snapshot of key information, allowing readers to grasp the essence of your message immediately. Videos, on the other hand, offer a dynamic medium for explaining complex topics through animations, demonstrations, and real-world examples. Meanwhile, case studies offer real-life narratives of how your tech solution has solved similar problems for other organisations, providing tangible evidence of its efficacy.


Explore Fifty Five and Five case studies to see what visual storytelling looks like. Click here.

Address broader business pain points

Non-technical decision-makers, often found in roles like CMOs, CCOs, and HR professionals, are more concerned with how a tech solution addresses overarching business challenges rather than its technical intricacies.

To effectively engage these decision-makers, you must highlight how your product or service can significantly improve various aspects of their organisation's operations. This entails addressing broader business pain points, which can encompass a wide array of concerns like:

  • Productivity enhancement: Demonstrating how your tech solution can boost efficiency and productivity. This might involve showcasing streamlined workflows, automated processes, and time-saving features.
  • Process streamlining: Illustrating how your technology can simplify complex processes, reduce bottlenecks, and improve overall operational efficiency.
  • Customer experience enhancement: Highlighting how your solution can lead to better customer interactions, improved satisfaction, and increased loyalty.
  • Revenue growth: Providing evidence of how your tech solution can directly impact the organisation's bottom line, potentially by increasing sales, reducing costs, or opening new revenue streams.

Your marketing efforts should revolve around storytelling that emphasises the transformative power of your tech solution in the broader context of a company's success. By framing your message in terms of tangible, business-centric outcomes, you create a narrative that resonates with the non-techy brigade in the B2B decision making process and underscores the value of your offering.

Utilise segmented campaigns

Different roles, responsibilities, and pain points within an organisation demand tailored approaches. That's where segmented campaigns come into play.

Divide your target audience into distinct groups based on several factors, including their roles, responsibilities, pain points, and preferences. This nuanced approach allows you to fine-tune your marketing campaigns to address the specific needs and challenges of each segment effectively.

The beauty of segmentation lies in its precision. Instead of broadcasting a message that may or may not resonate with your entire audience, you can deliver highly targeted messaging that speaks directly to the concerns and interests of different decision-makers.

For example, if you're marketing a solution that can revolutionise HR processes, your messaging might focus on how it simplifies recruitment, onboarding, and employee engagement for HR professionals. On the other hand, if the audience for your tool is CMOs, you might emphasise how the same solution can enhance data-driven marketing efforts and customer segmentation.

When decision-makers perceive that your solution aligns perfectly with their specific needs, they are more likely to take action, whether it's scheduling a demo, requesting more information, or making a purchase.

Start targeting the right people with our help

The modern landscape of marketing B2B strategies for non-tech decision makers is a multifaceted challenge. By targeting the wider C-suite, you can unlock new opportunities for growth and success.

At Fifty Five and Five, we understand the B2B decision making process and the importance of targeting non-technical decision makers. Our team is equipped to help you develop targeted campaigns and create engaging content that effectively hits a wider range of C-suite roles. We love tech and have the know-how to simplify the benefits, so you can supercharge engagement and get the right people talking about (and purchasing) your product and service.

Get in touch with us today to target the new IT crowd.

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