IN PARTNERSHIP WITH MARKETING MEDIA TECHNOLOGY Targeting the right people Broadcast and media technology suppliers aren’t always targeting the right audience with their sales and marketing campaigns. They rightly recognise the importance of technology end users and broadcast engineers in the decision-making process, and of senior management in granting final approval to new contracts. But nearly half of suppliers regard procurement and IT teams as low priorities when planning their marketing communications strategy. Analysis of the data indicates this is a mistake—in an IT-driven media industry, it is not surprising that IT teams play a key role in project and vendor selection, as does the finance function. And procurement departments are also influential. Suppliers can consider targeting each decision-making role with tailored, relevant messaging about their capabilities. Decision-making roles in broadcast and media technology buying organisations Final approval Involved in decision-making Recommend / influence Source: Caretta online broadcast and media technology marketing survey, Sep-Oct 2021