Industries / Technology & telecoms

Technology is bought by people.

And usually quite a few of them.

Your product may be sophisticated. The people buying it have practical concerns.

Will it work? Will it integrate? Will it scale? Can we afford it? Who takes responsibility if it fails?

Dot helps enterprise technology and telecoms organisations build familiarity across the people who influence those answers.

Map your technology buyers

The challenge

The CIO rarely buys alone.

An enterprise software decision can involve IT architecture, security, finance, procurement, operations and executive leadership.

Each stakeholder evaluates a different kind of risk.

The CTO wants technical confidence.

The CFO wants a defensible investment.

Procurement wants a credible supplier.

And the business sponsor wants the project to succeed.

One generic advertisement has a difficult job satisfying all four.

We build audiences around those roles and help develop messaging appropriate to each.

Who matters?

The enterprise technology buying committee.

Technical leadership
CIOs, CTOs, chief architects, infrastructure directors and heads of IT.
Security and risk
CISOs, security architects, risk officers and compliance leaders.
Commercial leadership
CFOs, CEOs, business-unit directors and digital transformation leaders.
Procurement
IT procurement teams, commercial decision-makers and vendor-management stakeholders.
Channel partners
Distributors, systems integrators, resellers, cloud service providers and implementation partners.

Applications

Reach the people between the product and the purchase order.

Enterprise account penetration
Build familiarity inside named organisations before and during complex sales cycles.
African market expansion
Reach appropriate buying roles in selected African countries, using market-specific audience and media planning.
Product launches
Introduce new capabilities to the organisations and professionals most likely to need them.
Channel development
Support reseller recruitment, technical education and communication with existing distribution partners.
Retention and expansion
Introduce existing customers to additional products, services and technical capabilities.
Event and thought-leadership distribution
Build relevant awareness and attendance for technical briefings, webinars and professional events.

Relevant work

Enterprise technology experience across Africa.

Technology & Telecoms

Red Hat

76,039

people across two target audiences in four African countries

Objective
Retain and upsell enterprise clients in Ghana, Kenya, South Africa and Nigeria.
Audience
DevOps and IT leadership at enterprise and mid-market companies on a supplied list.
Activity
Two audiences built and shown market-specific messaging.
Result
The case reports twice the planned delivery and targeting value.
Timeframe
Not stated in the published case
Measured by
Media delivery against plan.
Read the case

Technology & Telecoms

Microsoft for Tarsus

6,158

technology resellers targeted

Objective
Educate resellers about Azure without the public seeing commercially sensitive information.
Audience
Three reseller audiences, based on reseller tier.
Activity
Tier-specific product education, pricing information and promotion of 36 podcasts or vodcasts.
Result
Each audience saw only its own messaging; 6,158 resellers targeted.
Timeframe
Six months
Measured by
Audience build and delivery reporting.
Read the case

Technology & Telecoms

Ericsson

25,000

South African business directors targeted (approximately)

Objective
Create awareness of new mobile-broadband solutions among business decision-makers.
Audience
Just under 25,000 South African business directors.
Activity
An online campaign shown to the executive audience.
Result
Average frequency above nine views; the case reports 70% of those who saw the ad engaging with it.
Timeframe
Not stated in the published case
Measured by
Media frequency and engagement reporting.
Read the case

Technology & Telecoms

Atlassian / Obsidian Systems

4×

over-delivery against goal for the DevOps audience

Objective
Attract enterprise decision-makers to the Atlassian in Africa Summit 2018.
Audience
Two audiences: DevOps leaders and business decision-makers.
Activity
Audience-specific messaging on why the summit was relevant to each.
Result
DevOps audience over-delivered 4× against goal; business decision-makers 3.5×.
Timeframe
Summit campaign, 2018
Measured by
Delivery against campaign goals.
Read the case

Historical campaign results. They show capability and context, not forecasts.

Your next enterprise customer is already on someone's target-account list.

Let’s make sure your company has a place in the conversation.

Map your technology market