Have you ever been asked the question: What type of learner are you? You might have heard this question at some point while in school or you may have discovered that you prefer to receive information in one way over another way. The term VARK – Visual, Aural, Read/Write, and Kinesthetic sensory – has been a popular acronym for how people absorb information. And you know what? It’s a useful consideration for marketers when creating materials for complex selling environments like enterprise technology.
Content consuming adults who are typically part of a group or committee—usually comprising six to 10 people—make buying decisions for companies large and small. The individuals in the group will be there to represent a variety of roles, teams, and locations to ensure the final decision considers the unique needs and requirements of various departments including Information Technology, Finance, Business Development, Accounting, Operations, Administrative, Marketing, and Engineering teams around the world.
When it comes to technology buying solutions, four departments hold the most influence: IT, Finance, Engineering, and Business Development. That doesn’t mean other departments don’t have influence, but tech marketers would be remiss in neglecting to create content that appeals to these four groups.