Marketing to CIOs—A Tech Marketer’s Playbook

CIOs are the tech masterminds behind some of the most critical decisions in the business world. And, with 68% of them now sharing responsibility for lead generation, there’s an ocean of opportunity for marketers to step in and win big. The stakes are high. And great news, we’ve got you covered!

In this guide, we’ll give you our curated tips on how to market to CIOs—what their pain points are, what drives their decisions, and how you can market to them in a way that cuts through the noise of everyday C-suite life. Whether you're looking to build relationships, build strategies, or just better understand what makes CIOs tick, we’ve compiled nearly two decades of experience to give you the insights you’ve been looking for.
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Haley
Riemenschneider
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Rachel Bascom
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Rachel Tonkovich
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Mike Witham
Head of SEO
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Kate Stagg
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Marketing to CIOs

So… tell me about yourself

Who are CIOs? What drives their decisions? Makes them tick? Keeps them up at night? The magic behind their psyche is a never-ending struggle to balance the two worlds of business and technology. They’re motivated by the need to innovate, stay ahead of industry trends, and more importantly, solve problems that impact the entire company. CIOs are tasked with making tech an active employee of their businesses. This means their tasks can include anything from managing a complex IT overhaul to finding ways to integrate AI for better customer experiences.

Key Responsibilities of a CIO

CIOs have their hands in all things tech, but their responsibilities go way beyond managing IT. A CIO’s main responsibilities are:

Overseeing the company’s technology infrastructure and keeping everything running smoothly.

Aligning tech initiatives with the broader business strategy.

Leading digital transformation efforts to make the company more competitive.

Keeping up with data security and compliance with industry regulations.

Working with other C-suite members to push their company’s innovation and growth.

How the CIO Role is Evolving

As any good marketer knows, getting complacent in any role is a one-way street to lost revenue. CIOs know this too. In recent years, the CIO role has rapidly evolved from mainly performing operational functions to becoming a key player in the business strategy room. CIOs today are tasked with driving revenue, enabling innovation, and even improving customer experience. What’s more, 80% of CIOs are now heavily involved in AI and machine learning initiatives. They’re also leading digital transformation efforts, modernizing infrastructure, and maintaining seamless data integration across all departments.

Do CIOs Control the Technology Budget?

Yes, CIOs are typically the key decision-makers when it comes to technology budgets, but it’s not always a solo operation. In most businesses, CIOs collaborate closely with other department heads (like operations, marketing, and finance) to make sure their tech investments align with the brand’s overall business goals. While CIOs often have final approval on IT-related spending, their role also involves working with the C-suite to justify the costs and strategic value of these investments. So, when marketing tech solutions, the CIO is usually the right person to target. But, keep in mind that other leaders may influence specific projects or priorities​.

Sometimes it can be hard to pull all this info together into one target. If you’re looking for inspiration, here’s an example of a real-life CIO persona 97th Floor created for a recent client.
cio persona graphic

Who’s Who in the Tech Leadership Suite?

Not every company uses the title "CIO" for their tech leader. Depending on the organization and industry, you might encounter a variety of different titles. But no matter what they’re called, these roles share many of the same responsibilities. Here’s a quick rundown of the titles you’ll most often come across while trying to engage with tech leaders:
CTO (Chief Technology Officer): CTOs focus more on the technical direction of a company, often taking the lead on developing new tech products and services. While CIOs are more involved in aligning tech with business strategy, CTOs get their hands dirty in the actual technology.

CISO (Chief Information Security Officer): With data breaches and cybersecurity threats on the rise, CISOs are laser-focused on protecting a company’s digital assets. They manage everything from data encryption to data protection to compliance with industry regulations.

CDO (Chief Digital Officer): CDOs oversee digital transformation initiatives, keeping the company current on modern technologies and competitive in an increasingly digital world. Their job is to integrate new digital platforms and processes across departments.

CIO (Chief Innovation Officer): Another CIO? Well, some companies differentiate their innovation efforts from IT by creating a separate role for a Chief Innovation Officer. These leaders are tasked with keeping the company on the cutting edge by embracing new technologies and fostering a culture of innovation.

Head/Director of Technology: In smaller organizations, the title might not be as fancy, but the responsibilities are similar. Similar to a CIO, the Head (or Director) of Technology is responsible for overseeing the company’s IT infrastructure and aligning technology with business objectives.

The CIO’s Biggest Headaches

This guide would be nothing if we didn’t give you the scoop on the all-important pain points CIOs face. These are your opportunities to snag market share and get your solutions on the table. Here are just a few of the CIO-specific pain points we’ve identified:
Innovating on a Budget: In 2023, 83% of CIOs reported that despite increasing budgets, they’re under pressure to stretch those budgets further than ever before. This is due to the need to manage cloud costs, modernize outdated systems, and continue digital transformation efforts, all while dealing with rising costs and economic uncertainty. CIOs are skeptical about new expenditures, and will only fork over their precious budget if brands can convince them of a guaranteed value add.

Managing Security Risks: Cyber threats are evolving fast, and CIOs are feeling the heat. In fact, 66% of CIOs plan to increase their cybersecurity investments this year, just to keep up with the growing threat landscape and ever-updating regulations​. For these tech leaders, one security failure could be catastrophic for business continuity and brand reputation. So, when engaging CIOs, addressing these security concerns is a top priority.

Aligning Tech with Business Goals: It’s not enough for tech to work—it has to work for the business. CIOs are constantly on the job to make sure their tech investments support business objectives outside their department, including driving revenue, improving customer experiences, and boosting operational efficiency. It’s a juggling act, and it requires close collaboration with other C-suite leaders. CIO-targeted marketing initiatives should play to this need.

Dealing with Outdated Systems: Legacy systems are a constant headache for CIOs. In fact, 51% of them rank it as one of their top three challenges. These outdated systems slow down progress, making it tough for CIOs to innovate and stay competitive​. For marketers, this could be an opportunity—positioning your solution as the key to helping them modernize, streamline operations, and break free from the bottlenecks.

Engaging CIOs

CIOs don’t have time for fluff—they want straight-to-the-point, no-nonsense content that shows how your solution solves their specific pain points. The best way to engage them is by focusing on how your product or service drives specific, tangible results, And don’t forget, CIOs are big on collaboration. Focus on building trust through meaningful conversations and personalized outreach. Keep in mind: on average, it takes about 6 to 12 months to close a deal with a CIO—especially when enterprise solutions are involved. Play the long game—pace yourself, give more than you take, and focus on proving your value at every stage of the buyer's journey to win.
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Where Do CIOs Gather Their Work-Related Information?

CIOs rely on a mix of credible sources to keep on top of the latest trends. Their favorite resources are industry reports, peer networks, and tech publications. If you want to capture their attention, align your messaging with the platforms and sources they trust most, and provide content that gives them actionable insights. Not just interesting stories or case studies (although those do have their place)—focus on content they can DO something about.

Preferred Content Formats for CIOs

Speaking of content, here are some of the top content formats CIOs rely on:

Case Studies: There’s nothing CIOs value more than real-world examples. Case studies show them how companies like theirs are solving complex challenges, and how products or services (like yours) have benefited competitors. The more relevant and detailed, the better—CIOs are interested to know exactly how your solution can help them achieve measurable results.

Webinars and Podcasts: CIOs are busy, so they appreciate content that fits into their day. Webinars and podcasts give them the flexibility to gather valuable insights without needing to carve out hours of their time. These formats are perfect for delivering expert knowledge on the go.

Reports and White Papers: While reports and white papers may not be as popular as other forms of content, they still play a role in satiating CIOs’ thirst for data and providing the in-depth information they need. These content formats help CIOs make informed decisions backed by solid research.

Practical Tips for Marketing to CIOs

At 97th Floor, we focus on four areas of digital marketing that we know drive real results: SEO, content, paid advertising, and design. Here’s how you could tailor a strategy for each to target CIOs:

SEO

CIOs are often problem-solvers, and they will be searching for answers at all stages of the funnel. Optimizing your site with the right keywords can help your brand get visible when they’re looking for tech solutions. Perform detailed keyword research to determine what terms they’ll care about at which specific stages of the buyer's journey, and optimize content around it. Additionally, don’t let technical SEO optimizations slip off your radar. Since you’re marketing to a highly tech-savvy customer, slow load times or broken links can be a big red flag for any CIO.
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Read more about real-life CIO-targeted SEO in this case study.

Content

CIOs love content that cuts through the noise and stands out. No matter the format, make sure your content speaks directly to their pain points and offers clear solutions. Know your audience, avoid jargon, and focus on actionable information.

Advertising

To be frank, most CIOs hate ads. This means that when it comes to advertising to them, precision is everything. Create ad copy that highlights how your product or service addresses the specific business outcomes they care about, like improving operational efficiency or boosting data security. With CIOs juggling so many priorities, your ads should be laser-focused on the value your solution brings to their biggest challenges. Focus on one big idea at a time, and make sure all your messaging ties back to it.

Design

First impressions matter—especially with CIOs. Your website, landing pages, and digital assets need to deliver a smooth, fast user experience backed by clean, modern design. CIOs are busy and expect tech solutions that reflect efficiency and professionalism from the first click. Keeping every design aspect updated can make a huge difference in engaging CIOs and driving conversions.
We hope you’ve enjoyed our guide to marketing to CIOs! Good luck as you tackle the market. If you’re interested in streamlining the process, our team here at 97th Floor would be thrilled to help. We specialize in advertising, SEO, content, and design, and have worked with a wide variety of brands targeting this audience.
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FAQs

Marketing automation streamlines personalized outreach, ensuring CIOs receive relevant content at every stage of their journey, while also helping you track their engagement over time.
CRM integration ensures consistent messaging and tracks interactions, helping align your marketing approach with sales and customer service to engage CIOs more effectively.
Tailoring content to address CIOs' specific pain points, like industry-specific insights or personalized case studies, shows you understand their needs and drives deeper engagement.
CIOs collaborate with other C-suite leaders, so your messaging should highlight how your solutions benefit the entire company, not just IT.
CIOs prioritize solutions that facilitate digital transformation, so positioning your offering as a way to modernize systems and drive innovation is key.
Data security is a top concern for CIOs, so showcasing how your solution enhances protection and compliance builds trust and credibility.
CIOs need to justify every investment, so emphasizing the measurable ROI of your solution—whether through cost savings or efficiency gains—is crucial for securing their buy-in.
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© 2024 - 97th Floor. All rights reserved. Privacy Policy. Proudly founded in Utah. Growing businesses worldwide.
© 2024 - 97th Floor. All rights reserved.
Privacy Policy.
Proudly founded in Utah. Growing businesses worldwide.