The Back Story
There are CIOs who view their role as supporting the business at hand. And then there are the visionaries. Those CIOs who recognize disruptive technologies and practices are critical to driving business results — and are passionate about discovering how to realize them. These are exactly the kind of CIOs Red Hat wanted to talk to, but an audience not yet ready to view Red Hat as an enterprise-worthy brand.
CIOs in general are difficult for marketers to influence. And this subset of visionaries — less than 40% of the total (discovered through statistical segmentation studies) — are the hardest. Enterprisers, as we call them, place little value on marketing, preferring to learn from like-minded technology and business leaders, and respected industry sources.
Lacking the budget to compete with an industry that spends $250,000,000 on B2B advertising, and recognizing their target would be skeptical anyway, we knew Red Hat needed an unconventional way to capture minds.
The Change Agent
And so, we developed The Enterprisers Project — a content platform connecting change-driven CIOs to the who, why and how of IT-enabled business innovation. The idea was to build a community around these visionaries and engage them in useful discussions that simultaneously built Red Hat’s reputation.