SUMMARY: At MarketingSherpa's 'Marketing to the Global 2000 Breakfast' brainstorming session last week, attendees noted that beyond marketing to official decision makers and obvious influencers, marketers must also reach out to evangelists within companies.
These evangelists are not always easy to recognize by title. They may be very senior, or not. What's important is that they are passionate about the company problem that your product solves. If you can get your information to them, they may share it with the influencers and/or decision makers via email, by intranet postings, and handouts for committee meetings.
Here's a Case Study on one company...