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Are You in the Game with your Hardware Buyers and Influencers?

You might know the key players, but are you set up for victory when it comes to the technology purchase end game? Today’s buyers journey is as complex as a fully set chessboard — and it’s up to you to navigate your customer’s every move in order to snag a coveted spot on the famed vendor shortlist. With valuable content reigning as king, you — chivalrous tech marketer — have great opportunity to be their knight in shining armor. In the Infographic below, we’ve rounded up all the tips and tricks needed to exceed technology client expectations. Charge ahead and triumph!

Are You in the Game with your Hardware Buyers and Influencers?

  1. 1. Are you in THE GAME with your Hardware Buyers and Influencers? You know the key players, but are you marketing to them? Each stage of the purchase path is unique — and your buyers’ needs will inevitably change. Do you know how to lead the charge? Do you know what content resonates best, and when? The way to winning over your customers’ hearts starts first by understanding their needs, especially since only 1 in 5 tech buyers will even consider a new vendor. Length: 2 MONTHS HOW CAN YOU WIN AT THIS STAGE? It’s not about you: focus broadly on education with easily accessible, comprehensive content Establish yourself as a thought leader by sharing your subject matter expertise 15% Events UNIQUE CONTENT ENGAGEMENT NEEDS: Hardware for End Users: The Customer Journey Snapshot Today’s end-to-end buying process spans approximately 18 MONTHS And purchasing decisions touch 71% of the organization. Seeking this content at every stage: Vendor website Technology media Blogs, forums, boards Social media Length: 5 MONTHS 41% of committee participates – Key: IT, Engineering, Operations, Project Management TECH MARKETERS: Marketing Solutions LinkedIn Blog LinkedIn on Twitter H.E.U. 76% of the committee is participating — Key: IT, Engineering, Operations, Project Management, Finance, Purchasing, Sales and Business Development H E U • NEEDS STAGE • Length: 2 MONTHS 24% White papers UNIQUE CONTENT ENGAGEMENT NEEDS: HOW CAN YOU WIN AT THIS STAGE? Show that you know your stuff and that you have their best interest in mind Be clear about the overall cost of owning the hardware and what is going to be involved 46% of the committee is participating – Key: IT, Engineering, Finance 26% of the committee is participating – Key: IT, Engineering, Operations, Purchasing, Project Management H E U • SPECS/FUNDING STAGE • Length: 2 MONTHS HOW CAN YOU WIN AT THIS STAGE? Influence the influencers – customers are active on a lot of different channels! Prepare the troops! Prospective customers will reach out for support H E U• VENDOR SELECTION STAGE • Length: 5 MONTHS HOW CAN YOU WIN AT THIS STAGE? Help the buying committee look good and they will help you look good at renewal Demonstrate how your service/hardware is worth the cost and ensure everything runs smoothly HOW CAN YOU WIN AT THIS STAGE? Make sure your sales team can answer questions and provide service and hardware info Exceed expectations 22% of committee participates – Key: IT, Engineering, Operations, Project Management, Business Development 40% of committee is involved – Key: IT, Operations, Engineering, Sales H E U • MANAGEMENT STAGE • Length: 2 MONTHS HOW CAN YOU WIN AT THIS STAGE? Use ROI calculators and give them a sense of their future experience You’ve made it this far, don’t stop now! Take every opportunity to interact with buyers H E U • RENEWAL STAGE • H E U • IMPLEMENTATION STAGE • Are you snagging a coveted spot on the short list? Start building your new marketing roadmap unique to your tech audience with our step by step eBook. Sources: LinkedIn Tech Research, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process,” September 2015. UNIQUE CONTENT ENGAGEMENT NEEDS: 30% White papers 25% Event, conference 19% White papers UNIQUE CONTENT ENGAGEMENT NEEDS: UNIQUE CONTENT ENGAGEMENT NEEDS: 32% White papers 21% Event, conference 20% ROI tools, calculators 23% White papers UNIQUE CONTENT ENGAGEMENT NEEDS:

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You might know the key players, but are you set up for victory when it comes to the technology purchase end game? Today’s buyers journey is as complex as a fully set chessboard — and it’s up to you to navigate your customer’s every move in order to snag a coveted spot on the famed vendor shortlist. With valuable content reigning as king, you — chivalrous tech marketer — have great opportunity to be their knight in shining armor. In the Infographic below, we’ve rounded up all the tips and tricks needed to exceed technology client expectations. Charge ahead and triumph!

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