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Become a Marketing Matchmaker for the Tech Buying Committee

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When it comes to the relationship between tech marketing and sales, it’s crucial that everyone involved spreads love and engages with the hearts and minds of today’s buying committee. As an evangelist of your product or solution, you’ll need to play matchmaker between decision makers and craft content that satisfies your committee’s needs. You’ll also need to nurture existing relationships and support prospective clients as they navigate the purchase path.

So where does one start?

Luckily, we’ve recapped best practices to help you be both mind reader and hand‐holder when it comes to loving and caring for your client’s content needs.
Check out our latest infographic which takes a powerful pulse on:

- The hidden influencers your clients turn to for input and advice on purchase decisions
- The right content, right stage, right audience and right connection to win over the most crucial decision makers
- A breakdown of today’s increasingly complex tech vendor selection and buying cycle stages

Published in: Marketing
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Become a Marketing Matchmaker for the Tech Buying Committee

  1. 1. 1 2 3 4 5 6 1. Needs Analysis 2. Specs and Funding 3. Vendor Selection 4. Implementation 5. Management 6. Renewal PLAYING A “MATCH” GAME WITH BUYING COMMITTEE MEMBERS The tech decision maker is no singleton. Stakeholders in Marketing, Finance, Sales and Operations each have a say in which tech product or vendor should win their devotion. BUT ONCE A DECISION IS MADE, IT’S UNLIKELY TO CHANGE WHEN IT COMES TO RENEWAL... Yes, winning business and becoming the tech partner of choice is hard. Once you’re “in,” however, the odds are stacked in your favor to hold that special place in tech buyers’ hearts: Only 19%–36% of buying committee members are considering new vendors. Only 17% of companies with budgets over $2 million will consider bringing in a new vendor. IT’S NOT JUST ABOUT THE PURCHASE. BE SURE TO CONNECT ACROSS ALL 6 STAGES OF THE BUYING CYCLE. MATCH CONTENT TO TECH BUYERS’ THOUGHTS AND FEELINGS AT EACH STAGE 1. Needs Analysis Focus: Identifying needs Feeling: Overwhelmed, yet open, ready to learn 2. Defining Specs/ Determining Funding Focus: Price, performance, practicality Feeling: Pressed to beat multiple challenges with one product 3. Vendor Selection Focus: Reliability, product support Feeling: Anxious and risk-averse 4. Implementation Focus: End-user product delivery Feeling: Concerned about reactions 5. Management Focus: Ease of use Feeling: Need for the vendor to make their jobs easier 6. Renewal Focus: Price, value/worth and customer experience Feeling: Need for cost justification and having expectations met BEYOND THE TECH COMMITTEE: MARKETERS MUST INFLUENCE THE INFLUENCERS Before you go off crafting the perfect marketing proposal, there’s one more thing to point out. 86% of tech buyers look outside the tech committee when making a decision. So, who are they looking to? RIGHT CONTENT, RIGHT STAGE, RIGHT AUDIENCE, RIGHT CONNECTION Tech marketers have a lot of people to reach, so it’s important to note that the three stages that include the most stakeholders are: A A A A The headline says it all. Today’s tech marketers must be mind readers and hand-holders. They must connect with tech buyers at every opportunity, and with messages that make an impact. It’s no longer “just the IT guy” tech marketers must affect. CONNECTING TO THE HEARTS AND MINDS of Today’s Tech Buying Committee 70% Professional peers 51% Technology users 45% Colleagues not directly involved in the process 22% Thought leaders 13% Friends and family 1% Others For tech marketers, being able to craft content that connects with the hearts and minds of the buying committee at every stage is like holding the key to a lasting relationship. Specs/Funding Needs Implementation The buying cycle is a cycle with six stages that repeat, as shown here. The great news for tech marketers is that this affords many opportunities to cement a relationship:1 Do you have what it takes to win tech buyers’ hearts and minds? LinkedIn can help tech marketers reach tech buying decision makers and their influencers with targeted messages for the greatest impact with our in-depth research e-book, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process.” 1 Andy Bartels, “Understanding Shifting Technology Acquisition Patterns,” Forrester, February 2014. LinkedIn Tech Research, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process,” September 2015.

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