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The B2B Tech Buyer’s Purchase Journey: How to Stay on Course with Content that Sells

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Marketing to the modern tech decision-maker isn’t the straight and narrow path it once was. Today’s tech selling environment is a non-linear journey that is always evolving, which means it can be constantly full of new surprises along the way. And since the roadmap for targeting, nurturing and converting prospective technology buyers changes so rapidly, traditional lead generation approaches (for example, cold calls, gating content with lead forms, or buying leads) are in the rearview mirror. For tech marketers to be successful, the new road to success is targeting today’s tech decision-makers with the right content at the right time in order to accelerate the sales cycle and help them arrive at their destination more quickly.

To illustrate this evolving tech landscape, we’ve laid out an infographic to showcase what tech marketers need to know to navigate the new IT sales roadmap – to help you stay on course with content that truly makes an impact.

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The B2B Tech Buyer’s Purchase Journey: How to Stay on Course with Content that Sells

  1. 1. 1 IDC 2012 Buyer Experience Study | 2 IDG’s “Enterprise Role and Influence of the Technology Decision-Maker” study, 2014 | 3 “The Social Bridge to the IT Committee,” commissioned study conducted by comScore, Inc. in 10 countries on behalf of LinkedIn, Q3 2013 | 4 Nurturing the IT Committee Lead (LinkedIn PPT) | 5 IDG Enterprise’s 2014 Customer Engagement survey, “IT Decision-Makers’ Top Content Needs,” January 5, 2015, by MarketingCharts | 6 Eccolo Media, October 2014 study To find out how you can successfully target today’s tech decision-makers with the right content at the right time to ease the purchasing journey, accelerate the sales cycle and arrive at your destination sooner, visit https://lnkd.in/TechBuyer 7 11.5 2x TEC-BYR Work outsideIT Workinside IT MONTHS + CONTENT DRIVES THE DECISION-MAKING OF TODAY’S B2B TECH BUYERS Marketing to today’s tech decision-maker can be a long and winding road — on average, over five months for an enterprise technology purchase.1 Traditional lead generation is in the rearview mirror. Here’s what tech marketers need to know to attract the new B2B decision-makers. 5 Up to 17 people now influence major enterprise technology purchases, compared to just 10 in 2011.2 THEY PREFER FAMILIAR ROUTES 45% of technology decision-makers work outside IT in finance, sales, facilities and marketing.3 EVEN MORE DECISION-MAKERS ARE IN THE DRIVER’S SEAT Buyers typically narrow their short list to 3 vendors.3 Only 1 in 6 purchase from a new vendor.3 92% purchase from vendors on the short list.3 BUT THEY BURN THROUGH INFORMATION LIKE CHEAP GAS EVEN AFTER THEY’VE MADE THEIR PURCHASES, CONTENT IS KEY 80% of tech buyers say it’s important to receive ongoing content.6 TEC-BYR Download an average of 7 informational assets during the purchase process.3 85% of tech buyers find their technology news and information online.4 Are 11.5 times more engaged with thought leadership content.3 Are twice as likely to engage with product/industry news.3 SENIOR DECISION-MAKERS: ARE MORE LIKELY TO CONSIDER A TECH VENDOR WHO EDUCATES THEM THROUGHOUTTHE PURCHASE PROCESS.4 69% POINTTO “STRAIGHTFORWARD, UNBIASED COVERAGE” AS A TOP CHARACTERISTIC.5 63% AWARENESS > SCOPE > PLAN > SELECT > IMPLEMENT Tech industry news / strategy info Best practices, how-to’s, checklists Product / solution demo, software trial Diagnostic / assessment tools New Vendor Tech buyers seek specific types of content throughout the decision-making process:2 THEY WANT ACCURATE, UNBIASED, EDUCATIONAL ONLINE CONTENT See ya soon!
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Marketing to the modern tech decision-maker isn’t the straight and narrow path it once was. Today’s tech selling environment is a non-linear journey that is always evolving, which means it can be constantly full of new surprises along the way. And since the roadmap for targeting, nurturing and converting prospective technology buyers changes so rapidly, traditional lead generation approaches (for example, cold calls, gating content with lead forms, or buying leads) are in the rearview mirror. For tech marketers to be successful, the new road to success is targeting today’s tech decision-makers with the right content at the right time in order to accelerate the sales cycle and help them arrive at their destination more quickly. To illustrate this evolving tech landscape, we’ve laid out an infographic to showcase what tech marketers need to know to navigate the new IT sales roadmap – to help you stay on course with content that truly makes an impact.

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