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DON’T GET CAUGHT ADRIFT:
The Data Center Software Buying Process
The end-to-end buying process...
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Set Sail for Success with Your Data Center Software and Cloud Buying Crew

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The buying process for cloud and data center software can be a nearly three year journey, with many tech marketers showing little consideration for new vendors. In addition — and to make efforts more challenging — buyers are a specialized crew of the enterprise. They include external consultants in addition to technical experts and business decision makers.

But how do you, as the tech marketer, set sail for success with these sailors and win the lengthy purchase voyage?

In this infographic, we’ll highlight routes you, the tech marketer, can use on your sales journey to ensure your tech buyers experience smooth sailing. All hands on deck for the data center software and cloud buying process!

Published in: Marketing
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Set Sail for Success with Your Data Center Software and Cloud Buying Crew

  1. 1. Vendor websites Blogs KNOTS DON’T GET CAUGHT ADRIFT: The Data Center Software Buying Process The end-to-end buying process takes approximately 35 months. Purchasing touches 42% of the organization. Fewer than 1 in 5 companies are considering new vendors. Only a few functions play a role in navigating the process. IT, Engineering and Operations speak up at every stage. IT is the captain of the ship! FULL STEAM AHEAD: Who is the Buying Committee? TOP PRODUCTS BEING PURCHASED Are you steering your marketing strategy toward key players in the buyers’ journey? Have you plotted your content plan to serve today’s technology consumers’ evolving needs? ALL HANDS ON DECK! Servers and storage 58% Network security for data centers 38% Cloud identity and access management 32% Private cloud/ virtualization 37% Outsourcing services for data centers 23% Hybrid cloud 23% Wide area network (WAN) optimization 22% Show that you are trustworthy, credible and understand the company’s business model. Focus early on educational content — technical blogs should surface deeper in the buying process. HOW TO CHART YOUR COURSE FOR SUCCESS Avoid too much emphasis on social media and events. Cater to external consultants who exhibit heavy sway in the buying process. Deliver quality content across many formats. These channels play large roles during each leg of the journey. KEY DIFFERENTIATORS FOR STAYING AFLOAT 1 2 3 IMPORTANT CHANNELS ACROSS THE ENTIRE VOYAGE Highlight the scalability of your software. Focus on helping the buying committee see ROI. Share educational content that assists your buyers with software enablement and optimization. WHERE TO FOCUS BUYER SUPPORT Forums Boards Webinars White papers SINK OR SWIM?Set Sail for Success with Your Data Center Software and Cloud Buying Crew CONTENT MAP TO ENSURE SMOOTH SAILING Cast a vision for what’s possible with the next generation of your software. Leverage your subject matter expertise to educate and excite clients about new features. LinkedIn Tech Research, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process,” September 2015. As a provider of software for data centers, it’s hard to make the short list. What’s critical amid the stormy tech buying seas is appropriately targeted content and support. Take specific action based on the unique needs of your tech buyers with our new research e-book, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process.”

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