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1
Taking a Deeper Look at Today’s
Empowered Tech Buying Process
Beneath
the Surface
Elisa Koch
Insights Lead, AU & NZ
2
2.3+ million
APAC LinkedIn members who influence IT
decisions across departments and seniorities
3
We surveyed 3,800+
technology decision-makers globally
So, what’s beneath the technology
purchasing surface?
4
Hardware for End Users Hardware for Data Centers Software for Data CentersSoftware for End Users
We looked at 4 key tech...
5
Complication #1:
The buying process
is competitive and long.
Complication #2:
Technology buying touches all
aspects of b...
Complication #1: The buying process is long, complex and competitive.
7
40%
50%
60%
70%
80%
90%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
Hardware for End Users
Softw...
27%25%
8
It’s more competitive than ever,
but opportunities do exist.
Most Competitive Most Open
Hardware for End Users So...
Complication #2: Technology buying touches all aspects of business.
45%
52%
59%
51%
62%
50%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
1010
4+ functions
(% among buy...
11
Hardware for End Users Hardware for Data Centers Software for Data CentersSoftware for End Users
…but the full committe...
Complication #3: The buying group each have their own agenda.
What motivates this diverse group of decision-makers?
Proj. Mgmt. Finance Accounting
Top Factors Driving Willingness to En...
14
Top reasons vendors make the short list
(% among those considering “new” vendors)
Base: n=122 Base: n=107 Base: n=86 Ba...
15
Meet David
• David is part of the decision making
process for Data Centre Software
• He is an Information Technology
Ma...
16
A bit about David…
• 17 years in industry covering
information technology, engineering
and operations
Project Managemen...
17
David is using LinkedIn to
connect with experts and
engage with relevant
content
Website page views
2X
Company Follows
...
18
When is he seeking out content
and for what needs?
David consumes 2 to 4
distinct pieces of content at
each stage of th...
19
What sort of content is he
looking for on LinkedIn?
He is actively seeking
content to become a better
informed decision...
20
So what does this all mean?
Using the information he
finds on LinkedIn, David is
creating his shortlist
1
Subject Matte...
21
What else is he seeing on
LinkedIn?
David is a popular profile
Industries sponsoring content to profiles
like David’s i...
22
So what are you doing to
reach David?
Know your audience
Take action
Engage with relevance
Thank you
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LinkedIn Tech Marketer's Event - Tech Research

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Elisa Koch, LinkedIn’s Insights Lead for AUNZ, shared the key insights and learnings from LinkedIn’s Tech research “Taking a Deeper Look at Today’s Empowered Tech Buying Process”.

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LinkedIn Tech Marketer's Event - Tech Research

  1. 1. 1 Taking a Deeper Look at Today’s Empowered Tech Buying Process Beneath the Surface Elisa Koch Insights Lead, AU & NZ
  2. 2. 2 2.3+ million APAC LinkedIn members who influence IT decisions across departments and seniorities
  3. 3. 3 We surveyed 3,800+ technology decision-makers globally So, what’s beneath the technology purchasing surface?
  4. 4. 4 Hardware for End Users Hardware for Data Centers Software for Data CentersSoftware for End Users We looked at 4 key technology subverticals.  The decision making process journey  The key influencers on the process  The areas of interest and motivation  The content they want, when and where they’re looking for it…
  5. 5. 5 Complication #1: The buying process is competitive and long. Complication #2: Technology buying touches all aspects of business. Complication #3: The buying group each have their own agenda. What we learned: It’s complicated.
  6. 6. Complication #1: The buying process is long, complex and competitive.
  7. 7. 7 40% 50% 60% 70% 80% 90% Needs Specs/Funding Vendor Choice Implementation Management Renewal Hardware for End Users Software for End Users Hardware for Data Centers Software for Data Centers Engaged Directly with Vendors – Last 3 Months (% among buyers recently participating in each stage) Engagement is constant throughout the long journey… Bases: Technology decision participants (last 3 months) in 11+ person companies across 11 major markets in each market who recently participated in each stage Hardware for End Users n=140-173, Software for End Users n=163-199, Data Center Hardware n=142-162, Data Center Software n=132-167 12 months+
  8. 8. 27%25% 8 It’s more competitive than ever, but opportunities do exist. Most Competitive Most Open Hardware for End Users Software for Data Centers Hardware for Data Centers Software for End Users Technology buying ranges from extremely to very competitive (% who shortlisted a “new” vendor) 21% 42%
  9. 9. Complication #2: Technology buying touches all aspects of business.
  10. 10. 45% 52% 59% 51% 62% 50% Needs Specs/Funding Vendor Choice Implementation Management Renewal 1010 4+ functions (% among buyers participating in each stage) 4+ functional groups can be involved at each stage.
  11. 11. 11 Hardware for End Users Hardware for Data Centers Software for Data CentersSoftware for End Users …but the full committee is a complex group * Each function’s’ importance was ranked across four measures: 1) perceived leadership in six stages of buying; 2) likelihood of being cross-functional partner to a leading role; 3) propensity to be a formal decision maker; and 4) perceived influence on vendor opinion among those involved in Vendor Choice. Gartner source: http://my.gartner.com/portal/server.pt%3Fopen%3D512%26objID%3D202%26mode%3D2%26PageID%3D5553%26ref%3Dwebinar-rss%26resId%3D1871515 IT Engineering Operations Prog. and Proj. Mngmnt Finance Bus. Development Support Accounting Marketing Purchasing Sales Research Consulting/Ext. Consultant Extremely Important 1 Very Important/ Important 2Importance to the decision process* 1 1 1 1 1 1 1 1 1 1 1 2 1 2 2 2 2 2 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2
  12. 12. Complication #3: The buying group each have their own agenda.
  13. 13. What motivates this diverse group of decision-makers? Proj. Mgmt. Finance Accounting Top Factors Driving Willingness to Engage IT Engineering Bus. Dev. Operations Purchasing Sales Support Bases: N=32-598, recent technology buyers (last 3 months) in key functions In general, how important are the following factors in your willingness to engage with sales professionals and other employees of [technology type] vendors? 13 Subject Matter Expertise Consultation/Education/Tools Business Model Costs/Business Impact User Adoption Know/Trust Product /Service Tier 1 audiences Tier 2 audiences In general, all Audiences in Australia prioritize interacting with sales professionals they know/trust more so than other countries
  14. 14. 14 Top reasons vendors make the short list (% among those considering “new” vendors) Base: n=122 Base: n=107 Base: n=86 Base: n=148 Bases: Technology decision process participants (last 3 months) in 11+ person companies across 11 major markets who shortlisted a company that is “new” (i.e., their company never worked with it) Hardware for End Users Cost-Price-Terms Quality-Product Reputation-Reviews Support-Service Hardware for Data Centers Cost-Price-Terms Subject Matter Expert- Consult. Quality-Reliability References-Trust Software for Data Centers Subject Matter Expert- Consult. Features-Functionality Cost-Price-Terms Ease of Doing Business Software for End Users Fit Requirements Materials-Case Study-POC* Ease of Doing Business User Experience
  15. 15. 15 Meet David • David is part of the decision making process for Data Centre Software • He is an Information Technology Manager working in a High Tech Company
  16. 16. 16 A bit about David… • 17 years in industry covering information technology, engineering and operations Project Management Skills Business Analysis Change Management B. Science or Commerce Considering MBA Edu
  17. 17. 17 David is using LinkedIn to connect with experts and engage with relevant content Website page views 2X Company Follows 3X 30% more Content over jobs 7X Mobile vs. DesktopConnected on LinkedIn 4X Source: Eccolo Media, “2015 B2B Technology Content Survey Report: Volume 1,” Dec 16, 2014 What is David doing on LinkedIn? Influencer Follows 2X
  18. 18. 18 When is he seeking out content and for what needs? David consumes 2 to 4 distinct pieces of content at each stage of the buying cycle7 7 16 7 16 7 Needs Specs Vendor Selection Implementing Managing Renewing Hours spent researching at each stage – Last 3 Months
  19. 19. 19 What sort of content is he looking for on LinkedIn? He is actively seeking content to become a better informed decision maker Cloud Computing DB2 XML Information Security IT Service Mgmt Mobile Computing Scalability Test Automation
  20. 20. 20 So what does this all mean? Using the information he finds on LinkedIn, David is creating his shortlist 1 Subject Matter Expert- Consultation Top reason data centre software vendors make the short list: 2 Features-Functionality 3 Cost-Price-Terms 4 Ease of Doing Business
  21. 21. 21 What else is he seeing on LinkedIn? David is a popular profile Industries sponsoring content to profiles like David’s in last 6 months Growth in number of companies targeting profiles like David’s in last 6 months alone Computer Software Information Technology & Services Higher Education 100+ 39% Top 3
  22. 22. 22 So what are you doing to reach David? Know your audience Take action Engage with relevance
  23. 23. Thank you

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