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TechConnect Sydney 15 The Tech Persona


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Meet David, the Tech Buying Persona

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TechConnect Sydney 15 The Tech Persona

  1. 1. #inTC15
  2. 2. Elisa Koch Insights Lead, LinkedIn Marketing Solutions, AUNZ Phot o
  3. 3. 3 Meet David • David is part of the decision making process for Data Centre Software • He is an Information Technology Manager working in an SMB size High Tech Company
  4. 4. 4 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
  5. 5. 5 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
  6. 6. 6 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 cycle 7 7 16 7 16 7 Needs Specs Vendor Selection Implementing Managing Renewing Hours spent researching at each stage – Last 3 Months
  7. 7. 7 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
  8. 8. 1 Subject Matter Expert- Consultation 8 So what does this all mean? Using the information he finds on LinkedIn, David is creating his shortlist Top reason data centre software vendors make the short list: 2 Features-Functionality 3 Cost-Price-Terms 4 Ease of Doing Business
  9. 9. 9 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
  10. 10. 10 So what are you doing to reach David? Know your audience Take action Engage with relevance
  11. 11. Thank you