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#inTC15
​Kelly Kyer
Global Marketing Lead, Technology Vertical, LinkedIn Marketing Solutions
Photo
3
Taking a Deeper Look at Today’s
Empowered Tech Buying Process
Beneath the Surface
​Not so very long ago, when it came to
technology purchases, IT was at the
helm, but seemingly everything about
the tech m...
5
2.3+ million
APAC LinkedIn members who influence IT
decisions across departments and seniorities
6
​We surveyed 3,800+
technology decision-makers globally
So, what’s beneath the technology purchasing surface?
7
Hardware for End Users Hardware for Data Centers Software for Data CentersSoftware for End Users
We looked at 4 key tech...
8
To bring detail and depth of understanding to:
 The decision making process and buying journey.
 The key influencers o...
9
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.
11
40%
50%
60%
70%
80%
90%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
Hardware for End Users
Soft...
12
40%
50%
60%
70%
80%
90%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
Hardware for End Users
Soft...
13
Australian firms reach out to sales
more than sales reaches out
26%
17%
I reached out to a salesperson A salesperson re...
27%25%
14
It’s more competitive than ever,
but opportunities do exist.
Most Competitive Most Open
Hardware for End Users S...
Complication #2: Technology buying touches all aspects of business.
45%
52%
59%
51%
62%
50%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
1616
4+ functions
(% among buy...
IT, Engineering and Operations are the visible players…
Engineering
Operations
IT
Business Development
Purchasing
Support
...
18
Hardware for End Users Hardware for Data Centers Software for Data CentersSoftware for End Users
…but the full committe...
19
Hardware for End Users Hardware for Data Centers Software for Data CentersSoftware for End Users
…but the full committe...
20
End-users also have power and influence
70%
Users
41%
Decision Making
Body*
¾of the
enterprise
buyers look outside
the ...
Complication #3: Each buyer has their own agenda and content needs.
What motivates this diverse group of decision-makers?
Proj. Mgmt. Finance Accounting
Top Factors Driving Willingness to En...
23
Top reasons vendors make the short list
(% among those considering “new” vendors)
Base: n=122 Base: n=107 Base: n=86 Ba...
26
Conquering complexity
Go Deep.
Target beyond ITDMs
to educate all of the
decision-makers and
consider their mindset
and...
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TechConnect Sydney 15 Todays Tech Buying Process Research

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The latest research from LinkedIn Marketing Solutions on the Global Tech Buying process

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TechConnect Sydney 15 Todays Tech Buying Process Research

  1. 1. #inTC15
  2. 2. ​Kelly Kyer Global Marketing Lead, Technology Vertical, LinkedIn Marketing Solutions Photo
  3. 3. 3 Taking a Deeper Look at Today’s Empowered Tech Buying Process Beneath the Surface
  4. 4. ​Not so very long ago, when it came to technology purchases, IT was at the helm, but seemingly everything about the tech market is changing rapidly, particularly the target audience. ​How are you to keep up? 4
  5. 5. 5 2.3+ million APAC LinkedIn members who influence IT decisions across departments and seniorities
  6. 6. 6 ​We surveyed 3,800+ technology decision-makers globally So, what’s beneath the technology purchasing surface?
  7. 7. 7 Hardware for End Users Hardware for Data Centers Software for Data CentersSoftware for End Users We looked at 4 key technology subverticals.
  8. 8. 8 To bring detail and depth of understanding to:  The decision making process and buying journey.  The key influencers on the process and their functions.  The areas of interest and motivation.  The content they want, when and where they’re looking for it.
  9. 9. 9 Complication #1: The buying process is competitive and long. Complication #2: Technology buying touches all aspects of business. Complication #3: Each buyer has their own agenda and content needs. What we learned: It’s complicated.
  10. 10. Complication #1: The buying process is long, complex and competitive.
  11. 11. 11 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+
  12. 12. 12 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 ​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 …and there are peak times pre- and post-sale. 78% of buyers require education to sustain or make a change to their IT ecosystem
  13. 13. 13 Australian firms reach out to sales more than sales reaches out 26% 17% I reached out to a salesperson A salesperson reached out to me
  14. 14. 27%25% 14 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%
  15. 15. Complication #2: Technology buying touches all aspects of business.
  16. 16. 45% 52% 59% 51% 62% 50% Needs Specs/Funding Vendor Choice Implementation Management Renewal 1616 4+ functions (% among buyers participating in each stage) 4+ functional groups can be involved at each stage.
  17. 17. IT, Engineering and Operations are the visible players… Engineering Operations IT Business Development Purchasing Support Sales Finance Project Management 17 IT is the number one player globally as well as in Australia, but Australians actually prioritize Operations more and Engineering less, than other countries do.
  18. 18. 18 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
  19. 19. 19 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
  20. 20. 20 End-users also have power and influence 70% Users 41% Decision Making Body* ¾of the enterprise buyers look outside the buying committee for opinions 8 in 10 51% of decision-makers sought input on technology solutions from end-users
  21. 21. Complication #3: Each buyer has their own agenda and content needs.
  22. 22. 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? 22 Subject Matter Expertise Consultation/Education/Tools Business Model Costs/Business Impact User Adoption Product /Service Tier 1 audiences Tier 2 audiences Know/Trust In general, all Audiences in Australia prioritize interacting with sales professionals they know/trust more so than other countries
  23. 23. 23 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
  24. 24. 26 Conquering complexity Go Deep. Target beyond ITDMs to educate all of the decision-makers and consider their mindset and motivations when crafting content. Go Wide. Reach the end-users. Make sure they know your brand and offering because they influence the shortlist. Go Beyond the Sale. Actively create content to educate and nurture your customers post- sale to retain and grow their business.

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