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Navigating the Technology Purchase Path - TECHconnect Singapore 2015

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Peter Hubert, Head of Insights, APAC navigated the dynamic and changing IT sales landscape and taught how to attract and engage today's tech decision makers with the right content at the right time at TECHconnect Singapore 2015.

Visit the URL below for photos of the memorable event at the RedDot Design Museum: https://business.linkedin.com/marketing-solutions/ms/e/15/tech-connect-sg/highlights

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Navigating the Technology Purchase Path - TECHconnect Singapore 2015

  1. 1. 1 Taking a Deeper Look at Today’s Empowered Tech Buying Process Beneath the Surface ​Peter Hubert ​Head of Insights, APAC
  2. 2. ​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? 2
  3. 3. 3 2.3+ million APAC LinkedIn members who influence IT decisions across departments and seniorities
  4. 4. 4 ​We surveyed 3,800+ technology decision-makers globally So, what’s beneath the technology purchasing surface?
  5. 5. 5 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… To bring a depth of understanding to…
  6. 6. 6 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.
  7. 7. Complication #1: The buying process is long, complex and competitive.
  8. 8. 8 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+
  9. 9. 27%25% 9 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%
  10. 10. Complication #2: Technology buying touches all aspects of business.
  11. 11. 45% 52% 59% 51% 62% 50% Needs Specs/Funding Vendor Choice Implementation Management Renewal 1111 4+ functions (% among buyers participating in each stage) 4+ functional groups can be involved at each stage.
  12. 12. IT, Engineering and Operations are the visible players… Engineering Operations IT Business Development Purchasing Support Sales Finance Project Management 12
  13. 13. 13 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
  14. 14. Complication #3: The buying group each have their own agenda.
  15. 15. 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? 15 Subject Matter Expertise Consultation/Education/Tools Business Model Costs/Business Impact User Adoption Know/Trust Product /Service Tier 1 audiences Tier 2 audiences
  16. 16. 16 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
  17. 17. ​So what does the Tech Purchasing Decision Making Process Look Like on LinkedIn? 17
  18. 18. 18 Meet Amanda Ong • Amanda is part of the decision making process for Data Centre Software • She is an Information Technology Manager working in an Enterprise size High Tech Company
  19. 19. 19 A bit about Amanda… • 15 years in industry covering engineering, operations and information technology Project Management Skills Edu Business Analysis Integration B. Science Considering MBA
  20. 20. 20 Amanda is using LinkedIn to connect with experts and engage with relevant content Website page views 3X Company Follows 2X 36% more Content over jobs 7X Mobile vs. DesktopConnected on LinkedIn 3X What is Amanda doing on LinkedIn? Influencer Follows 4X
  21. 21. 21 When is she seeking out content and for what needs? Amanda 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
  22. 22. 22 What sort of content is she looking for on LinkedIn? She 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
  23. 23. 23 What else is she seeing on LinkedIn? Amanda is a popular profile Industries sponsoring content to profiles like Amanda’s in last 6 months Growth in number of companies targeting profiles like Amanda’s in last 6 months alone Computer Software Financial Services Higher Education 100+ 28% Top 3
  24. 24. 24 So what does this all mean? Using the information she finds on LinkedIn, Amanda is evaluating her options, taking action and forming her short list 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
  25. 25. Now we know:  The journey  The players  The areas of interest and motivation  The content they want, when and where they’re looking for it… Put down your bearings: A strategy for open water 25
  26. 26. 26 Conquering complexity Know your audience Let us empower your strategic planning. Relevance is critical, call on us for audience insights (who, what, how) Take action Gain admin rights to your company page and assess your content needs and resources such that you can deliver value now Engage with relevance Build a content calendar for various personas, and at each stage of the sales cycle
  27. 27. Thank you

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