The buying process for technology is complex, with many stakeholders involved over a long period of time. IT is still a key player but other functions like engineering, operations, and end-users also influence decisions. Each stakeholder has their own motivations and agenda. Vendors must target the entire decision making committee, not just IT, by understanding each member's unique needs and providing tailored content. They also need to engage end-users who can influence the shortlist. Maintaining relationships after the sale through educational content is important for retention and growth.

1. #inTC15

2. ​Kelly Kyer
Global Marketing Lead, Technology Vertical, LinkedIn Marketing Solutions
Photo

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Taking a Deeper Look at Today’s
Empowered Tech Buying Process
Beneath the Surface

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
2.3+ million
APAC LinkedIn members who influence IT
decisions across departments and seniorities

6. 6
​We surveyed 3,800+
technology decision-makers globally
So, what’s beneath the technology purchasing surface?

7. 7
Hardware for End Users Hardware for Data Centers Software for Data CentersSoftware for End Users
We looked at 4 key technology subverticals.

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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
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. Complication #1: The buying process is long, complex and competitive.

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
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
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. 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. Complication #2: Technology buying touches all aspects of business.

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. 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.

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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
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

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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. Complication #3: Each buyer has their own agenda and content needs.

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

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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

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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.