The document discusses understanding the different audiences that influence technology purchases, including IT experts, financiers, and end users, with each having varying levels of budget influence, decision power, and need for solutions. It also provides guidance on segmenting audiences, designing surveys for each, and gathering information through both quantitative and qualitative primary and secondary research methods to better understand technology buyers. The goal is to tailor messaging and solutions to appeal to the specific needs and concerns of each audience that plays a role in the purchasing process.

1. Unde
Marke
erstandi
et Directions
Un
Insig
inter
orga
reac
This
conc
com
We’
your
ng the T
Boston (C)
nders
W
ght into b
rviews
anization’
ch them.
s paper
clusions
mpanies.
d love to
r buyers
echnolo
Copyright 20
stand
With S
buyers is
and ev
’s unders
briefly h
from
help you
and pers
gy Buye
015 All Righ
ding
Surve
difficult to
ven on-
stand who
highlights
research
u with you
pective b
Please cal
survey des
consultatio
r
ts Reserved
the T
eys a
o come b
-site da
o will buy
s Market
ing buy
ur next pr
buyers.
l for a free
sign
on
Tech
and R
by, but no
atabase
y, when th
t Directio
yers for
roject tha
Market Direct
(617) 323‐186
mary@market
www.marketd
nolo
Resea
ot imposs
research
hey will b
ons’ exp
r various
at includes
tions | Boston
2 | (800) 475‐9
tdirectionsmr.c
directionsmr.co
gy B
arch
sible. Sur
h can
buy and h
periences
s techn
s looking
9808
com
om
Buyer
rveys,
help
how to
s and
nology
into
1
r

2. Unde
Marke
erstandi
et Directions
Tech
B
Seg
Lorem ip
Experts:
install an
technolog
IT
Financie
CFO's, Co
Accounta
CEO's
End-Use
actual us
technolog
problem
ng the T
Boston (C)
hnolog
Buyer
gments
psum dolo
:
d maintain
gy "overse
ers:
ontrollers,
nts, even
ers:
ers of the
gy to solve
echnolo
Copyright 20
gy
s
or
n
eers",
e a
gy Buye
015 All Righ
No matte
what’s in
technolo
that you
various s
Surveyin
and expe
world if y
telecom,
collectin
audience
Typically
least thre
users. O
technicia
This pap
research
Experts:
Financie
End‐Use
r
ts Reserved
er what tec
nfluencing B
ogy ; they ar
r solution s
stakeholder
g an audie
ertise that g
you are sell
, surveying
g results. A
e.
y, technolog
ee segment
Other audien
ans and sup
er discusses
h’s three ma
insta
rs: CFO's
rs: actua
chnology it
B2B custom
re buying a
olves is not
rs within the
nce about t
go beyond u
ing technol
requires se
And require
gy audience
ts: The exp
nces that ca
pport.
s the proce
ain audience
ll and maint
s, Controlle
al users of t
is you sell –
ers to buy.
solution. H
t always view
e organizati
technology
usual survey
logy: softw
gmenting y
s separate s
s for survey
erts, the fin
an be survey
ss of survey
es:
tain techno
rs, Account
he technolo
– you need
They’re not
However, th
wed the sam
ion.
requires re
y design. In
ware, SaaS, h
your audien
surveys for
ying are div
nanciers, an
yed include
ying techno
ology "overs
tants, even
ogy to solve
to figure ou
t buying
he problem
me from
search skills
n a B2B
hardware, o
ce before
each
ided into at
nd the end‐
e influencers
ology
seers"
CEO's
e a problem
2
ut
s
or
t
s,
m

3. 3
Understanding the Technology Buyer
Market Directions Boston (C) Copyright 2015 All Rights Reserved
Segment Characteristics
Market Directions not only does customer satisfaction surveys after the sale, but also
exploratory surveys before the sale to determine who within an organization has the
greatest influence over purchasing and who has the greatest need to solve a
problem. The two are often mutually exclusive.
After researching thousands of technology audiences our findings indicate that each
audience has various influences over budget, decision power, and perception of the
need for the technology product or service.
The experts, usually reside in IT and are one of the most sought out audiences for
technology surveys. The survey design requires technical language so that the
respondents when taking the survey are convinced that the topic speaks to them and
understands that they are experts and are the “only ones” within the organization
that can possibly understand the ins and outs of technology. You must appeal to
their ego. Additionally, since they are sought out by so many surveyors, they usually
require a hefty stipend to answer surveys.
Our results over the years have indicated that IT experts are usually not the ones in
charge of the budget. While they do not control the budget they do have heavy
influence in the decision. Their decisions are typically driven by time. Most IT
professionals will say they are overworked, so championing another install is a
disruption to their already behind project management. They typically are the most
resistant to bringing in new technology.
The financiers, all technology projects go through a through cost benefit analysis.
Each industry, firm, and department has their own measures to determine if it is
financially feasible to purchase technology. Often financiers, such as CFO’s are the
ones who sign the final contract. While they will do all of the analysis they may or
may not be accountable for the budget. Often this is the part of the process that
may hold up a sale and/or install. Finance is busy determining ROI, NPV, IRR or any
other financial group of letters you can think of.

4. Unde
Marke
erstandi
et Directions
Seg
When
cost sa
financ
profita
found
depart
techno
The en
typical
Projec
throug
typical
Survey
the sim
good s
unders
the thr
answe
survey
End us
techno
ng the T
Boston (C)
gmen
surveying f
avings and i
iers are ofte
ably. Even t
that they a
tment or ar
ology offers
nd‐users, th
lly have to k
ts that are
gh the proce
lly have a lo
y question d
mplest term
survey can a
stand the p
ree surveys
er the most
y sponsor un
sers vary in
ology survey
echnolo
Copyright 20
t Cha
financiers, q
ncreases in
en not inter
though orga
ctual budge
rea of the fir
s.
hey typically
keep remin
budgeted fo
esses requi
onger sales
design for th
ms, not using
also have a
roblem, and
s, end‐user r
open‐ende
nderstands
title from a
y one of the
gy Buye
015 All Righ
aracte
questions sh
n revenues.
rested in so
anizations g
et and botto
rm that will
y are the ch
ding IT and
or in the an
red by IT an
cycle.
hese respon
g industry ja
story, a “w
d the soluti
respondent
d questions
their day to
administrati
e most diffi
r
ts Reserved
eristic
hould be de
It is a diffic
olving the pr
go through s
om line dec
l benefit the
ampions fo
finance tha
nnual budge
nd finance.
ndents requ
argon and d
hat if” scen
on, and how
ts will spend
s. They wan
o day challe
ive assistan
cult surveys
s (cont
esigned in th
cult part of
roblem, but
strict financ
cision belon
e directly fr
or a new tec
at they have
et typically h
Projects th
uires describ
defining ter
ario to help
w it makes
d the most t
nt to feel as
enges.
ts to CEO’s,
s to design,
tinued)
he form of c
survey desi
t solving the
cial analysis
gs to the en
rom what yo
chnology, an
e a project i
have alread
at are not b
bing the tec
ms along th
p the respon
his/her job
time on a s
s though yo
, making an
properly.
cost benefit
gn, because
e problem,
s, we have
nd‐user. Th
our
nd they
in the que.
y gone
budgeted fo
chnology in
he way. A
ndent
easier. Of
urvey and
u as the
end‐user
ts,
e
he
or,
4

5. 5
Understanding the Technology Buyer
Market Directions Boston (C) Copyright 2015 All Rights Reserved
Common Characteristics
Marketing in a digital age has brought new challenges and has varied the buying
process dramatically. Today’s technology buyers are more educated about vendor
choices and solution availability. B2B buyers are acting more like consumer buyers in
the sales process. They research extensively before they buy. Some consulting firms
have stated that up to 90 percent of the buying decision is made before a vendor is
contacted.
There are some common characteristics that we have found amongst all buyer
segments; they are educated about their choices, they are careful and deliberate in
their selections, and they contact vendors anonymously to begin the process.
Buyers are looking for vendors that can provide speed, that is who can install and get
the solution up and running the quickest. Buyers are looking to reduce risk, the risk
in the wrong decision about vendor choice and the risk of not achieving the stated
goals. And finally, technology buyers are looking for flexibility in the relationship.
They do not want 10 year relationships, but shorter contracts and vendors who are
adaptable and accommodating to the customer’s needs as the customer grows and
changes.
Gathering the Information
Gathering information about your buyers and potential buyers can be accomplished
in many ways, in market research terms in can be gathered quantitatively or
qualitatively, with primary research tools or secondary research tools.
If you have access to a large database of customers or potential customers an online
survey is the most cost effective and quickest method. This is a quantitative study
using a primary research tool‐‐‐ the survey instrument.
Using secondary research tools could include doing an online search to see what
other companies have done before and published, doing a win‐loss of past sales or
delving into your database to assign characterstics to each of your customers.

6. Unde
Marke
erstandi
et Directions
G
Fin
int
be
ex
ty
N
On
int
em
As
on
W
go
to
Th
ng the T
Boston (C)
Gather
nally, a qua
terviews sh
etween the
xpensive an
pe of resea
Next S
nce all of th
terviews wi
mbrace the
s businesses
ne and it is i
While this pa
oing to assu
do then is
he final step
echnolo
Copyright 20
ring t
litative stud
ould be des
interviewe
d takes the
rch is the re
Steps
he informati
th their sale
data or reje
s know the
important t
per just qui
me for time
to segment
p is to create
gy Buye
015 All Righ
he Inf
dy through
signed to as
r and respo
most time
ecruiting th
ion and dat
es team. Th
ect it as not
relationship
to communi
ickly brushe
e sake, sales
t the marke
e buyer per
r
ts Reserved
forma
in‐depth int
sk probing q
ondent. This
to complet
e correct re
a are gathe
his is impor
t typical of w
p between s
icate and ge
es over the
s agrees wit
t, first by in
rsona’s.
ation (
terviews ca
questions a
s type of re
e. The mos
espondents
ered, marke
rtant becaus
what they s
sales and m
et input fro
sales and m
th marketin
ndustry, the
(continu
n also be co
nd develop
search is ty
st difficult a
s.
ters should
se the sales
ee as they m
marketing ca
m sales.
marketing di
ng’s findings
en by title, r
ued)
onducted. T
a discussio
ypically the
aspect of th
d share the
s team will e
make sales
an be a stra
ilemma, we
s. The next
evenues, et
The
on
most
is
either
calls.
ined
e are
thing
tc.
6

7. Unde
Marke
Unde
buyer
creat
that d
pain p
motiv
roles
purch
proce
erstandi
et Directions
erstand
rs bette
ting prof
define th
points,
vations,
in the
hasing
ess.
ng the T
Boston (C)
your
er by
ofiles
heir
and
echnolo
Copyright 20
Buye
Personas a
wish to bui
their probl
their points
make decis
into accoun
by demogr
Persona’s a
• are
mar
• Incl
• Buy
and
• Dev
mos
gy Buye
015 All Righ
er Pers
re a compo
ild a relatio
ems. Buye
s of view, w
sions. By pe
nt the fact t
aphic group
are:
a semi‐ficti
rket researc
udes:
• demog
• behavio
• motivat
yer persona
d sales.
velopment o
st valuable
r
ts Reserved
sonas
osite picture
nship with)
er personas
what affects
ersonalizing
that your te
ps or target
ional repres
ch and real
raphics
or patterns,
tions, and g
s provide st
of personas
visitors, lea
s
e of real peo
who buy p
give insight
their behav
the buying
echnology is
t markets.
sentation of
data about
,
goals.
tructure and
s helps your
ads, and cus
ople (the pe
roducts and
ts into the b
viors, and w
journey, bu
s purchased
f your ideal
your existin
d insight to
r marketing
stomers.
eople whom
d services th
buyers’ prob
when and h
uyer person
d by individu
customer b
ng custome
o your mark
efforts attr
m you
hat solve
blems,
ow they
nas take
uals, not
based on
ers.
keting
ract the
7

8. Unde
Marke
erstandi
et Directions
The
While
respo
perce
Result
that m
expert
the di
For m
contac
www.
Ma
Marke
identif
Since 1
custom
unique
signific
We do
broad‐
profita
Our pr
your b
custom
money
ng the T
Boston (C)
e End
this paper
ndents who
nt of the tim
ts do vary g
marketers th
tise in orde
fficult sales
ore informa
ct Mary Ma
marketdire
arket
et Directions
fy and clarify
1994, we hav
mers in new w
e, hands‐on m
cantly increa
o this by usin
‐based electr
able ways to
romise to yo
business in a
mers see the
y and time, d
P
d
echnolo
Copyright 20
d
highlights g
o buy techn
me. It is the
reatly by in
hat wish to
r to get it ri
s process of
ation about
alaszek, mar
ectionsmr.co
Direc
is a full serv
y distinct ma
ve enabled o
ways. By ask
methodology
ase sales and
g a variety o
ronic data ga
understand
u? That as a
whole new w
m, and, equi
delivering yo
Please call f
design cons
gy Buye
015 All Righ
generally, a
ology, its in
e outliers fr
dustry. In s
survey buy
ight and in o
selling tech
t Market Dir
ry@market
om.
ctions
ice custom m
rketplace op
organizations
king the right
y enables se
d gain measu
of market res
athering—an
their custom
result of our
way. You wil
ipped with t
ur products
for a free s
sultation
r
ts Reserved
nd on avera
ntention is n
om the ave
stating that
ers, realize
order to pro
hnology.
rections’ te
directionsm
s Disco
market resea
pportunities.
s, both large
t questions a
enior market
rable compe
search tools—
nd present o
mers and the
r work, you w
l see your pr
his critical in
to new mark
M
(
m
w
survey
age our find
not to say th
erage that th
t, Market D
it is difficul
ovide inform
chnology su
mr.com, or v
over You
arch firm tha
and small, t
and analyzing
ting and sale
etitive advan
—from indivi
ur clients wit
eir environme
will understa
roducts and s
nformation, t
kets of eager
Market Directio
(617) 323‐1862
mary@marketd
www.marketdi
dings when
heses result
he most int
Directions an
t and requi
mation that
urvey proce
visit our we
ur Custo
t helps comp
o understan
g the answer
es executives
ntage.
idual intervie
th new, excit
ents.
and your cus
services as y
that you will
r, highly‐qua
ons | Boston
2 | (800) 475‐98
directionsmr.co
irectionsmr.com
surveying
ts occur 100
eresting.
nticipates
res
t supports
ess, please
bsite at
omers
panies to
d their
rs, our
s, to
ewing to
ting, and
tomers and
your key
save both
lified buyers
808
om
m
0
s.
8