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Building Brand Trust in an Era of Innovation
In a new solutions landscape, IT buyers seek expert partners they can trust.
Tech budgets are increasing, and so is the level of scrutiny for IT spending. Senior business leaders want a say in purchases that have big implications for their AI implementation plans and digital transformation strategies.
A wider range of stakeholders means more complex and longer buying cycles, and more audiences for vendors to engage. However, the situation also creates a major opportunity to establish themselves as trusted innovation partners.
We researched how tech buying is changing – here’s what we found
Buyers struggle to navigate a disrupted tech landscape
Say tech budgets have increased in the past year
Have difficulty keeping up with the pace of change in their industry
Say they struggle to differentiate IT vendors from one another
Buyer groups are changing – and marketers need to engage all members
Of buyers say buying committee seniority has increased
Have more than nine members on the buying committee
Say they chose a supplier that almost everyone on the committee already knew
Buyers evaluate vendors on innovation and emerging tech expertise
Say innovation is an important quality when researching vendors, the highest percentage for any characteristic
Say expertise in emerging technologies is important
Say detailed technical descriptions of a vendor’s offerings are important
AI raises the stakes for buying choices
Of buyers say their organizations are overwhelmed by the different AI solutions in the marketplace
Say that AI will fundamentally change their industry
IT brands regarded as responsible AI players get a 61% higher engagement rate
How do IT brands establish themselves as trusted experts and preferred suppliers?
Differentiate your brand and solutions to stand out from the competition
Engage the full buyer group, and tailor messaging to different stakeholder priorities
Emphasize innovation, but be ready to reassure through detail and evidence of expertise
Position your brand as a trusted partner on AI by speaking to buyers’ priorities and concerns
Talk to a specialist now
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