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New EMEA & LATAM insights report looking into the dynamic Tech Challenger segment. Discover now.

The Anonymous Tech Buyer – your new lead generation target

To generate more leads, you need to talk to more of the people buying B2B Tech

How to generate leads: it’s the end-goal of your B2B demand generation strategy, and what tech marketers spend their time thinking about. Yet most of today’s tech buyers say they would go out of their way to avoid becoming a lead. So how do you market to them?


There has been a fundamental shift in technology buying. The era of the single IT decision-maker is over. The age of the Anonymous Buyer is here.

It’s time to adapt.

Meet the Anonymous Buyer

Today, four out of five employees are involved at some point in the tech buying process, and 50% of those tech purchases never go through formal approval. Technology buying has become a company-wide endeavour, and it’s difficult to know who’s really behind a new purchase.

Read the full article

What would you like insights on?

The Anonymous Buyer

How B2B tech marketers can market to the Anonymous Buyer

 

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Tech Marketing Strategy

Adapt your tech marketing strategy for success

 

 

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Prove ROI to your business

Showcase the impact tech marketing has on the bottom-line

 

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CMO Corner Interviews

Conversations with the brightest marketing minds in B2B Tech

 

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B2B Tech Research

Empowering technology marketers with insights to grow their business

 

 

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Resources for Marketers

Additional resources for your B2B tech marketing team

 

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The Anonymous Buyer

A woman sits on the ground while looking at her laptop with her dog behind her

Helping Anonymous Buyers Buy

Once the role of the B2B Tech Marketer was to help sellers sell to an audience happy to hear from them. Now that role has changed to helping anonymous buyers buy – and do so on their own terms.

Two co-workers discuss the anonymous buyer in front of a white board

06 Minute Read 

Five principles for building tech marketing strategies

  1. Flip the marketing funnel – earn loyalty first, then leads

     

  2. Invest in broader brand campaigns

     

  3. Recalibrate MQL targets

     

  4. Cultivate the three R’s : Reputation, Reviews & Recognition

     

  5. Find value-adding ways to introduce sales into the journey
Read now
Two co-workers discuss the anonymous buyer in front of a white board

05 Minute Read 

Sales and Marketing Alignment Research (European data)

  1. The four disconnects in sales and marketing alignment

     

  2. Data and a virtual world brings sales and marketing closer

     

  3. Aligning around the shortest time to customer value

     

  4. Towards a shared view of ROI

Read now
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B2B Technology Marketing Strategy

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Solving the Personalisation Paradox

How can you create personalised experiences for tech buyers who don’t want to share personal details? That’s the tech marketing personalisation paradox. And it’s a puzzle that B2B tech marketers need to solve if they’re to use social media to generate leads and acquire customers in the age of the anonymous buyer.

05 Minute Read 

The rise of the self-personalised buyer journeys

  1. Stop seeing personalisation as an upfront contact exchange

     

  2. Treat personalisation as an ongoing conversation

     

  3. Ask your audience what they’re interested in, what type of problem they’re trying to solve and what type of experience they want

     

  4. Answer an anonymous buyer’s next question, without them needing to ask

Read now
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Three co-workers discuss the anonymous buyer

06 Minute Read 

What Tech Marketers can learn from the rise of Freemium Models

  1. The crucial difference between Freemium and free trials

     

  2. Put the buyer at the heart of the experience

     

  3. Scale your user base and advocates

     

  4. Integrating Freemium thinking, even when Freemium is not an option

     

  5. Remove friction from the tech buyer journey

Read now
Three co-workers discuss the anonymous buyer

The Future of the Marketing Department

The quality of leads generated and revenue contribution are two of the main success levers in B2B technology marketing. And, 76% of those working in tech marketing said that lead quality was their top priority when asked by LinkedIn. 

So, how do you build a tech marketing department to deliver against the demand generation targets B2B tech businesses set?

What types of marketers do you need to meet your goals more effectively? Analysis of LinkedIn data across EMEA region reveals the five dimensions of top-performing B2B tech marketing teams - how you can rebalance brand and demand, and build a team of hybrid marketers. These insights can be applied to any organisation across the world.

08 Minute Read 

A framework for building the future B2B Tech Marketing Team

  1. Rebalance brand and demand

     

  2. Turn brand marketers into hybrid marketer

     

  3. Create audience-centric roles, not channel-centric roles

     

  4. Encourage cross-sector curiosity

     

  5. Build a learning culture for marketers
Read now
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Proving ROI to your business

A man works behind two grey computer screens

How tech marketers can prove the ROI of brand investments

There’s never been a stronger business case for B2B tech marketers investing in brand – here’s how to make the case to your colleagues in sales and finance that your tech marketing is building the bottom line.

The evidence for investing in brand as a tech marketer

More likely to move the needle on short term activation metrics like MQLs

Campaigns which deliver on brand metrics have 4x the impact on the business bottom line than those who don't

We found that the 20 businesses that are most effective at achieving lead generation objectives have 71% more of their roles given over to brand marketing

Three co-workers discuss a graph which represents growth on a large screen

06 Minute Read 

The Facts: The ROI challenge in B2B Tech Marketing

  1. 46% of digital marketers revealed that they have budget allocation discussions every month

     

  2. 77% of marketers attempt to prove the Return on Investment of their marketing campaigns within a month of them running

     

  3. And yet, the average B2B tech sales cycle is six months long

     

     

Find out how to change the ROI conversation for B2B Tech Marketing

Read now
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Introducing

The CMO Corner

Interviews with visionary marketers on all things B2B tech.

Read Now
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2022 LinkedIn Tech Challengers research EMEA & LATAM

A must read for strategic marketers looking to explore more the dynamic Tech Challenger segment in EMEA and LATAM.

Read the report

The Largest Global Research into B2B Tech Buyers

This is a must-read for global tech marketers, with focus reports looking at the dynamic tech landscapes across North America, Latin America, Europe, the Middle East and Africa, and Asia Pacific.

Explore the global report

2022 LinkedIn Tech Challengers research EMEA & LATAM

A must read for strategic marketers looking to explore more the dynamic Tech Challenger segment in EMEA and LATAM.

Read the report

The Largest Global Research into B2B Tech Buyers

This is a must-read for global tech marketers, with focus reports looking at the dynamic tech landscapes across North America, Latin America, Europe, the Middle East and Africa, and Asia Pacific.

Explore the global report

Additional resources for your Tech Marketing Team

Our research, guides and additional resources are here to help you and your B2B tech marketers thrive in the new tech landscape - explore them now.

New Global Research: The Age of Agility

10 minute read

 

New Global Research: The Age of Agility

Now in its seventh year, LinkedIn's largest survey of technology buyers and decision-makers provides technology marketers with insights to grow their business and navigate the road ahead.

Read now
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04 minute read

 

Explore our booklet: Revealing the Future of Tech Marketing

We reveal how to take the guesswork out of modern B2B tech marketing – and adjust your approach to thrive in the era of the Anonymous Buyer.

Read now
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Visit our B2B Marketing blog

Get fresh tips and insights for highly effective B2B technology marketing - the perfect content to share with your tech marketing team.

Read now

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