B2B tech marketers are trained to identify, engage and convince IT decision-makers (ITDMs) – those all-powerful gatekeepers. And that would have represented a sensible tech marketing strategy – provided you were operating 20 years ago.
The fact is that the structure and mindset of IT buying decisions has changed, and research from LinkedIn demonstrates just how much it’s changed around the world. The survey of over 2000 tech buyers across Europe, the Middle East, and Africa revealed that in only 39% of cases is the IT leader the most influential voice in tech buying decisions. This underscores how tech buying has been transformed through a process of democratization and delegation.
These days, tech marketers need to broaden the audience they target. To do that, marketers must first understand the role of ITDMs and the mindset of those who are advising them.
Insights for how marketers can reach this wider audience are at the core of one of LinkedIn’s latest reports, Brand to Buyer: Building B2B Tech Brands That Shine. This report surveyed thousands of tech buying decision makers across the world and contains a wealth of information that will help marketers better understand how to reach new audiences.
Read on to discover insights from this report as well as other recent LinkedIn research on how tech marketers can reach this new audience.
From risk to reward – the new IT buying mindset
The mindset of technology buying has shifted from risk to potential reward – from a focus on maintaining to a focus on innovating. Data from the Brand to Buyer report shows that over half (55%) of tech buyers are proactively investing in tech solutions. This gives marketers an opportunity to frame their product as an investment in growing their potential customer’s company.
All of this requires tech marketers to address a far wider audience within the businesses they target. They must also cater to the very different priorities and mindsets of those involved in the buying committee. To do so effectively, they need brands that can inspire as well as reassure, and marketing strategies that can deliver personalised content to a range of different influencers.
The new IT decision-making audience
IT purchases may still be signed off by a lead decision-maker – these days, a Chief Information Officer (CIO) or Chief Technology Officer (CTO). However, these ITDMs don’t shoulder responsibility alone. In fact, research from Gartner reveals that the modern IT buying process involves between 14 and 23 people.
This group acts as a support network for ITDMs, helping in scoping out needs in the early stages, and framing the priorities for an eventual award of business. Among them, according to the 2023 Brand to Buyer report, are representatives from marketing, business development, sales, and finance.
However, this group is not impressed with the state of tech marketing. Nearly two thirds (64%) of tech buyers recently surveyed by LinkedIn said ads for tech solutions don’t seem to understand the problems they’re facing. Similar groups said advertising is too vague (62%) or doesn’t seem to target them (67%).
It is clearly time for tech marketers to try a new approach.
How Tech Marketers Can Expand Their Reach
In the age of buy-by-committee, ITDMs are among a chorus of voices that influence the buying decision. A wealth of recent research from LinkedIn and our partners outlines some of the practical steps tech marketers can make to reach that chorus and ultimately influence ITDMs.
Creative campaigns
The top trend uncovered in the Brand to Buyer report is the effectiveness of creative B2B marketing campaigns. This trend is gaining momentum recently, as seen in the recent LIONS State of Creativity Report and the debut of the B2B Creative Lion, a new award recognizing excellence in creative B2B marketing.
In fact, a successful creative campaign can increase sales by 10-20x. This is fantastic news to content creators, of course—because, let’s face it, creative marketing that speaks to the heart is more fun to produce. But, it’s also a challenge to up our game. When everyone is putting out innovative, creative marketing content, only the very best will earn attention and drive results.
Be direct
While creative campaigns can be highly effective, they also need to explain your product.
If your marketing materials require the customer to already be familiar with your brand, they simply won’t be effective. That’s according to respondents surveyed for the Brand to Buyer report: The top attribute customers are looking for in tech ads is “Understanding what the ads are trying to sell.” In other words, tell the customer what you do before you tell them how well you do it.
Thought leadership
Tech marketers should take note of other recent research from LinkedIn and Edelman. The 2022 B2B Thought Leadership Impact Report surveyed nearly 3,500 ITDMs about thought leadership content. The results were extremely promising: nearly all respondents (91%) said that even in an economic downturn, brands that provide non-critical services can get their business with effective thought leadership.
How? Thought leadership content has to be high quality and demonstrate one of three things: that it can save them money, that it can help them retain current customers, or that they can overtake their competitors.
B2B tech buying isn’t what it used to be. B2B tech marketing shouldn’t be either. Download the LinkedIn report Brand to Buyer: Building B2B technology brands that shine to start thinking beyond the ITDM – and start engaging everyone with an influence on buying choices.
Topics: Tech marketing
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