4 Ways to Get Closer to the IT Buying Committee
April 21, 2016
Earlier this month, LinkedIn’s Technology Vertical Director, Mike Weir, and Microsoft’s Commercial Communications Director, Alex Bradley, sat down in New Orleans to chat about the future of marketing, sales, and B2B technology investments. Their discussion, framed against the backdrop of LinkedIn’s research on the IT buying committee and Microsoft’s inaugural Envision conference for business leaders, explored key insights for modern marketing and sales organizations.
Here are a few points for your organization to consider as today’s media mix moves from brand to demand and old power dynamics between marketing and sales begin to shift.
Rethink your targeting
The power of the purse has exceptionally diversified outside core IT and engineering functions when it comes to making modern technology investments. Now, marketing, sales, operations, human resources, and finance stakeholders all have skin in the game, and this evolution is a golden opportunity for tech marketers to reach new audiences — and tap into their respective budgets.
Activate value-based buyers
Gone are the days of pure product and spec-centric buyers. Today’s business decision makers want you to deeply understand their business models and convey how your solution will provide long-term value. As noted by Weir, “education is at the forefront [of today’s technology customer experience]. Professionals want to consume a ton of content and learn what best practices are out there before even considering a conversation with sales.”
There are a handful of strong strategies to help you tap into this thirst for knowledge. We recommend checking out slides from “Rethink the Tech Buyer's Journey, our latest webinar on this topic, and mapping our data on industry-specific content consumption patterns against your current marketing mix and editorial calendars.
Pipeline 2.0: Define and map a shared set of metrics
Marketing’s ability to educate, inform, and enable the sales function has drastically improved due to advances in marketing and CRM technology. Today, we can leverage various insights to reveal where buyers are in their journey and align internal marketing and sales metrics so that everyone is speaking the same language — and having personalized, relevant, actionable conversations with customers.
Get creative and consultative
The ever-complex world of consumer preferences now require brands to serve up content in a variety of forms and in highly dynamic ways. For example, why not turn your product one-sheeters into a video series showcasing various aspects of your solutions? That white paper you wrote — how about making it short-form and bite-sized. You have limited chances — and likely only a few minutes — to engage tech-savvy prospects. So make the most out of this experience and easily equip them with the knowledge and tools they’ll need while narrowing their vendor short list.
To recap, the marketing and sales dynamic can be greatly improved with smarter investments on customer-readiness and educational content focused on outcomes. Luckily, neither function can drive businesses towards success alone, so forward-thinking tech organizations have an army of valuable tools and data-driven insights to build awareness, drive demand, implement solutions, and foster advocacy.
Tech marketing is more complicated than ever, and it’s time to embrace the challenge or fall behind. Dig into our detailed learnings and download Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process