Navigating a new purchase journey in IT
Today’s tech buying journey is completely different to just a few short years ago – and it’s also completely different to any other B2B purchase decision. To make it onto shortlists and secure new business, tech marketers need to chart a smarter course than ever. They need to understand who is influencing the buying decision for their specific product or solution – and how to convince these different members of the IT Buying Committee.
Last year, LinkedIn released a groundbreaking study showing how many different departments influence IT purchase decisions. This year, we’ve gone further. We’ve conducted in-depth research amongst IT Committee members in Europe to reveal how vendors are chosen in four of the most important IT sub-verticals – and the specific strategies marketers must adopt to influence those decisions.
Our European research “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process” is packed with in-depth data on the new purchase journey in IT, and actionable insights about how marketers can tailor their approach to improve their chances of success:
- How the IT buying cycle has become longer, more competitive and more complicated
- The 14 different departments actively influencing IT buying decisions – and the range of additional influencers who have a key role to play
- The content that can open doors at the six different stages of the purchase journey, and how to synchronise with sales and support to maximise effectiveness
- Why an always-on strategy is essential to accommodate the different timetables of IT Committee members
- How looking beyond the purchase decision itself can hold the key to sustainable business success
- Why it’s essential to tailor your approach to the way decisions are made in your IT sub-category
- Download our Beneath the Surface research, and start charting a smarter course towards success with the IT Committee.
Download our Beneath the Surface research, and start charting a smarter course towards success with the IT Committee.