1. The Anonymous Buyer is here to stay

By the time they reach out to you, a significant proportion of potential buyers have already researched your company. And, many purchasing journeys are longer than marketers realise.

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2. Established or Challenger? Buyers want both

Buyers want the innovation and flexibility offered by challenger brands. But they also want the reliability that experienced vendors can offer. You need to be both … at once.

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3. Say hello to the IT Facilitator

As business operations across become increasingly digital, IT decision makers have moved away from a top-down decision maker function to a key business partner that facilitates technology buying.

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4. The end user is your extended brand

Technology marketers are finding new ways to hero-create their end-user as potential buyers turn to social proof to increase their trust in a brand.

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5. Open Frontier: The Post Sales Gap is up for grabs

When does the marketing stop? Thinking further than initial spend, buyers are investing in an outcome, not a product. In a crowded market, those who offer reliable and industry-specific post-sales support will have an edge.

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