Brand to Buyer

Building B2B tech brands that shine

LinkedIn’s 8th Annual Technology Buying and Marketing Research

Now in its eighth year, the annual LinkedIn B2B technology market report takes a new, holistic approach. This year, we surveyed both technology decision-makers and technology marketers. We took a deep dive into what buyers want, what marketers are delivering and what is and isn’t working.

Our insights should give technology marketers food for thought – and action! We highlight their opportunities for building a more engaging brand, and point the way for them to take advantage of the ongoing growth trends in the tech world.

Discover the drivers in today’s Brand to Buyer world.

Regional Tech Buyers and Marketers Insight

See the results from your region or find the insights we discovered in the areas where your B2B technology buyers are most active.

North America

Read report

Europe, Middle East
and Africa

Read report

Latin America

Read report

Asia Pacific

Read report

Living in today’s tech buyer’s world

As business’ dependence on technology continues to increase exponentially, today’s tech buyers find themselves at the centre of the corporate stage. No longer simply a support function, IT now underpins the entire business, across applications as well as all systems and processes.

of buyers see technology as a source of growth rather than merely as an operating cost

say they are more focused on finding new ways to improve their work than on keeping costs low

The evolution of tech marketing

Is technology marketing evolving to meet buyers’ changing needs? Recent shifts in spending priorities and operating strategies, in particular, reflect marketers’ moves to engage more effectively with buyers.

of marketers said they’ve substantially increased spend on social media over the
last 12 months

of marketers have increased reliance on outsourced services and manpower

5 trends showing how B2B tech marketers can bring a better brand to buyers

Times are changing. Welcome to the opportunity for building brilliant B2B technology brands.

Swipe

Trend 1	Get creative with your content strategy
Trend 2	Cheer on branding in its long-term race
Trend 3	Know that a good employer signals a great brand
Trend 4	Go digital - be where your customers are
Trend 5	Influence the external influencers

Trend 1:
Get creative with your content strategy

Understanding the evolving challenges that buyers face has always mattered. But today, achieving impact means not just speaking to those challenges. It also means speaking to them creatively.

Discover the insights

of buyers feel that B2B advertising is too vague to be relevant to their business

of buyers feel that ads are not always appropriately targeting them

Trend 2:
Cheer on branding in its long-term race

A common misconception persists that branding cannot be easily measured, relegating its position in the pecking order for budget allocation. While marketers rank branding high for long-term success, their budgets say otherwise.

Discover the insights

of marketers say corporate branding has significant impact on long-term success

marketers say that budget holders are skeptical of brand marketing driving growth causing challenges with securing budget

Trend 3:
Know that a good employer signals
a great brand

Buyers are looking beyond just features, pricing, and services when selecting vendors. They also consider whether a vendor’s values align with their own.

Discover the insights

of buyers say that working with technology brands that have a very positive perception as an employer is important to them

of marketers say that being perceived as a great place to work would have positive impact on a buyer

Trend 4:
Go digital – be where your customers are

Ensuring marketing messages get heard means being where decision makers go for information. Which sources do buyers use the most? And which ones do they find most useful?

Discover the insights

Brand to Buyer

LinkedIn’s 8th Annual Technology Buying and Marketing Research

Regional Tech Buyers and Marketers Insight

Living in today’s tech buyer’s world

The evolution of tech marketing

Trend 1: Get creative with your content strategy

Trend 2: Cheer on branding in its long-term race

Trend 3: Know that a good employer signals a great brand

Trend 4: Go digital – be where your customers are

Brand to Buyer

LinkedIn’s 8th Annual Technology Buying and Marketing Research

Regional Tech Buyers and Marketers Insight

Living in today’s tech buyer’s world

The evolution of tech marketing

Trend 1: Get creative with your content strategy

Trend 2: Cheer on branding in its long-term race

Trend 3: Know that a good employer signals a great brand

Trend 4: Go digital – be where your customers are

Trend 5: Influence the external influencers

Trend 1:
Get creative with your content strategy

Trend 2:
Cheer on branding in its long-term race

Trend 3:
Know that a good employer signals
a great brand

Trend 4:
Go digital – be where your customers are

Trend 1:
Get creative with your content strategy

Trend 2:
Cheer on branding in its long-term race

Trend 3:
Know that a good employer signals
a great brand

Trend 4:
Go digital – be where your customers are

Trend 5:
Influence the external influencers