Where do Enlightened Tech Buyers seek information — and what do they care about?
Making a hardware or software decision for an organization is no easy feat. It requires input from trusted sources and validation from external stakeholders such as industry colleagues and peers.
Learn more about the needs and preferences of Enlightened Tech Buyers when considering and selecting a new business technology investment.
Decision-makers leverage credible insights from peers, influencers, and online communities.
Vendor websites, forums and other online sources pay a large role in the consideration process.
Professionals explore a vendor’s website when seeking information to inform a purchase (52%).
Buyers are influenced by qualified feedback found on blogs, forums, and product review sites (88%).
Decision-makers use LinkedIn to learn more about technology solutions for their businesses (55%).
Network effects are reshaping the way B2B decisions are made. With access to more information and feedback, savvy buyers will turn to the digital sphere, where trusted peers are most active in conversations that matter most to their professional interests. Make your marketing count by creating memorable online experiences that provide knowledge and value.
Businesses are focused on the outcomes that new technology can provide.
Enlightened Tech Buyers shortlist vendors who demonstrate value and dependability.
When learning more about solutions, 55% of Enlightened Technology Buyers list LinkedIn as their top online resource.
37% of Enlightened Technology Buyers turn to CNET to find information about hardware and software solutions.
Only 17% of Enlightened Technology Buyers use Facebook to research new hardware and software solutions.
Enlightened Tech Buyers are vetting more options than ever to empower their business objectives. To stand out, marketers must combine the power of a strong, credible brand with the capabilities of powerful, efficient solutions. We recommend leveraging unbiased customer reviews to help bring your product stories to life. Show buyers why a certain technology can solve impactful, real-world challenges.
Buyers have needs that depend upon quality, flexibility, and customer service.
The most important factors for choosing a vendor or partner today are:
Overall product/service quality ▼
Ability to meet customer needs consistently ▼
Availability of customer support ▼
Range of products/service solutions ▼
Turn customer feedback into marketing content. This can be in the form of testimonials, how-to guides, and case studies. A good place to source input is either from sales or the customer success organization.
Newly redesigned, your LinkedIn Page makes it even easier to foster active communities with customers. Take advantage of content suggestions, which surface top trending topics within your target audience, to help hone your content strategy.
Engage key stakeholders throughout the technology buying process with a clearly defined marketing strategy, powered by LinkedIn.
To learn more about how LinkedIn can help you reach, engage, and build relationships with every member of the buying committee, connect with an account representative today.