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The Age of Agility

Expect the unexpected. Prepare to adapt.

LinkedIn's 7th Annual Technology Buying Research

20/21 Global Report

In an era where business resilience is key, today’s evolving world of work has intensified technology’s role in empowering companies, employees and customers to achieve more, together.

Now in its seventh year, LinkedIn's largest survey of technology decision-makers provides technology marketers with insights to grow their business and navigate the road ahead.

Welcome to the Age of Agility.

Read the global report

Survey respondents and methodology

LinkedIn’s survey includes data from 5,894 technology decision-makers in North America, Latin America, Europe, Middle East, Africa, and Asia Pacific.

To qualify, respondents must have researched, evaluated, bought, implemented or renewed a new technology solution from one or more of the following subcategories within the last six months:

• Hardware for end users
• Software for end users
• Hardware for data centers
• Software for data centers

Respondent base includes samples from SMB, Mid-Market, and Enterprise companies.
Respondent base spans representation from the following business functions: finance, marketing, sales, business development, research and development, product, supply chain and logistics, legal and compliance, HR, procurement, IT, engineering, and communications.

Regional Tech Buyer Insights

Dig deeper into your region, or discover insights from where your B2B technology buyers are most active.

North America

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Europe, Middle East and Africa

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Latin America

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Asia Pacific

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5 trends for technology marketers in the Age of Agility

Win in the 2020s by working smarter, not harder.

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1. Empower the next generation of IT guides

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2. Aim for fame in the customer journey

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3. Address the committee’s paradox of needs

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4. Spark the virtual water cooler

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5. Seize the post-sale frontier

1. Empower the next generation of IT guides

With technology unlocking opportunities for a wide range of businesses, many non-IT functions are now involved in technology buying decisions. To meet the needs of diverse internal stakeholders, marketers can support IT's mission to act less like a gatekeeper and more like a guide.

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46% of technology decision-makers now represent customer-facing functions

52% of technology decision-makers collaborate most often with IT during the purchasing journey

63% of influential business functions sit outside of the IT department

How will you help unify a diverse set of business stakeholders?

2. Aim for fame in the customer journey

As the world reimagines what's possible through the use of technology, there is increased competition for buyer attention. To grow market share, marketers must invest in full-funnel efforts that build awareness, memorability, and favourability with new audiences.

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44% of purchasing journeys extend beyond one year

1 in 3 technology decision-makers have completed independent research before reaching out to a vendor

54% of technology decision-makers are responsible for identifying new problems that can be solved by technology

How will you stand out in a crowded market?

3. Address the committee’s paradox of needs

B2B technology purchasing decisions are driven by multiple team members with various needs and requirements. To win new customers, marketers must build consensus and align opinions held by technology decision-makers across the organization.

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76% of technology decision-makers report that experience and knowledge are key factors during vendor selection

1 in 2 technology decision-makers will consider a new product based on its innovative capabilities

2 in 3 technology decision-makers remain hesitant to award business to a new vendor

How will you demonstrate value against a vast set of requirements?

4. Spark the virtual water cooler

In a world of democratized buying, end user validation is a valuable commodity. To boost preference versus competitors, marketers can harness the power of community and social proof.

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1 in 2 technology decision-makers say professional peers, colleagues, and other end users drive new product awareness

1 in 2 technology decision-makers say social proof and peer validation increase trust in a new product

1 in 4 technology decision-makers say end users help to increase overall knowledge of a new product

How will you provide customer experiences worth talking about?

5. Seize the post-sale frontier

With budgets under greater scrutiny, post-sale support is paramount. To capture greenspace from existing customers, marketers should support efforts to increase cross-sell, upsell, and renewals.

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