Connect to the hearts and minds of today's tech buying committee

1. CONNECTING TO THE HEARTS AND MINDS of Today’s Tech Buying Committee The headline says it all. Today’s tech marketers must be mind readers and hand-holders. They must connect with tech buyers at every opportunity, and with messages that make an impact. It’s no longer “just the IT guy” tech marketers must affect. PLAYING A “MATCH” GAME WITH BUYING COMMITTEE MEMBERS A A The tech decision maker is no singleton. Stakeholders in Marketing, Finance, Sales and Operations each have a say in which tech product or vendor should win their devotion. A A BUT ONCE A DECISION IS MADE, IT’S UNLIKELY TO CHANGE WHEN IT COMES TO RENEWAL... Yes, winning business and becoming the tech partner of choice is hard. Once you’re “in,” however, the odds are stacked in your favor to hold that special place in tech buyers’ hearts: Only 19%–36% of buying committee members are considering new vendors. Only 17% of companies with budgets over $2 million will consider bringing in a new vendor. IT’S NOT JUST ABOUT THE PURCHASE. BE SURE TO CONNECT ACROSS ALL 6 STAGES OF THE BUYING CYCLE. 1 3 5 4 2 6 The buying cycle is a cycle with six stages that repeat, as shown here. The great news for tech marketers is that this affords many opportunities to cement a relationship:1 4. Implementation 5. Management 6. Renewal 1. Needs Analysis 2. Specs and Funding 3. Vendor Selection MATCH CONTENT TO TECH BUYERS’ THOUGHTS AND FEELINGS AT EACH STAGE For tech marketers, being able to craft content that connects with the hearts and minds of the buying committee at every stage is like holding the key to a lasting relationship. 1. Needs Analysis Focus: Identifying needs Feeling: Overwhelmed, yet open, ready to learn 4. Implementation Focus: End-user product delivery Feeling: Concerned about reactions 2. Defining Specs/ Determining Funding Focus: Price, performance, practicality Feeling: Pressed to beat multiple challenges with one product 5. Management Focus: Ease of use Feeling: Need for the vendor to make their jobs easier 6. Renewal 3. Vendor Selection Focus: Reliability, product support Feeling: Anxious and risk-averse Focus: Price, value/worth and customer experience Feeling: Need for cost justification and having expectations met BEYOND THE TECH COMMITTEE: MARKETERS MUST INFLUENCE THE INFLUENCERS Before you go off crafting the perfect marketing proposal, there’s one more thing to point out. 86% of tech buyers look outside the tech committee when making a decision. So, who are they looking to? 70% Professional peers 51% Technology users 45% Colleagues not directly involved in the process 22% Thought leaders 13% Friends and family 1% Others RIGHT CONTENT, RIGHT STAGE, RIGHT AUDIENCE, RIGHT CONNECTION Tech marketers have a lot of people to reach, so it’s important to note that the three stages that include the most stakeholders are: Needs Specs/Funding Implementation Do you have what it takes to win tech buyers’ hearts and minds? LinkedIn can help tech marketers reach tech buying decision makers and their influencers with targeted messages for the greatest impact with our in-depth research e-book, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process.” 1Andy Bartels, “Understanding Shifting Technology Acquisition Patterns,” Forrester, February 2014. LinkedIn Tech Research, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process,” September 2015.