The 3 Most Influential Factors For B2B Tech Buyers
There’s a feeling of doubt many marketers get at some point. You’ve just finished planning a campaign from start to finish and are about to go live, when you wonder: Is this going to work? Will this encourage the buyers to actually buy or have I missed something?
Our B2Buyology research report looked at buying trends among IT decision-makers, and here we explore the three most persuasive factors for tech purchasing decisions in B2B, and how marketers can use business cases to tick all three at the final hurdle.
We spoke to 250 B2B professionals who are responsible for buying IT, and asked them to rank the factors that influence IT buying in their organisation. Here are the top three:
1st Business needs/demands from organisation
2nd Need to improve top-line performance
3rd Need to reduce IT expenditure
That ranking shows that it’s very much a case of how the product affects the company as a whole, rather than the product itself.
It’s consistent with the report’s finding that 57% of IT buying decisions are made by committees of IT and non-IT professionals.
What does it mean for tech marketers?
The absence of product features and benefits from that top three means that, while there’s a time and place for that sort of technical detail, they don’t carry too much sway when businesses are making tech purchasing decisions.
So what kind of content do marketers need to resonate with those factors?
Influential content types
There are a few content options that can help you make the final cut.
Case studies, benchmarking tools, and recommendations are some of the most effective information sources for making a CIO’s selection.
Product business cases are another excellent content type. The great thing about a business case is the logic behind them: if a business needs to allocate any resources, then a precise business need should be addressed.
So right from the very beginning, a business case has sound reasoning behind it. It’s in its DNA.
That focus on ‘the need’ means business cases tick the top three influential factors in IT buying: business needs/demands from organisation (check), improve topline performance (measurable results are at the heart of a good business case), and reducing IT expenditure (investment viability is part of the initial logic).
The business of writing a business case
Business cases should be tailored to how your product or service addresses your audience’s business needs and there’s no set in stone format for them. It could be a written report, presentation, verbal pitch, video, or maybe an infographic – whatever works best to show the value of your product.
Regardless of the format, the writing of a business case needs to cover how a business need is being addressed and the reasoning for the investment. Check out the SlideShare below from Infinite Growth – while it tackles how to write a business case for an internal project, the thinking can be applied to business cases for marketing collateral.
Knowing what influences IT buying decisions means tech marketers can create effective pieces of content that actually helps turn qualified leads into customers.
A business case is one of the most influential pieces of content tech marketers can create – a prepared, structured argument, which IT decision-makers can refer to when they sit down and decide which vendor to buy from
Download B2Buyology for more insight into the buying habits of the IT sector