What B2B Marketers Overlook About IT Buyers
When IT buying decisions are made, who is doing the deciding? Who’s in the room? 57% of the decisions are made by committees of IT and non-IT professionals. Despite that group dynamic, business-wide needs are often overlooked by tech marketers.
The trend came to light in B2Buyology, a study on buying trends in the IT sector, which also revealed that 61% of buyers are frustrated by the lack of understanding around business needs in marketing campaigns. Let’s look at how B2B marketers can start to flip that stat.
What the IT buyer committee values
With more than half of IT purchasing decisions being made by committees of stakeholders from different departments, it’s no surprise that the factors that make and break a deal are broad. B2Buyology showed the most influential ones to be:
1. Business needs/demands from organisation
2. Need to improve topline performance
3. Need to reduce IT expenditure
4. Need to innovate as a business
Why non-tech factors affect tech ones
Both the committee dynamic and the cause of the top four factors are hard to pin down exactly, but they suggest that decision-makers recognise that IT products tend to affect the whole business.
Many staff work directly with technology, and, if they don’t, chances are they work closely with somebody who does and are still affected (albeit indirectly) by new IT products and services in their company.
How B2B marketers can understand and engage the IT and non-IT decision-makers
Think about the businesses that would use the product you’re promoting. What sort of goals would such a business have? Think about who’ll be in that room when the buying decision is being made. What departments will they be from? How will your product affect each of them and their team?
If you don’t know the answers yet, don’t worry. There are ways to find them out.
You can commission some B2B research to pinpoint your target market and how it’s segmented, or you can perform desk research – there’s a wealth of B2B data available online for free.
Those findings can be supplemented by interviewing your colleagues – speak to staff from your marketing, HR, sales, finance, operations and customer service departments (talk to as many as you can), and ask them how the product you’re marketing would affect them and what would pique their interest.
Off the back of that, you can tailor your marketing message. For example, you could create a business case for your product that addresses business needs and the effect on different departments – a valuable asset for your next campaign, which can make a lasting impression on IT buyers and win over everyone in the room.
Download B2Buyology for more insight into the buying habits of the IT sector.