Are you in THE GAME

with your Hardware Buyers and Influencers?

You know the key players, but are you marketing to them? Each stage of the purchase path is unique — and your

buyers’ needs will inevitably change. Do you know how to lead the charge? Do you know what content resonates best, and when? The way to winning over your customers’ hearts

starts first by understanding their needs, especially since only 1 in 5 tech buyers will even consider a new vendor.

Length:

2 MONTHS

HOW CAN YOU WIN AT THIS STAGE?

It’s not about you: focus broadly on education with easily accessible, comprehensive content

Establish yourself as a thought leader by sharing your subject matter expertise

15%Events

UNIQUE CONTENT ENGAGEMENT NEEDS:

Hardware for End Users: The Customer Journey Snapshot

Today’s end-to-end buying process spans

approximately 18 MONTHS

And purchasing decisions touch

71% of the organization.

Seeking this content at every stage:

Vendor websiteTechnology media

Blogs, forums, boardsSocial media

Length:

5 MONTHS

41% of committee participates – Key: IT, Engineering, Operations, Project Management

TECH MARKETERS:

Marketing Solutions

LinkedIn Blog

LinkedIn on Twitter

H.E.U.

76% of the committee is participating — Key: IT, Engineering, Operations, Project Management, Finance, Purchasing, Sales and Business Development

H

E U• NEEDS STAGE •

Length:

2 MONTHS

24%White papers

UNIQUE CONTENT ENGAGEMENT NEEDS:

HOW CAN YOU WIN AT THIS STAGE?

Show that you know your stuff and that you have their best interest in mind

Be clear about the overall cost of owning the hardware and what is going to be involved

46% of the committee is participating – Key: IT, Engineering, Finance

26% of the committee is participating – Key: IT, Engineering, Operations, Purchasing, Project Management

H

E U• SPECS/FUNDING STAGE •

Length:

2 MONTHS

HOW CAN YOU WIN AT THIS STAGE?

Influence the influencers – customers are active on a lot of different channels!

Prepare the troops! Prospective customers will reach out for support

H

E U• VENDOR SELECTION STAGE •

Length:

5 MONTHS

HOW CAN YOU WIN AT THIS STAGE?

Help the buying committee look good and they will help you look good at renewal

Demonstrate how your service/hardware is worth the cost and ensure everything runs smoothly

HOW CAN YOU WIN AT THIS STAGE?

Make sure your sales team can answer questions and provide service and hardware info

Exceed expectations

22% of committee participates – Key: IT, Engineering, Operations, Project Management, Business Development

40% of committee is involved – Key: IT, Operations, Engineering, Sales

H

E U• MANAGEMENT STAGE •

Length:

2 MONTHS

HOW CAN YOU WIN AT THIS STAGE?

Use ROI calculators and give them a sense of their future experience

You’ve made it this far, don’t stop now! Take every opportunity to interact with buyers

H

E U• RENEWAL STAGE •

H

E U• IMPLEMENTATION STAGE •

Are you snagging a coveted spot on the short list? Start building your new marketing roadmap unique to your tech audience with our step by step eBook.

Sources:LinkedIn Tech Research, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process,” September 2015.

UNIQUE CONTENT ENGAGEMENT NEEDS:

30%White papers

25%Event, conference

19%White papers

UNIQUE CONTENT ENGAGEMENT NEEDS:

UNIQUE CONTENT ENGAGEMENT NEEDS:

32%White papers

21%Event, conference

20%ROI tools, calculators

23%White papers

UNIQUE CONTENT ENGAGEMENT NEEDS: