Are You in the Game with your Hardware Buyers and Influencers?
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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 website Technology media Blogs, forums, boards Social media Length: 5 MONTHS 41 % of committee participates – Key: IT, Engineering, Operations, Project Management T E C H M A R K E T E R S : 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 • N E E D S S T A G E • 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 • S P E C S / F U N D I N G S T A G E • 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 • V E N D O R S E L E C T I O N S T A G E • 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 • M A N A G E M E N T S T A G E • 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 • R E NE W A L S T A G E • H E U • I M P L E M E N T A T I O N S T A G E • 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:
Transcript of Are You in the Game with your Hardware Buyers and Influencers?
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:
