Buyers of data center hardware have many diverse product options — and as a tech marketer, you’re racing against the competition to sprint ahead and win their business. It’s important to know that these buyers are among the steadiest, with their purchase paths evenly paced and their needs consistent throughout the buying cycle. But how do you, as the tech marketer, go for the gold and win the buyer’s journey marathon?
In the infographic below, we show how it’s up to you, the tech marketer, to use the right tools and come out the champion. Race ahead for that gold medal!
Imposter Syndrome in Marketing & Why You're Not Alone
Become a Tech Marketing Gold Medalist for Your Data Center Hardware Buyers
1. MILE
26.2
+1
But often, slow and steady wins the race — as is the case
when marketing to buyers of Data Center hardware.
If you’re with them during each stride, your odds of
winning the gold will improve significantly.
BECOME A
TECH MARKETING
FOR YOUR HARDWARE
FOR DATA CENTER
BUYERS
Marketing to the tech buying
committee is a marathon, not a sprint.
GOLD MEDALIST
Servers
68%
YOUR GOLD-MEDAL ROSTER:
TITLES OF TOP IT BUYERS
GOING FOR GOLD:
TODAY’S MOST SOUGHT AFTER
HARDWARE PRODUCTS
Interaction with your brand is high throughout the
buying process, but you’ll want to break from the pack
when you hit the Vendor Selection, Hardware
Management and Renewal stages.
Buying stages are evenly paced,
and each one takes about
4–6 months.
Storage
64%
Routers
49%
Switches
45%
Racks
36%
Power and
Cooling
31%
Fewer than 1 in 5 companies
are considering new vendors.
LIGHTING THE TORCH:
HOW DO YOU COME OUT A CHAMPION?
GOING THE EXTRA MILE:
WHAT ELSE MATTERS TO
HARDWARE PURCHASERS?
STAYING AHEAD
DURING EACH LEG OF THE
DATA CENTER HARDWARE RACE
A specialized subset of buyers.
Unlike other technologies where different business
functions take on leadership roles throughout the buying
process, this committee is led by IT, Engineering
and Operations during key buying stages.
Highly advanced,
technical content wins.
Demonstrate
expertise and
a thorough
understanding of
your customer’s
business model.
THE DATA CENTER PURCHASE PATH
IT’S A STEADY BUT COMPETITIVE RACE
WHO IS ON YOUR GOLD-MEDAL TEAM
(A.K.A. THE BUYING COMMITTEE)?
NEEDS STAGE FOCUS:
Cost, reliability, speed and storage.
Gold Medal Tip:
Share proof of credibility, motivating
use cases and positive peer reviews
BUYER’S NEEDS AND SPEC ANALYSIS STAGE FOCUS:
Pricing is by far the most important.
Gold Medal Tip:
Conferences and events make an
impact at this stage only.
HARDWARE SELECTION STAGE FOCUS:
Most intense stage for communication.
Gold Medal Tip:
Vendor websites are the most
important at this stage (69%!)
TECHNOLOGY IMPLEMENTATION STAGE FOCUS:
A smooth implementation is critical.
Gold Medal Tip:
Buyers want specific content on storage,
reliability, support and security
TECHNOLOGY MANAGEMENT STAGE FOCUS:
Reaching out directly to sales and support.
Gold Medal Tip:
The buying committee stops consuming
case studies/success stories at this stage.
PURCHASE RENEWAL STAGE FOCUS:
Priorities remain the same, with focus on pricing.
Gold Medal Tip:
New product features or hardware
upgrades will generate excitement!
Earn their trust by
speaking their
language and
proving your brand’s
industry knowledge.
LinkedIn
2015
IT MANAGER
LinkedIn
2015
SYSTEM
ADMINISTRATOR
LinkedIn
2015
IT COORDINATOR
LinkedIn
2015
SENIOR NETWORK
ENGINEER
LinkedIn
2015
INFRASTRUCTURE
MANAGER
LinkedIn
2015
CTO
LinkedIn
2015
BUSINESS SYSTEM
ANALYST
LinkedIn
2015
DATA
TECHNICIAN
1
2
3
4
5
6
Brand perceptions,
above all, help
determine who
makes the
vendor short list.
Events and
conferences weigh
in less when
it comes to the
buying decision.
IT is the team MVP
Make sure you have what it takes to go the distance by checking
out our in-depth research e-book, “Beneath the Surface: Taking a
Deeper Look at Today’s Empowered Tech Buying Process.”
Go for the gold with your tech buyers!
LinkedIn Tech Research, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process,” September 2015.