Marketing to the modern tech decision-maker isn’t the straight and narrow path it once was. Today’s tech selling environment is a non-linear journey that is always evolving, which means it can be constantly full of new surprises along the way. And since the roadmap for targeting, nurturing and converting prospective technology buyers changes so rapidly, traditional lead generation approaches (for example, cold calls, gating content with lead forms, or buying leads) are in the rearview mirror. For tech marketers to be successful, the new road to success is targeting today’s tech decision-makers with the right content at the right time in order to accelerate the sales cycle and help them arrive at their destination more quickly. To illustrate this evolving tech landscape, we’ve laid out an infographic to showcase what tech marketers need to know to navigate the new IT sales roadmap – to help you stay on course with content that truly makes an impact.

1. 1
IDC 2012 Buyer Experience Study | 2
IDG’s “Enterprise Role and Influence of the Technology Decision-Maker” study, 2014 | 3
“The Social Bridge to the IT Committee,” commissioned study
conducted by comScore, Inc. in 10 countries on behalf of LinkedIn, Q3 2013 | 4
Nurturing the IT Committee Lead (LinkedIn PPT) | 5
IDG Enterprise’s 2014 Customer Engagement survey, “IT
Decision-Makers’ Top Content Needs,” January 5, 2015, by MarketingCharts | 6
Eccolo Media, October 2014 study
To find out how you can successfully target today’s tech decision-makers
with the right content at the right time to ease the purchasing journey,
accelerate the sales cycle and arrive at your destination sooner,
visit https://lnkd.in/TechBuyer
7
11.5
2x
TEC-BYR
Work
outsideIT
Workinside
IT
MONTHS +
CONTENT DRIVES
THE DECISION-MAKING
OF TODAY’S B2B TECH BUYERS
Marketing to today’s tech decision-maker can be
a long and winding road — on average, over five
months for an enterprise technology purchase.1
Traditional lead generation is in the rearview
mirror. Here’s what tech marketers need to
know to attract the new B2B decision-makers.
5
Up to 17 people
now influence major enterprise
technology purchases, compared
to just 10 in 2011.2
THEY PREFER
FAMILIAR ROUTES
45%
of technology
decision-makers work
outside IT in finance, sales,
facilities and marketing.3
EVEN MORE
DECISION-MAKERS ARE
IN THE DRIVER’S SEAT
Buyers typically
narrow their short
list to 3 vendors.3
Only 1 in 6
purchase from
a new vendor.3
92%
purchase from
vendors on
the short list.3
BUT THEY BURN
THROUGH INFORMATION
LIKE CHEAP GAS
EVEN AFTER
THEY’VE MADE
THEIR PURCHASES,
CONTENT IS KEY
80%
of tech buyers say it’s
important to receive
ongoing content.6
TEC-BYR
Download an average
of 7 informational assets
during the purchase process.3
85%
of tech buyers
find their technology
news and information
online.4
Are 11.5 times more
engaged with thought
leadership content.3
Are twice as likely
to engage with
product/industry news.3
SENIOR
DECISION-MAKERS:
ARE MORE LIKELY
TO CONSIDER A
TECH VENDOR WHO
EDUCATES THEM
THROUGHOUTTHE
PURCHASE PROCESS.4
69%
POINTTO
“STRAIGHTFORWARD,
UNBIASED COVERAGE”
AS A TOP
CHARACTERISTIC.5
63%
AWARENESS > SCOPE > PLAN > SELECT > IMPLEMENT
Tech industry news / strategy info
Best practices, how-to’s, checklists
Product / solution demo, software trial
Diagnostic / assessment tools
New Vendor
Tech buyers seek
specific types of
content throughout the
decision-making process:2
THEY WANT
ACCURATE,
UNBIASED,
EDUCATIONAL
ONLINE CONTENT
See ya soon!