In our Tech Marketing Dinner Party infographic, we provide key tidbits to keep your buying prospects delightfully dabbling in great content throughout their entire purchase journey. Read on to discover: - Your buying committee’s full guest list - The content diets that appeal to everyone’s palate - The menu of messages you should feed to your customers at each stage

1. RSVP
That’s a lot of needs to address,
and “mouths to feed!”
PLEASE JOIN US FOR A
TECH MARKETING
Dinner Party
SO WHAT TYPES OF MESSAGES ARE MOST APPETIZING
AT EACH STEP OF THE SOFTWARE PURCHASE CYCLE?
The Software Tech Content “Menu” by Stage:
An evening filled with tasty content for hungry
SOFTWARE BUYERS
When it comes to software investment, there’s a lot for
buyers to sink their teeth into…It’s a smorgasbord of
available software products. Software is often bought by
committees and has greater reach into the business
enterprise than any other technology investment.
Tech marketers must cater to this committee’s
unique tastes every step of the way.
RSVP
WHO’S ON THE GUEST LIST?
Did you know that 8+ functions are typically
represented on the software buying committee?
That’s a big dinner party!
Each committee member consumes
3 pieces of content during each
of the software buying cycles.
It’s up to you, the tech marketer, to make sure software
buyers are filling up on great content at each stage.
Leave them hungry and they’ll look elsewhere to
fill their needs.
SEU
Buying Stages
in Months
Identify
Needs
Specs/
Funding
Vendor
Selection
Implementation
Management
Renewal
5 5 5 10 5 2
DON’T LET YOUR SOFTWARE BUYERS GO HUNGRY –
SATISFY THEIR CONTENT CRAVING.
It’s a multi-course meal – ranging from snacks
and appetizers to the meatiest content
and delectable desserts.
Webinars
Blogs
Forums/discussion boards
Case studies
Social media
Tech media
Analyst reports
Events/Conferences
NEEDS
STAGE
Product information is key,
especially how-to videos
and self-directed demos.
IT
Operations
Engineering
Marketing
Finance
Project Management
Business Development
Sales and Support
And, they favor events and
conferences more than any
other tech buyer.
Wait, what about whitepapers! Aren’t those the holy
content grail? NOT for software buyers. Have whitepapers
on the menu, but don’t make them the main course.
Tasty
TIP
First
Course
SPECS
STAGE
Highlight performance details
with content that makes them
accessible and easy, and helps
determine how end users will feel.
Second
Course
CHOICE
STAGE
The committee is VERY active
here. It’s all about inviting them
to events, and keeping the
good content coming.
Third
Course
IMPL.
STAGE
Prove your worth here. How are
you an implementation partner?
How are you making things
easier for the software buyer?
Fourth
Course
MGMT.
STAGE
Help them help you. They
need your support more
than ever. Message about
benefits to their end users.
Fifth
Course
RENEW
STAGE
What’s trending? Are you still
supporting me? How is the
software functioning now? All
these content topics are relevant!
Sixth
Course
Marketing
Solutions
LinkedIn
Blog
LinkedIn
on Twitter
Want your best resource to build your marketing roadmap
for today's software buyer? Check out our in-depth research
eBook, “Beneath the Surface: Taking a Deeper Look at
Today’s Empowered Tech Buying Process.“
Sources:
Andy Bartels. February 2014, Forrester, “Understanding Shifting
Technology Acquisition Patterns”
LinkedIn Tech Research, “Beneath the Surface: Taking a Deeper Look
at Today’s Empowered Tech Buying Process,” September 2015.
The
proof is in
the pudding!
KEY INGREDIENTS FOR THE
SOFTWARE TECH MARKETING MIX
The software buying committee definitely consumes a special
marketing diet. When creating your next recipe for tech
marketing success, set the table appropriately:
End user software buyers
are more receptive to new
vendors−don’t give them a
reason to forage elsewhere.
Software buyers show strong interest
in events while selecting vendors.
“Cater” events to these buyers and
they’ll keep coming back for more.
Software buyers use 4+
resources at the vendor
choice stage – here’s another
chance for your marketing
content to stand out.
End user software has a long
implementation phase and involves
multiple participants with varying
roles—so serve up rich content that
leads to increased chance for renewal.
Software buyers actively research more topics
at the renewal stage. Create relevant content
to be part of this process.