The buying process for cloud and data center software can be a nearly three year journey, with many tech marketers showing little consideration for new vendors. In addition — and to make efforts more challenging — buyers are a specialized crew of the enterprise. They include external consultants in addition to technical experts and business decision makers. But how do you, as the tech marketer, set sail for success with these sailors and win the lengthy purchase voyage? In this infographic, we’ll highlight routes you, the tech marketer, can use on your sales journey to ensure your tech buyers experience smooth sailing. All hands on deck for the data center software and cloud buying process!

1. Vendor
websites
Blogs
KNOTS
DON’T GET CAUGHT ADRIFT:
The Data Center Software Buying Process
The end-to-end buying process takes
approximately 35 months.
Purchasing touches 42%
of the organization.
Fewer than 1 in 5 companies are
considering new vendors.
Only a few functions play a role
in navigating the process.
IT, Engineering and Operations
speak up at every stage.
IT is the captain of the ship!
FULL STEAM AHEAD:
Who is the Buying Committee?
TOP PRODUCTS BEING PURCHASED
Are you steering your marketing strategy toward
key players in the buyers’ journey? Have you
plotted your content plan to serve today’s
technology consumers’ evolving needs?
ALL HANDS ON DECK!
Servers and
storage
58%
Network security
for data centers
38%
Cloud identity and
access management
32%
Private cloud/
virtualization
37%
Outsourcing services
for data centers
23%
Hybrid
cloud
23%
Wide area network
(WAN) optimization
22%
Show that you are trustworthy, credible
and understand the company’s business
model.
Focus early on educational content —
technical blogs should surface deeper in
the buying process.
HOW TO CHART YOUR
COURSE FOR SUCCESS
Avoid too much emphasis
on social media and events.
Cater to external consultants
who exhibit heavy sway in
the buying process.
Deliver quality content
across many formats.
These channels play large
roles during each leg of the journey.
KEY DIFFERENTIATORS
FOR STAYING AFLOAT
1
2
3
IMPORTANT CHANNELS ACROSS
THE ENTIRE VOYAGE
Highlight the scalability of your software.
Focus on helping the buying committee see ROI.
Share educational content that assists your buyers
with software enablement and optimization.
WHERE TO FOCUS BUYER SUPPORT
Forums Boards
Webinars
White
papers
SINK OR SWIM?Set Sail for Success with Your Data Center
Software and Cloud Buying Crew
CONTENT MAP TO ENSURE SMOOTH SAILING
Cast a vision for what’s possible with
the next generation of your software.
Leverage your subject matter expertise
to educate and excite clients about new features.
LinkedIn Tech Research, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process,” September 2015.
As a provider of software for data centers, it’s hard to make the
short list. What’s critical amid the stormy tech buying seas is
appropriately targeted content and support. Take specific action
based on the unique needs of your tech buyers with our new
research e-book, “Beneath the Surface: Taking a Deeper Look at
Today’s Empowered Tech Buying Process.”