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How to attract and engage today's tech decision makers with the right content at the right time at TECHconnect Singapore

Peter Hubert, Head of Insights, APAC navigated the dynamic and changing IT sales landscape and taught how to attract and engage today's tech decision makers with the right content at the right time.

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How to attract and engage today's tech decision makers with the right content at the right time at TECHconnect Singapore

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  1. Beneath the Surface Taking a Deeper Look at Today’s Empowered Tech Buying Process ​Peter Hubert ​Head of Insights, APAC 1

  2. ​Not so very long ago, when it came to technology purchases, IT was at the helm, but seemingly everything about the tech market is changing rapidly, particularly the target audience. ​How are you to keep up? 2

  3. 2.3+ million APAC LinkedIn members who influence IT decisions across departments and seniorities 3

  4. So, what’s beneath the technology purchasing surface? ​We surveyed 3,800+ technology decision-makers globally 4

  5. We looked at 4 key technology subverticals. Hardware for End Users Software for End Users Hardware for Data Centers Software for Data Centers  The decision making process journey  The key influencers on the process  The areas of interest and motivation  The content they want, when and where they’re looking for it… To bring a depth of understanding to… 5

  6. What we learned: It’s complicated. Complication #1: Complication #2: Complication #3: The buying process is competitive and long. Technology buying touches all aspects of business. The buying group each have their own agenda. 6

  7. Complication #1: The buying process is long, complex and competitive.

  8. Engagement is constant throughout the long journey… Engaged Directly with Vendors – Last 3 Months (% among buyers recently participating in each stage) Hardware for End Users Software for End Users Hardware for Data Centers Software for Data Centers 90% 80% 70% 60% 50% 40% Needs Specs/Funding Vendor Choice Implementation Management Renewal ​Hardware for End Users n=140-173, Software for End Users n=163-199, Data Center Hardware n=142-162, Data Center Software n=132-167 12 months+ ​Bases: Technology decision participants (last 3 months) in 11+ person companies across 11 major markets in each market who recently participated in each stage 8

  9. It’s more competitive than ever, but opportunities do exist. Technology buying ranges from extremely to very competitive (% who shortlisted a “new” vendor) Hardware for End Users Software for Data Centers Hardware for Data Centers Software for End Users 21% 25% 27% 42% Most Competitive Most Open 9

  10. Complication #2: Technology buying touches all aspects of business.

  11. 4+ functional groups can be involved at each stage. 62% 59% 52% 51% 50% 45% Needs Specs/Funding Vendor Choice Implementation Management Renewal 4+ functions (% among buyers participating in each stage) 11 11

  12. IT, Engineering and Operations are the visible players… IT Engineering Operations Project Management Business Development Finance Purchasing Sales Support 12

  13. …but the full committee is a complex group Hardware for End Users Software for End Users Hardware for Data Centers Software for Data Centers 1 1 1 1 2 2 2 1 1 1 2 2 2 2 1 1 1 2 1 2 2 2 1 1 2 2 2 2 2 IT Engineering Operations Prog. and Proj. Mngmnt Finance Bus. Development Support Accounting Marketing Purchasing Sales Research Consulting/Ext. Consultant 2 2 2 2 2 Importance to the decision process* 1 2 Extremely Important Very Important/ Important ​* Each function’s’ importance was ranked across four measures: 1) perceived leadership in six stages of buying; 2) likelihood of being cross-functional partner to a leading role; 3) propensity to be a formal decision maker; and 4) perceived influence on vendor opinion among those involved in Vendor Choice. Gartner source: http://my.gartner.com/portal/server.pt%3Fopen%3D512%26objID%3D202%26mode%3D2%26PageID%3D5553%26ref%3Dwebinar-rss%26resId%3D1871515 13

  14. Complication #3: The buying group each have their own agenda.

  15. What motivates this diverse group of decision-makers? Top Factors Driving Willingness to Engage Tier 1 audiences Tier 2 audiences IT Engineering Bus. Dev. Operations Proj. Mgmt. Finance Accounting Purchasing Sales Support Subject Matter Expertise Consultation/Education/Tools User Adoption Business Model Know/Trust Costs/Business Impact Product /Service Bases: N=32-598, recent technology buyers (last 3 months) in key functions In general, how important are the following factors in your willingness to engage with sales professionals and other employees of [technology type] vendors? 15

  16. Top reasons vendors make the short list (% among those considering “new” vendors) Hardware for End Users Hardware for Data Centers Software for Data Centers Software for End Users Cost-Price-Terms Cost-Price-Terms Fit Requirements Subject Matter Expert- Consult. Subject Matter Expert- Consult. Quality-Product Materials-Case Study-POC* Features-Functionality Reputation-Reviews Ease of Doing Business Quality-Reliability Cost-Price-Terms Support-Service User Experience References-Trust Ease of Doing Business Base: n=122 Base: n=86 Base: n=107 Base: n=148 Bases: Technology decision process participants (last 3 months) in 11+ person companies across 11 major markets who shortlisted a company that is “new” (i.e., their company never worked with it) 16

  17. ​So what does the Tech Purchasing Decision Making Process Look Like on LinkedIn? 17

  18. Meet Amanda Ong Amanda is part of the decision making process for Data Centre Software • She is an Information Technology Manager working in an Enterprise size High Tech Company • 18

  19. A bit about Amanda… 15 years in industry covering engineering, operations and information technology • Edu Skills Project Management B. Science Business Analysis Considering MBA Integration 19

  20. What is Amanda doing on LinkedIn? Amanda is using LinkedIn to connect with experts and engage with relevant content Website page views 3X Mobile vs. Desktop Connected on LinkedIn 3X 36% more Company Follows 2X Influencer Follows Content over jobs 7X 4X 20

  21. When is she seeking out content and for what needs? Hours spent researching at each stage – Last 3 Months 16 16 Amanda consumes 2 to 4 distinct pieces of content at each stage of the buying cycle 7 7 7 7 Needs Specs Vendor Selection Implementing Managing Renewing 21

  22. What sort of content is she looking for on LinkedIn? Mobile Computing Test Automation She is actively seeking content to become a better informed decision maker Cloud Computing DB2 IT Service Mgmt XML Information Security Scalability 22

  23. What else is she seeing on LinkedIn? 100+ Industries sponsoring content to profiles like Amanda’s in last 6 months Amanda is a popular profile Growth in number of companies targeting profiles like Amanda’s in last 6 months alone 28% Computer Software Financial Services Higher Education Top 3 23

  24. So what does this all mean? Top reason data centre software vendors make the short list: Subject Matter Expert- Consultation 1 Using the information she finds on LinkedIn, Amanda is evaluating her options, taking action and forming her short list 2 Features-Functionality 3 Cost-Price-Terms 4 Ease of Doing Business 24

  25. Put down your bearings: A strategy for open water Now we know:  The journey  The players  The areas of interest and motivation  The content they want, when and where they’re looking for it… 25

  26. Conquering complexity Know your audience Take action Engage with relevance Let us empower your strategic planning. Relevance is critical, call on us for audience insights (who, what, how) Gain admin rights to your company page and assess your content needs and resources such that you can deliver value now Build a content calendar for various personas, and at each stage of the sales cycle 26

  27. Thank you

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