Post by account_disabled on Oct 6, 2023 22:44:59 GMT -5
IT purchases may still be signed off by a lead decision-maker – these days, a Chief Information Officer (CIO) or Chief Technology Officer (CTO). However, these ITDMs don’t shoulder responsibility alone. In fact, research from Gartner reveals that the modern IT buying process involves between 14 and 23 people.
This group acts as a support network for ITDMs, helping in scoping out needs in the early stages, and framing the priorities for an eventual award of business. Among them, according to the 2023 Brand to Buyer report, are representatives from marketing, business development, sales, and finance.
However, this group is not impressed with the state ofeeds Phone Number List you tech marketing. Nearly two thirds (64%) of tech buyers recently surveyed by LinkedIn said ads for tech solutions don’t seem to understand the problems they’re facing. Similar groups said advertising is too vague (62%) or doesn’t seem to target them (67%).
It is clearly time for tech marketers to try a new approach.
How Tech Marketers Can Expand Their Reach
In the age of buy-by-committee, ITDMs are among a chorus of voices that influence the buying decision. A wealth of recent research from LinkedIn and our partners outlines some of the practical steps tech marketers can make to reach that chorus and ultimately influence ITDMs.
Creative campaigns
The top trend uncovered in the Brand to Buyer report is the effectiveness of creative B2B marketing campaigns. This trend is gaining momentum recently, as seen in the recent LIONS State of Creativity Report and the debut of the B2B Creative Lion, a new award recognizing excellence in creative B2B marketing.
In fact, a successful creative campaign can increase sales by 10-20x. This is fantastic news to content creators, of course—because, let’s face it, creative marketing that speaks to the heart is more fun to produce. But, it’s also a challenge to up our game. When everyone is putting out innovative, creative marketing content, only the very best will earn attention and drive results.
This group acts as a support network for ITDMs, helping in scoping out needs in the early stages, and framing the priorities for an eventual award of business. Among them, according to the 2023 Brand to Buyer report, are representatives from marketing, business development, sales, and finance.
However, this group is not impressed with the state ofeeds Phone Number List you tech marketing. Nearly two thirds (64%) of tech buyers recently surveyed by LinkedIn said ads for tech solutions don’t seem to understand the problems they’re facing. Similar groups said advertising is too vague (62%) or doesn’t seem to target them (67%).
It is clearly time for tech marketers to try a new approach.
How Tech Marketers Can Expand Their Reach
In the age of buy-by-committee, ITDMs are among a chorus of voices that influence the buying decision. A wealth of recent research from LinkedIn and our partners outlines some of the practical steps tech marketers can make to reach that chorus and ultimately influence ITDMs.
Creative campaigns
The top trend uncovered in the Brand to Buyer report is the effectiveness of creative B2B marketing campaigns. This trend is gaining momentum recently, as seen in the recent LIONS State of Creativity Report and the debut of the B2B Creative Lion, a new award recognizing excellence in creative B2B marketing.
In fact, a successful creative campaign can increase sales by 10-20x. This is fantastic news to content creators, of course—because, let’s face it, creative marketing that speaks to the heart is more fun to produce. But, it’s also a challenge to up our game. When everyone is putting out innovative, creative marketing content, only the very best will earn attention and drive results.
