There’s a feeling of doubt many marketers get at some point. You’ve just finished planning a campaign from start to finish and are about to go live, when you wonder: Is this going to work? Will this encourage the buyers to actually buy or have I missed something?
Enterprises selling technology products and services know exactly how challenging it can be to close a sale as today\’s buyers are experienced, sophisticated and demanding.
When we looked at B2B buying trends among IT decision-makers, and explore the three most persuasive factors for tech purchasing decisions
250 B2B professionals who are responsible for buying IT was asked to rank the factors that influence IT buying. Here are the top three:
- Business needs/demands from organization
- Need to improve top-line performance
- Need to reduce IT expenditure
The ranking shows that it’s very much a case of how the product affects the company as a whole, rather than the product itself.
According to the “U.S. Technology Marketing Report,” developed and commissioned by LAVIDGE, 40 percent of decision-makers prefer face-to-face meetings with vendors when considering purchases, and 52 percent are influenced by consulting colleagues and friends.
Perhaps the most interesting revelation in the report, is that 400 technology product and service decision-makers in the U.S., were drawn to advertisements that included the claims \”reliable\” and \”easy to use.\”
“B2B buyers are spending billions annually on technology products and services. To stand out in a competitive industry, marketers need to be strategic about their marketing media and messages,” said Stephen Heitz, chief innovation officer at LAVIDGE.
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