Sometimes being a tech marketer feels like being lost in the deep, dark woods without a compass, doesn’t it? You have a better chance of running into a bear or floating down the river without a canoe than effortlessly navigating the terrain to find your tech buyer. Because the tech purchase journey is a long and winding road, your best tools to build a meaningful relationship with customers is through winning content that is relevant and tailored to each critical phase of the sales funnel. In fact, a major obstacle noted by 80% of tech decision makers is the struggle to find quality information along their path to purchase and 72% of them are specifically looking for reliable and accurate content. So what are the rules of the road to ensure success with tech buyers? Let us be your guide!

1. FOR TECH MARKETERS
At this point, it’s becoming common knowledge that the
tech purchase journey is long, winding and involves many,
many people. But in order to locate these tech customers in
a meaningful way, the relationship you build and the content
you share will help you on your journey as a marketer.
In part 1 of this infographic, we’ll
shine a light on two essential rules to
guide you on the road to create
#winning content for every stage of
the tech purchase journey.
Make all your content toolkit interactive,
simple, accurate and unbiased.
The most essential content is:
Interactive. Interactive content has more fuel
to convert buyers – in fact, it converts buyers
moderately or very well 70% of the time,
compared to just 36% for passive content.²
Simple. A major obstacle cited by 80% of ITDMs is
being able to find quality information that is not
“overloaded” with jargon and confusing wording.²
Accurate and unbiased. 72% of ITDMs cite
“reliable and accurate content or information” as
being important.³ 69% point to “straightforward,
unbiased coverage” as a top characteristic.²
45%
of tech marketers
say content creation
and management is
their second most
successful tactic.¹
SURVIVALGUIDEBOOK
Part One
Content That Sells – And Keeps Selling
A
Two Important
Rules to Live By
TEC-BYR
77%
Case studies
69%
White papers
67%
Videos
63%
Webinars
61%
Research reports
RULE #2
Reach! Tech buyers need
to become familiar with
you and your product.
Your content should highlight:
Trends, strategies, management and technologies²
Blogs and newsletters (particularly helpful now)4
74%
of buyers choose the
company that’s the first to add
value to their buying vision.5
Nurture! Tech buyers need
to discover more about your
product and refine their short list.
Your toolkit should focus on:
Demos, best practices, how-to’s and checklists.6
67%
of tech decision makers are more
likely to consider a brand that educates
them about a solution throughout
each stage of the buying process.6
RULE #1
Stay tuned for part 2 of this infographic
and discover what important Rule #3 is.
We promise that the tech buyer
journey doesn’t end here!
http://lnkd.in/SurvivalGuide
The most effective
tech content tools are1
:
Step 1
REACH
NURTURE
ACQUIRE
Know what content
your tech buyers need at
each critical phase of the sales funnel.
Step 2
Collect! Tech buyers
need to validate their
final purchase decision.
Your content should focus on:
ROI tools, calculators and product demos6
Solution videos and detailed tech guides4
Reviews and case studies6
This is the best opportunity to
hook the customer and deliver
the exact solution they need!
Step 3
TO BE
CONTINUED
¹ UBM Tech 2015 Tech Marketing Priorities Study, October 2014 | ² Enhancing the Buyer’s Journey: Benchmarks for Content and The Buyer’s Journey. June 2014. Demand Metric Research Corporation
³ http://www.marketingcharts.com/online/it-decision-makers-top-content-needs-49754/ | 4 http://eccolomedia.com/eccolo-media-2015-b2b-technology-content-survey-report-vol1.pdf
5 SAVO Techniques of Social Selling: Just Do It! 2014 | 6 Nurturing the IT Committee, August 2014