Join Us for a Tech Marketing Dinner Party
Transcript of Join Us for a Tech Marketing Dinner Party
RSVP
That’s a lot of needs to address, and “mouths to feed!”
PLEASE JOIN US FOR A
TECH MARKETINGDinner Party
SO WHAT TYPES OF MESSAGES ARE MOST APPETIZING AT EACH STEP OF THE SOFTWARE PURCHASE CYCLE?
The Software Tech Content “Menu” by Stage:
An evening filled with tasty content for hungrySOFTWARE BUYERS
When it comes to software investment, there’s a lot for buyers to sink their teeth into…It’s a smorgasbord of available software products. Software is often bought by committees and has greater reach into the business enterprise than any other technology investment. Tech marketers must cater to this committee’s unique tastes every step of the way.
RSVP
WHO’S ON THE GUEST LIST?Did you know that 8+ functions are typically represented on the software buying committee? That’s a big dinner party!
Each committee member consumes 3 pieces of content during each of the software buying cycles.
It’s up to you, the tech marketer, to make sure software buyers are filling up on great content at each stage. Leave them hungry and they’ll look elsewhere to fill their needs.
SEU Buying Stages
in Months
Identify Needs
Specs/Funding
VendorSelection
ImplementationManagement
Renewal
5 5 5 10 5 2
DON’T LET YOUR SOFTWARE BUYERS GO HUNGRY – SATISFY THEIR CONTENT CRAVING.
It’s a multi-course meal – ranging from snacks and appetizers to the meatiest content
and delectable desserts.
Webinars
Blogs
Forums/discussion boards
Case studies
Social media
Tech media
Analyst reports
Events/Conferences
NEEDS STAGE
Product information is key, especially how-to videos and self-directed demos.
ITOperationsEngineeringMarketing
FinanceProject ManagementBusiness DevelopmentSales and Support
And, they favor events and conferences more than any
other tech buyer.
Wait, what about whitepapers! Aren’t those the holy content grail? NOT for software buyers. Have whitepapers
on the menu, but don’t make them the main course.
TastyTIP
First Course
SPECSSTAGE
Highlight performance details with content that makes them accessible and easy, and helps determine how end users will feel.
SecondCourse
CHOICESTAGE
The committee is VERY active here. It’s all about inviting them to events, and keeping the good content coming.
ThirdCourse
IMPL.STAGE
Prove your worth here. How are you an implementation partner? How are you making things easier for the software buyer?
FourthCourse
MGMT.STAGE
Help them help you. They need your support more than ever. Message about benefits to their end users.
FifthCourse
RENEWSTAGE
What’s trending? Are you still supporting me? How is the software functioning now? All these content topics are relevant!
SixthCourse
Marketing Solutions
LinkedIn Blog
LinkedIn on Twitter
Want your best resource to build your marketing roadmap for today's software buyer? Check out our in-depth research eBook, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process.“
Sources:Andy Bartels. February 2014, Forrester, “Understanding Shifting Technology Acquisition Patterns”LinkedIn Tech Research, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process,” September 2015.
The proof is in
the pudding!
KEY INGREDIENTS FOR THE SOFTWARE TECH MARKETING MIX
The software buying committee definitely consumes a special marketing diet. When creating your next recipe for tech
marketing success, set the table appropriately:
End user software buyers are more receptive to new vendors−don’t give them a reason to forage elsewhere.
Software buyers show strong interest in events while selecting vendors.
“Cater” events to these buyers and they’ll keep coming back for more.
Software buyers use 4+ resources at the vendor
choice stage – here’s another chance for your marketing
content to stand out.
End user software has a long implementation phase and involves multiple participants with varying roles—so serve up rich content that
leads to increased chance for renewal.
Software buyers actively research more topics at the renewal stage. Create relevant content
to be part of this process.