Foreword.
by Steve Armenti. (Founder, ex-Google & Digital Ocean)
The hidden complexities of B2B tech buying and how marketing can cope.
We’re all experiencing the current headwinds in tech. Marketers, especially, are facing slashed budgets, increasing revenue targets, and unrealistic expectations from executives. It’s nerve wracking. We started 2024 with a solid strategy. But now the reality of budget cuts and new, bigger targets is bearing down on us. Am I good enough? What if I missed something? I hear this often.
Take a deep breath. You got this. This year will build character, strength, and resilience for marketers. Those with a growth mindset will adapt and reach new levels in their career. Companies like Inbox Insight are equipping marketers with cutting edge data and insights to be able to make informed decisions as we close out the year. In this year’s report you’ll learn:
COLLABORATION IS KING
80% of B2B purchases involve 4+ stakeholders
TIME IS A CRITICAL RESOURCE
72% of buying processes take 1-6 months.
TRUST DRIVES DECISIONS
90% of buyers are more likely to engage with recognized brands.
CONTENT CONSUMPTION IS EVOLVING
74% use LinkedIn for work content, but 57% also turn to YouTube.
So, what can you do with these insights today?
1:
Develop persona-based content strategies that support multi-threading at accounts. Create tailored content that addresses the specific concerns and priorities of your buying committee and distribute that content through account-based GTM activities.
2:
Develop thought leadership nurture campaigns that span 6+ months. Develop a series of high-value touchpoints (emails, retargeting, webinars, events) that reach prospects at each stage of the extended buying process. Focus on delivering value and building relationships over time.
3:
Expand your thought leadership program. Regularly publish content from the voices of leadership and experts in your company (in addition to your brand), tell the stories of your customers and their success. Position your company as a trusted authority in your space across all platforms where your customer engages.
4:
Invest in video content. YouTube is a safe decision, but LinkedIn is also moving towards a video first experience. You can use these platforms' advertising capabilities to target your TAL and buying committee and pipeline engagement.
This moment in B2B tech is an opportunity to define your career. "The obstacle is the way", says Ryan Holiday. By embracing the complexity we’re all dealing with, we can turn a pain point into a catalyst for growth. The B2B tech landscape is rapidly evolving. What we do this quarter may need to change next quarter. But each time you optimize you are building your story – your growth story. It's not about the situation we’re in, it’s about how we react and handle it that will define us.