Identify the Buyer: Who is Buying and Why?

It’s important to understand who your B2B tech buyers are so you can create content that speaks to their roles.

Overall, many of these decision-makers are senior leaders working in Information Technology departments within the software/technology, finance, and banking sectors.

SENIORITY LEVEL

32% Directors/VPs
22% Managers

DEPARTMENT AND REGION

76% Information Technology departments
57% based in the US

ROLE WITHIN THE BUYING TEAM

48% Ultimate decision-makers
22% Influencers

COMPANY SIZE

26% 500 to 999 employees
17% 1000 to 2499 employees

INDUSTRY

36% Software/technology
12% Finance and banking

Starting the Buyer Journey

Why do buyers begin looking for new solutions? Understanding what triggers their search and creating programs that address their pain points will increase lead generation and engagement. B2B buyers are looking for richer product capabilities that solve for challenges with their current technology, such as poor integration, poor customer service, and unmet business needs.

WHAT DOES THIS MEAN FOR MY BUSINESS?

Understanding the ‘who’ and the ‘why’ behind each buyer signal will help in planning outreach and messaging. Assess how your products and services align to the needs of the buyer, who they are, and why they are in market. Based on the research, buyers are entering the buying cycle mainly because of pain points that they have operating their businesses or with an existing vendor. Make sure that your messaging aligns to pain points that your customers want to solve and how by using your service alleviates this pain.