April 5, '19
With the business landscape evolving as fast as technology itself, keeping up with the changing views of B2B audiences is constantly challenging.
We’ve created this quarterly report to give a snapshot of market trends and attitudes based on surveying real technology decision-makers.
Our hope is that these findings will help you plan and execute your PR and marketing strategies in a more focused and effective way, supported by up-to-date insight into your audience.
And while we’ve tried to let the research do most of the talking, we’ve also provided some advice at the end of this report in terms of how you can act on this information.
As always, if you have any questions or thoughts about any of the findings below, please do get in touch and let’s have a conversation.
When it comes to making tech purchases only 4% say that the CIO has the final say. Instead, it’s the CEO and the CFO that are most likely to be taking that call. A sign of the rising importance of tech, or of a diminishing role for the CIO? Either way, it means a change in comms focus for B2B brands.
When it comes to working with a tech provider, partnership is important to those making the buying decisions. Almost 9 in 10 say they want to work with their tech suppliers as partners, while 84% want to co-create. With tech transforming every aspect of our lives, this is perhaps recognition that companies need to adopt a collaborative approach to succeed.
There is little difference for decision makers when it comes to professional and personal choices according to 68% of our respondents, while 69% say they base a decision on how they feel about a brand. A reminder for B2B brands that they shouldn’t forget that real people are at the end of the process.
Our research showed a shift in companies’ preferences towards young, fast, innovative tech vendors. Almost a third say they would seek that over established, stable and reliable tech brands. A stat that highlights the value of regularly innovating as an organisation, both in terms of products and in the way you communicate to your audience.