This is a report that shows what technology buyers actually do using real-life campaign data, rather than typical research that shows what buyers they say they do.
Knowing why and how organisations purchase technology is vital in creating a successful marketing and sales strategy. It goes far beyond knowing what content a CIO is reading. What is their staff doing? Who is doing the research? When are budgets released and much more.
In this report, we have drawn on several Kingpin data sources and campaign reports to shed some light on this buying journey. Critically, much of the following report is based on our proprietary data and insights platform, which means it documents what buyers actually do, rather than typical research that shows what buyers say they do.
Among the issues the report explores are:
- The broader consumption and engagement habits of the multiple stakeholders involved in an organisation’s buying team.
- The geographical differenecs among IT buyers, and their technology priorities and preferences on formats to engage with.
- The importance of an organisation’s channel partners in buying decisions.
- How best to measure attribution and ROI.
