An enterprise typically makes a purchase because it needs to change to meet specific business needs. It involves a plethora of players in different roles who require different types of information at certain stages of the process.

A recent UBM TechWeb report found that more often than not, B2B technology marketers focus the majority of their efforts on the latter stages of the purchasing process, sometimes missing critical opportunities to make an impact.

Understanding the Technology Purchase Process: Reframing Your Marketing Around Customer & Organizational Needs was based on results from 860 business and technology professionals, drawing from their monthly transactions and engagements.

Researchers found that only 25 percent of respondents were involved in the "approve" phase, which usually occurs early in the process. Conversely, the majority reported bring active in later stages such as "determining need" (61 percent) and "evaluate and recommend" (64 percent).

"B2B tech marketers have been so focused on their product that they often ignore what information organizations need to make purchasing decisions," said Jonathan Vlock, director-client marketing strategy and a co-author of the report, as quoted by BtoB Online.  

Bookmark and Share