How to reach the new breed of B2B technology buyer

Tech and service providers who understand how to engage today’s B2B tech buyer can drive more demand – and ultimately more revenue.

Targeting the B2B tech buyers of today isn’t what it used to be. The tech stack is no longer the exclusive preserve of developers. In today’s business, everyone from the HR department to the marketing team is fully stacked. And the likelihood is that individuals within each team will have researched the best options for them, making their own decisions on which vendors should be considered.

LinkedIn shows the dramatic reduction in IT’s purchasing influence manifesting itself. IT only retains its status as the most influential voice in a third (39%) of technology buying decisions, down from a staggering 75% in 2014.

This means that you must understand how to reach the new breed of B2B technology buyer. The tasks at hand are still to understand who your audience is, what their pain points are, how your solutions alleviate them and, ultimately, encourage them to change how they currently get things done.


Read our key takeaways from expert marketers on how to move beyond the IT department and engage the new B2B tech buyers and decision-makers.
Watch our webinar here: The non-IT crowd: Reaching today’s B2B tech buyer

So, the world has changed, but does your approach as a marketer need to change with it? Well, not as much as some might think. The fundamentals haven’t changed.

In some ways, though, that’s the easy bit. The real challenge in today’s overcrowded marketing landscape is getting those messages in front of your audience in creative and memorable ways that challenge the innate behaviour to avoid change.

At the end of the day, you’re not really selling technology. You’re selling freedom, simplicity, relaxation, a weight off one’s shoulders, more time in a person’s day… you’re selling change.

These areas are key to being able to effectively reach the new breed of B2B technology buyer:

  • A language that everyone understands: It’s not about features and function; it’s about speaking a language that helps the buyer do their job more effectively.
  • Digital-first content becoming the status quo: Creativity will differentiate you in a crowded market. Short and concise formats, and a buyer journey that incorporates a number of touchpoints.
  • Telling human stories through creative means: The sweet spot is blending creativity and empathy, using creative methods to tell compelling ‘human’ stories.
  • Really (really) getting to know your customer: Truly get in the heart of your customer’s pain points and challenges. Demonstrate your knowledge of the customer and communicate the tech you’re trying to sell.


Read more: These are extracts from a partnered report with B2B Marketing Reaching today’s tech buyer: Why the tech buying demographic has changed, and how B2B marketers can reach them.

It also includes thoughts from senior marketers from Sophos, IBM UK and Ireland, what3words and Commvault. Enjoy!

Our Work