B-to-b marketers should focus on early stages of tech purchase process

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San Francisco—A new report from UBM TechWeb finds that b-to-b technology marketers often focus their efforts on the late stages of the technology purchase process. The report, “Understanding the Technology Purchase Process: Reframing Your Marketing Around Customer & Organizational Needs,” found that more business and technology professionals were involved in the early stages of the buying process rather than the later stages. Sixty-one percent of respondents said they were involved in the “determining need” phase and 64% were involved in the “evaluate and recommend” phase. Only 25% of respondents said they were involved in the “approve” phase. The report also concluded that many b-to-b marketers were not providing all the content necessary to help business and technology professionals make informed buying decisions. “B-to-B tech marketers have been so focused on their product that they often ignore what information organizations need to make purchasing decisions,” Jonathan Vlock, director-client marketing strategy and a co-author of the report, said in a statement. The report is based on an online survey of 860 business and technology professionals in July and August as well as analysis of online behaviors of enterprise decision-makers on UBM TechWeb sites.
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