A lot has been written about serious changes in IT buyer habits in 2012 and 2013. The consensus is that IT buyers are not talking to sales personnel until much later in the sales cycle. One reason for this change, some contend, is tighter budgets in 2013. Tighter budgets aren’t driving less engagmement. Better informed IT buyers don’t have much to talk with sales people about.
Let’s look for a moment at spending levels. We think that total IT spending in 2013 will increase over past years. Enterprise IT spending will increase, as well. All of these buyers might not buy PCs, Laptops, or on premise software, but they will still buy tablets, phablets, smart phones, cloud services, or a combination of products and services (that may include PC hardware and software as well).
Products need to be promoted online. IT buyers are online researching requirements, solutions, and customer experiences with specific products or even solutions. Product marketers have an opportunity to present these buyers with communications copy to build their interest.
Here’s a design for this online content: start with a simple text statement that presents, broadly, a pain point typical of a buyer of your product or service. Display on the same page customer testimonials, awards and company news. Use back pages of your site to present your specific expertise, management team, etc. From this content design one can see that IT buyers in 2013 look for sellers with direct experience meeting their needs, who can be trusted to deliver, expertly, on requirements.
Of course, producing persuasive content is not so simple. The most important of the three design cornerstones that we just presented, presenting the pain point, requires that sellers thoroughly understand their buyers. Product marketing must produce a very clear picture of a promising prospect. It won’t hurt to display that picture to sales personnel, customer service, and even technical staff.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved