Tailoring Content to the IT Buying Cycle
It’s no surprise that the IT sales cycle is getting longer and more complex, with more and more players involved all the time. The move to “digital” means not only IT, but sales, marketing, operations and finance is and should be involved in everything from setting requirements to agreeing on budgets.
But specifically what content do each of these players need, at what stage in the sales cycle, and for what type of IT product?
To the rescue comes business networking site LinkedIn, with a survey of how 8,600 professionals in 11 countries purchase four types of products: Hardware for end users, software for end users, hardware for the data center and software for the data center. While it’s a long (76 pages) read, (and covers only products, not services) its well worth the time if you’re looking to fine-tune content in these four categories.
Until you download the report, some highlights.
The report found that IT sales are getting more competitive, with less than one in five large companies even willing to consider a new vendor. That makes it even more important, if you’re trying to crack a new account, to engage everyone involved in the purchase with engaging, relevant content.
Across all four product categories, the critical “vendor selection” stage typically involves four or more people, with any individual often engaged in more than one stage at any time. For every product type, the three stages that involve the most players are 1) the up-front needs assessment, 2) determining specifications and budget, and 3) implementation.
Although many vendors don’t consider this last, post-sales period part of the sales process, it’s actually critical, according to LinkedIn. That’s when, the report says, those who chose their product “…are very exposed and vulnerable…and need to know that the vendor” is there to help them prove to their bosses that they made the right product choice. Successful customers are more likely to stick with you for upgrades, and to recommend you to their peers – word-of-mouth that is often the most effective form of advertising in this social media age.
With my analysis in italics:
When talking to the finance types who influence the sale, “Be up front about the costs of implementation, not only financially, but also in disruption of productivity or operational downtime.” I think such honesty is a compelling draw for customers. But good luck getting your product managers to fess up to this, or your other customers to share such painful data.
Customers researching end-user software prefer Webinars over white papers. Makes sense as it lets the customer see the software, not just read about it. Webinars also makes it easier to get user feedback.
In the implementation stage, customers “…are the hungriest for rich content and information (but) are rather quiet” about asking for it. “Make it easy for them to self-educate and learn on their own. Maybe we should ask our technical writing peers for help with implementation guides, FAQs, best practices and ROI calculators to offer customers after, as well as before, the sale.
Data center hardware buyers are very closed to new vendors, and “prefer in-depth articles and engineering terminology over events, conferences or social media…” Ramp up the geek speak, but team your CTO or engineers with professional writers so their insights can also be shared with less technical folks on the evaluation committee.
Buyers of data center software find events and conferences more valuable as they move from determining the need to defining specifications and budgets. In-person schmoozing is where you get the real dirt about what works and what deals you can get from vendors. Rather than fight this, maybe facilitate it with your own networking events for customers?
Brave New Whirl
This is all a far cry from the relatively simple days (if they ever existed) of finding “the IT decision maker” and hammering them into submission over lunch or golf. It also makes for quite an uphill struggle, when so many companies struggle to produce enough content to support simpler sales cycles.
What’s your take on whether the buying cycle is indeed this complex, and on LinkedIn’s recommendations for navigating it?