The demographic shift in B2B tech investments was exacerbated by the largest black swan event in living memory. The COVID-19 pandemic introduced radical change, especially in tech buying. It started with buying habits as 49 percent of tech buyers notably decreased their tech spending in 2020, according to TrustRadius 2021 B2B Buying Disconnect report. Of the money that was spent, a radical shift was geared towards teleconferencing.
The increase in remote connectivity and collaboration had a predictable impact on concerns with security and privacy, and tech buyers started emphasizing these two qualities higher than they used to.
All of this shows that moving forward, millennials who are in charge of B2B tech purchases care more about self-service, remote connectivity, data security and privacy than previous buyers. These are the new concerns that have to be addressed, and they have to be addressed through passively provided information.
It’s a large, rapid shift, and adapting will not be easy. Still, these are changes that can be made successfully when you alter your strategy. Provide good, direct information to your buyers. Allow them to discover that information on their own and make it easy for them to finalize purchases without having to go through a representative, and you will be ahead of the new trends.
One of the best ways for B2B tech marketers to reach their buyers at the right point in the buying journey is with professional thought leadership and tailored content that shows your product or solution solves core needs of your customer.
The new Content Marketing Bundle from the team at Yeager Marketing makes it easy for you to have fresh, high-value content for your marketing and sales efforts, including an e-book, whitepaper and infographic. The content we develop in collaboration with you is designed to meet your target buyers and guide them through the journey.