set sail for success with your data center software and cloud buying crew
TRANSCRIPT
Vendorwebsites
Blogs
KNOTS
DON’T GET CAUGHT ADRIFT:The Data Center Software Buying Process
The end-to-end buying process takesapproximately 35 months.Purchasing touches 42%of the organization.
Fewer than 1 in 5 companies areconsidering new vendors.
Only a few functions play a role in navigating the process.
IT, Engineering and Operations speak up at every stage.
IT is the captain of the ship!
FULL STEAM AHEAD:Who is the Buying Committee?
TOP PRODUCTS BEING PURCHASED
Are you steering your marketing strategy toward key players in the buyers’ journey? Have you
plotted your content plan to serve today’s technology consumers’ evolving needs?
ALL HANDS ON DECK!
Servers and storage
58%
Network securityfor data centers
38%
Cloud identity andaccess management
32%
Private cloud/virtualization
37%
Outsourcing servicesfor data centers
23%
Hybridcloud
23%
Wide area network(WAN) optimization
22%
Show that you are trustworthy, credible and understand the company’s business model.
Focus early on educational content — technical blogs should surface deeper in the buying process.
HOW TO CHART YOURCOURSE FOR SUCCESS
Avoid too much emphasison social media and events.
Cater to external consultants who exhibit heavy sway inthe buying process.
Deliver quality contentacross many formats.
These channels play largeroles during each leg of the journey.
KEY DIFFERENTIATORSFOR STAYING AFLOAT
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2
3
IMPORTANT CHANNELS ACROSSTHE ENTIRE VOYAGE
Highlight the scalability of your software.
Focus on helping the buying committee see ROI.
Share educational content that assists your buyerswith software enablement and optimization.
WHERE TO FOCUS BUYER SUPPORT
Forums Boards
Webinars
Whitepapers
SINK OR SWIM?Set Sail for Success with Your Data Center
Software and Cloud Buying Crew
CONTENT MAP TO ENSURE SMOOTH SAILING
Cast a vision for what’s possible withthe next generation of your software.
Leverage your subject matter expertiseto educate and excite clients about new features.
LinkedIn Tech Research, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process,” September 2015.
As a provider of software for data centers, it’s hard to make the short list. What’s critical amid the stormy tech buying seas is appropriately targeted content and support. Take specific action based on the unique needs of your tech buyers with our new research e-book, “Beneath the Surface: Taking a Deeper Look at Today’s Empowered Tech Buying Process.”