Creating “attention-grabbing” content is crucial for brands eager to tap into the psychological motivations of high-level tech buyers, according to a new study released late last week by Immediate Future and LAB.
The report analyses the behaviour and habits of senior IT and tech buyers across a variety of online platforms, including social media, with a particular focus on how psychological factors and neuroscience can play a role in the actions that B2B audiences take during their digital journeys.
It found that the once “clear line” between B2B and B2C marketing is being eroded by social media as chief technical officers and innovation specialists are now acting like consumers. This means that they are now regularly using content to inform themselves about brands and support decisions about where to buy from.
However, each tech buyer has differing underlying motivations, so brands need to gain a better understanding of their respective journeys to create a relevant strategy and deliver engaging content across the pipeline to drive action.
“Buyers rely heavily on brand content as they research, evaluate and compile their vendor short-lists,” LAB’s Sales and Marketing Director Tom Head said. “Savvy marketers should give them what they want, with useful, attention-grabbing content which they can also share with their peers in order to position themselves as thought-leaders. Status matters to these people!”
Immediate Future’s CEO Katy Howell added: “Creating content that senior IT professionals trust, that takes the right tone, and that is easy for them to like and share, will increase the chance of engagement.”