For the past few years, B2B technology companies have seen an unprecedented shift in buying responsibility among their customers. Today, it’s often no longer the CIO, but instead the CMO, line manager or other business buyer who has emerged as the decision-maker on technology purchases.
The rise of this new buyer — typically senior management in marketing, sales and operations — has presented enterprise tech companies with new challenges. One of these challenges is how to create content to engage a buyer with less technological expertise and perhaps more focus on cut-to-the-chase results than IT buyers of the past.
Business buyers don’t conduct research and reach conclusions in the same ways as CIOs. They often start by seeking out high-level information to give them a grounding in a technology or industry niche, and then create a short list of prospective vendors based on a combination of third-party endorsement (such as via analysts, the news media, and social media influencers) and persuasive vendor content.