Brand to Buyer - Building B2B tech brands that shine

Written by Ohad Peter | Mar 8, 2023 11:02:25 AM

Now in its eighth year, the annual LinkedIn B2B technology market report takes a new, holistic approach. This year, they surveyed both technology decision-makers and technology marketers. LinkedIn took a deep dive into what buyers want, what marketers are delivering and what is and isn’t working - and IV-Lead is bringing your their findings (Read the global report here).

LinkedIn's insights should give technology marketers food for thought – and action! We highlight their opportunities for building a more engaging brand, and point the way for them to take advantage of the ongoing growth trends in the tech world.

Regional Tech Buyers and Marketers Insight

See the results from your region or find the insights discovered in the areas where your B2B technology buyers are most active.

North America

Europe, Middle East and Africa

Latin America

Asia Pacific

Living in today’s tech buyer’s world

As business’ dependence on technology continues to increase exponentially, today’s tech buyers find themselves at the centre of the corporate stage. No longer simply a support function, IT now underpins the entire business, across applications as well as all systems and processes.

of buyers see technology as a source of growth rather than merely as an operating cost

say they are more focused on finding new ways to improve their work than on keeping costs low

The evolution of tech marketing

Is technology marketing evolving to meet buyers’ changing needs? Recent shifts in spending priorities and operating strategies, in particular, reflect marketers’ moves to engage more effectively with buyers.

of marketers said they’ve substantially increased spend on social media over the last 12 months.

of marketers have increased reliance on outsourced services and manpower.

The 5 trends that can help B2B tech marketers build a better brand

Times are changing. Welcome to the opportunity for building brilliant B2B technology brands.

Trend 1	Get creative with your content strategy
Trend 2	Cheer on branding in its long-term race
Trend 3	Know that a good employer signals a great brand
Trend 4	Go digital - be where your customers are
Trend 5	Influence the external influencers

1. Get creative with your content strategy

Understanding the evolving challenges that buyers face has always mattered. But today, achieving impact means not just speaking to those challenges. It also means speaking to them creatively.

Discover the insights

of buyers feel that B2B advertising is too vague to be relevant to their business

of buyers feel that ads are not always appropriately targeting them

2. Cheer on branding in its long-term race

A common misconception persists that branding cannot be easily measured, relegating its position in the pecking order for budget allocation. While marketers rank branding high for long-term success, their budgets say otherwise.

Discover the insights

of marketers say corporate branding has significant impact on long-term success

marketers say that budget holders are skeptical of brand marketing driving growth causing challenges with securing budget

3. Know that a good employer signals a great brand

Buyers are looking beyond just features, pricing, and services when selecting vendors. They also consider whether a vendor’s values align with their own.

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of buyers say that working with technology brands that have a very positive perception as an employer is important to them

of marketers say that being perceived as a great place to work would have positive impact on a buyer

4. Go digital – be where your customers are

Ensuring marketing messages get heard means being where decision makers go for information. Which sources do buyers use the most? And which ones do they find most useful?

Discover the insights

Social media and search engine are the most used sources of information to support purchase decisions

Vendor websites are ranked as the second most useful source of information by buyers

5. Influence the external influencers

One key destination that buyers head to is outside advisors. Marketers need to get their propositions in front of those who can help advocate on their behalf.

Discover the insights

External IT consultants, integrators, and channel partners are ranked as the most useful source of information by buyers

of buyers turned to external IT consultants, integrators, and channel partners to support their purchase decisions in the last year

Read the full report for more findings and insights on what tech buyers want and how tech marketers can deliver.

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