TECH SUPPLIER Nov 2021 - IDC Survey - Doc # US46331421

Yes Marketers, B2B Buyers Are Digital First, Digital Always

By: Laurie BuczekResearch Vice President, CMO Advisory Practice

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Abstract

This IDC Survey addresses tech buyer digital behaviors while balancing their preferences for personalized communication. The survey examines the role of human interaction in the buying journey as the acceleration of digital buying preferences occurs. The survey explores trust factors and the impact of trust and customer experience on the buyers' willingness to purchase vendor products. It examines tech buyers' propensity to publicly speak out following a positive experience or a negative experience. The survey spotlights areas where generational differences exist and impact marketing approaches. The survey highlights factors impacting tech buying and tech spending. This document is intended to help B2B tech vendor executives better understand their buyers and therefore adapt their experience and marketing practices to improve customer experience and business results.

"B2B tech buyers are undeniably digital first and digital always in their buying journey. Leaders in customer-centric marketing will rise to this moment, embracing the role of conductor of the orchestra, designing self-service digital and digital sales experiences across connected channels with connected, personalized content," says Laurie Buczek, research vice president, CMO Advisory practice.


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