TECH SUPPLIER Dec 2020 - IDC Survey - Doc # US47080120

The Modern B2B Tech Buyer Disrupts Marketing's Playbook: Findings from the 2020 Tech Buyer Survey

By: Laurie BuczekResearch Vice President, CMO Advisory Practice, Warren LaneResearch Analyst

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Abstract

This IDC Survey addresses tech buyer digital behaviors while balancing their preferences for personalized communication. 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 how COVID-19 is impacting tech buying. This document is intended to help tech vendor executives better understand their buyers and therefore adapt their experience and marketing practices to improve customer experience and business results.


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