Understanding enterprise technology buying: Lessons for vendor marketing

Today’s global macroeconomic environment is tough. The post-pandemic downturn, coupled with increasing inflation rates, has made the outlook uncertain. And while some sectors are buckling more than others, cost-cutting is happening across the board. There is a newly-charged financial discipline and rigour around enterprise purchasing decisions.

And while there is light at the end of the tunnel, serious pressure remains. A need to run even more efficiently. A push to improve customer satisfaction levels, and double down on retaining them. Reducing costs, improving the supply chain, improving financial reporting.

Technology plays a critical role in addressing these business needs and aspirations. Which means that the use of enterprise technology is mission-critical. But with tighter budgets and more scrutiny around costs, how can vendors ensure they are being considered as part of the enterprise technology buying process? How can they prove that what they’re offering is not only better than the competition, but it’s worth the investment? Where should they show up throughout the buying process, and how?

CCGroup worked with Coleman Parkes to understand how enterprises are approaching technology buying, the technologies they are prioritising, and the marketing channels and content formats they use to inform their purchasing decisions.

Download the full report to uncover:

Enterprises top technology priorities and budgets for technology spending
Key vendor attributes considered and required as part of the technology buying process
The most influential marketing channels for identifying and selecting technology vendor partners
The most influential marketing content formats for identifying and selecting technology vendors
Enterprises route to market for buying technology and the importance of the channel in the buying journey

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Understanding enterprise technology buying: Lessons for vendor marketing

Today’s global macroeconomic environment is tough. And while some sectors are buckling more than others, cost-cutting is happening across the board. There is a newly-charged financial discipline and rigour around enterprise purchasing decisions.