Buyers want information about what they're purchasing before laying down cash. But comprehending tech talk can be daunting.
On June 22, San Antonio-based direct marketing solutions provider Harte-Hanks announced the results of its study Mapping the Technology Buyer's Journey, which focused on solving the dilemma of how to communicate with businesses interested in buying technology,
The study is based on findings from an 18-question survey posed to "500 technology and manufacturing managers, directors, vice presidents and CIO/CTOs in the business-to-business ... technology space," Harte-Hanks says in its study announcement.
The study's key findings (available in white paper form from Harte-Hanks) are:
- C-suite executives prefer talking to peers and colleagues to gain awareness of a particular technology product or service.
- After gaining the knowledge, the average organization evaluates 4.2 technology products/solutions before making a purchase decision.
- Fifty-six percent of senior managers are involved in technology purchase decisions, while 49 percent of C-level executives—other than chief executive officers—are involved. Just 28 percent of presidents and CEOs do the choosing, while 24 percent of middle managers and 15 percent of staff do the same.
- Larger companies are more likely than small and medium-sized enterprises to speak with industry and technology analysts and to request case studies during the evaluation process.
- Only 52 percent of small companies require an on-site presentation prior to purchase, while 67 percent of medium companies and 77 percent of large companies require the same.
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