Whether you’re working in retail, healthcare, property or sports, technology plays a crucial role in producing, delivering and marketing your products and services. The hardware and software that a business uses plays a key role in determining future success, and this is upping the ante for businesses looking to technology to give them the edge.
For B2B marketers and communications professionals this presents big opportunities, but new challenges too. Faced with winner-takes-all market dynamics, today’s C-suite decision-makers are increasingly taking interest in the vital role communications can play in differentiating their organisations from the pack. The communications function needs to prove how it helps drive revenue and profit for the businesses it represents.
There are rarely simple answers in the world of B2B communications. The B2B technology sales funnel is often long, arduous and complicated, with sometimes dozens of different stages, stakeholders and priorities to juggle. Reaching the right person with the right message on the right channel at the right time has never been more challenging for communicators looking to influence the decision-makers that matter.
That’s why we have produced our own proprietary research which looks at exactly this issue. The technology team at FleishmanHillard Fishburn, in partnership with TRUE Global Intelligence, conducted a survey among 250 UK business decision-makers, alongside interviews with members of the C-suite across different industries. Our goal was simple: to understand what the modern B2B technology buying process looks like today, and how communications can help drive sales.
Our research report is packed with facts, figures and anecdotal evidence around who is involved in the decision-making process, the influencers they turn to for guidance, the challenges they face, and the role PR and marketing plays across the whole sales journey. It’s an insightful read for anyone looking to influence the people responsible for purchasing technology today, and demonstrate to peers how communications can drive sales for B2B organisations.
We believe that building and protecting brand reputation is just as critical as brand and product marketing – and by doing both incredibly well, we help our clients to stand out and succeed in an increasingly competitive market.
Claudia Bate, Head of Technology
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January 21, 2021