Research and insights

Build on Brand Trust to Win Over Your B2B Tech Buyers

Anne-Sophie Pereira De Sá
Authored byAnne-Sophie Pereira De Sá

Data visualisation, insights (and macro data refinement) at LinkedIn

May 30, 2023

A person is sitting on top of an outdoor table working on her laptop. They are holding a phone. Juice and food are on the table.

Global disruptions and major macroeconomic headwinds are some of the key challenges faced by today’s organizations.  

Yet, they don’t intend to stop technology spending, understanding that technology is a source of growth, innovation, and productivity rather than merely as an operating cost. 

So business as usual for B2B tech marketers? Not exactly.  

Combining LinkedIn's The Future of B2B Tech Marketing in 5 Global Trends research with a special deep-dive in partnership with Global Web Index, we have uncovered the insights you need to know as you look to adapt to longer, more complex tech purchase journeys. Ready to dive in deeper?

Title/intro: Unlocking growth in uncertain times by LinkedIn and Global Web Index Understand the changing pace and complexities of B2B tech purchases, and what it takes to drive growth in uncertain times Part 1: Even in a tough economic climate, digital concerns take priority Looking at the top concerns of tech decision makers for their business moving into 2023: 44% say Cybersecurity risks 43% say Keeping up with technology Above other concerns such as Competition, Achieving profitability targets, Hiring talent/retention, Supply chain issues or The political landscape Organizations view technology as a source of growth: 71% of tech decision makers agree that technology investments help drive their organization’s growth Part 2: The B2B tech purchase journey has become longer and more complex 59% of tech decision makers say There’s a greater need to demonstrate ROI of a tech investment 47% that There are more stakeholders involved in the decision process and same percentage that The purchase cycle has got longer/more complex Part 3: Engaging with tech buyers in non-traditional ways can boost authenticity and trust Regarding the resources that typically relate to increased trust of a new technology product 55% of tech decision makers mention Customer testimonials 53% Relationships with sale reps 51% Industry expert reviews And regarding the stakeholders that have influenced tech buying decisions: 45% of decision makers mention Industry experts and analysts, above Customers (42%), Network of connection (42%), Employees (42%) or Company Executives (35%) Part 4: Brand trust matters now, more than ever, and Right now, trust is as important as price as both are listed by 67% of tech decision makers as a very important condition for tech buying purchases Part 5: Creating customer-centric content that speaks to their needs is vital 64% of tech decision makers feel that ads don’t always demonstrate a good understanding of their problems 62% feel that B2B advertising is too vague to be relevant to my interests With Your next customer could be on our platform Footer: Sources are 1) GWI recontact survey across 1,619 tech decision makers in the US (528 respondents), the UK (546 respondents) and India (546 respondents) between 16th January 2023 and the 13th February 2023 2) Data from The LinkedIn B2B Technology Buyer and Marketer survey, in association with B2B International, 2,095 technology decision makers (technology buyers), 2,124 senior marketing professionals in N.America, Latin America, Europe, Middle East, Africa and Asia-Pacific | Survey fielded May – June 2022 3) LinkedIn internal data (May 2023)

It's a challenging new world of economic uncertainty, and even the most seasoned B2B tech marketers are struggling with the FOMU factor--fear of messing up.  

Delivering ROI is important which is why price is a key factor however equally important is reputation. 

So, to win minds and share of wallet of future buyers, brand trust is critical.  

Your first mission? Understand the complex buying landscape, stay consistent in your messaging, and engage the entire buyer committee as a team. Then, find the relevant trusted influencers and build community and conversations. Finally, create memorable, distinctive content that speaks to your audience's needs in specific buying situations.  

You'll be well on your way to winning the longer, tougher battle of the B2B buying journey.  

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Topics: Brand building Research and insights Tech marketing

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