Tech Buyer Journeys: Prioritize Product Familiarity

Tech buyers' preference for digital purchasing experiences is directly linked to their familiarity with the product or service. A survey from Gartner of 148 tech buyers showed that 64% preferred a fully digital experience when familiar with a product. They valued speed, convenience, and the ability to conduct self-research.

However, even with familiar products, buyers sometimes seek human interaction to:

• Ask questions
• Understand future product directions
• Assess intangibles
• Improve negotiation options

When buyers are less familiar, human interaction is crucial to:

• Understand potential use cases
• Ask questions
• Gain personalized advice
• Build vendor relationships
• Consult experts

Key Takeaways for High-Tech Product Leaders

• Digital-First, But Not Digital-Only: Even when buyers are likely familiar with your product, offer opportunities for human interaction. Some buyers may still need help and clarification to feel confident in their decision.
• Empower Digital Confidence: Design your digital experience to help buyers make informed decisions. Provide tools to clarify goals, complete critical tasks, and plan deployment, building confidence throughout the journey.

The Bottom Line

Tech buyers are more confident when they're familiar with products, leading them to prefer digital purchasing. Adapt your sales strategy to cater to varying levels of familiarity:

• High Familiarity: Focus on enabling a seamless digital buying experience, from research to purchase.
• Low Familiarity: Prioritize easy access to your sales team and technical experts at key points in the buyer journey.

Remember, a buyer-centric approach that acknowledges product familiarity is key to success in the high-tech B2B space.