How to Use Content to Influence B2B Technology Buyers

February 20, 2014 by

The B2B technology buying process involves more decision-makers than ever before. If you want to create content that helps you attract high-quality leads and turn them into customers, you must tailor your content for all of your audiences. This means you need to develop content not only for early-, mid- and late-stage leads, but also for all of the stakeholders within your customers’ organizations.

Related Class: How to Generate More Leads by Targeting Personas through Search and Social

According to a TechTarget Media Consumption Report, “corporate IT buying is a team decision-making process with 95% of IT buying teams having more than 2 members. The majority work in teams of 2–7 with a significant number of teams having 10 or more members.”

Here are examples of people who may be involved in the B2B technology buying process, along with what they are looking for in your content:


Researchers are typically junior employees whose boss has asked them to research a specific product or service. Although these people usually do not have buying power, they have a lot of influence.

Researchers are often the first people who will visit your website to gather information. You want to make it easy for them to find what they need and pass it along to their boss. They may download your white papers or check out your blog to see if they like what you’re talking about. It’s also a good idea to provide them with a PDF overview of your products or services – such as a data sheet – so they can easily forward the information to their boss.

End users

Your end users want to know that your solution works and will make their lives easier. Provide them with case studies and unbiased reviews from customers who have used your products and services. End users may also be interested in attending webcasts, watching demos, participating in forums and joining user groups.

IT influencers

If you sell technology products or services, your customer’s IT team will want to know how your solution will impact their network. Will it simplify things or make things more complex? How easy is it to implement your solution? How will it affect their network security? Be sure that your marketing materials address these concerns. You may need to create separate content geared specifically toward IT to answer these questions.

Finance decision-makers

Financial influencers will want to know if your product or service is worth the investment. After all, they are the ones who will sign your checks. Be sure to demonstrate your value in all of the marketing materials that you provide them – such as case studies, ROI calculators, data sheets, brochures and webinars.


Executives want proof that your products or services will help them reach their business goals and achieve ROI. Make sure that all of your content discusses the key business challenges that your customers are facing and how your solution helps to solve these challenges. White papers, case studies and ROI calculators can be valuable when you want to influence an executive.

Figure out who your key stakeholders are and create buyer personas for all of them. Learn how to identify these potential customers, build content that will educate them about your business, and compel them to move towards purchase in the Online Marketing Institute's Demand Generation Certification Program.

Enroll today to gain  an understanding of their needs and the types of content that will most appeal to them.  

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