Matching video content to technology buying committees

Illustration based on LinkedIn research New Research Gives Tech Marketers an Edge (and a Bridge)

This article looks at matching video content to technology buying committees. Illustration based on LinkedIn research. See New Research Gives Tech Marketers an Edge (and a Bridge)

LinkedIn recently came out with some research on technology buying that matches up well with Gartner’s recent re-imagining of the buying cycle, where members of a buying team cross back and forth as they progress through streams of activities designated Explore, Evaluate, Engage, and Experience.  (discussed in a previous blog post.)

The LinkedIn research uses the concept of a buying committee. Nearly half the members of this committee, work outside of IT (marketing, finance, facilities, sales). Half of the members are “individual contributors” or managers; half are senior executives.