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To understand how buyers navigate the B2B technology purchasing process, let’s take the example of an IT director who works for a mid-size company. IDC found technology buyers spend 18.6% of their time, or the equivalent of almost 1 day per week, on pre-purchase IT product or solution-related activities.
It’s a challenge for buyers to find useful, high-value content that truly helps with their buying decision. Our buyers’ desire to self-educate and spend a great deal of time researching before they contact us turns the typical B2B technology sales cycle upside down.
To have a successful product launch that captures mindshare, generates leads, and results in sales, you need to embrace this change and make content a priority in your launch plan. The Matrix is also a good tool for educating other marketing teams, like Marketing Communications, about buyers’ key concerns. B2B marketers who have a very effective content marketing process are 50% more likely to create content for specific buying cycle stages. The goal is to understand your 1 or 2 key buyers extremely well, including their buying process and concerns at each sales stage. Based on knowledge gathered during buyer research, map your buyers’ information needs to each sales stage.
As you develop content ideas, build a path of content touch points that guides buyers from one sales stage to the next. One application of content touch points is creating an email lead nurturing campaign to educate buyers about your launching product.
Given the changing sales process and our buyers’ desire to research and self-educate for a longer period in the sales cycle, product marketers need to embrace that shift and provide buyers with the content they want and need.

Kim Gusta has a lot of experience taming the cantankerous content beast—first as a corporate high-tech marketer and now as a seasoned copywriter and content expert for technology companies. Product marketers often spend a great deal of their launch efforts creating or updating content like datasheets, PowerPoint presentations, case studies and more. But if serendipity strikes, and he does find a website with the information he wants, he’ll likely hang out there and read more. It’s a great method for succinctly capturing the key elements your content needs to address. The Matrix maps technology buyers’ questions for each sales stage to content that answers them. The more deeply you understand their questions and concerns, the more on target your content will be. For instance, what information do they need in the Awareness stage when they’re still defining and understanding their challenge?
She specializes in creating powerful content that persuades technology buyers to say yes and take the next step with your company. And he needs to do all of this before next year’s budget is set which gives him exactly one week.
They decide what online content is relevant and helpful, and they choose when to reach out to you for more information.
If you do that successfully, you’ll have a secret weapon that sets you apart from your competitors.
Most technology companies create content for later buying stages like Evaluation and Selection, when buyers are assessing vendors’ solutions and preparing a short list of candidates.

It’s a useful tool for building high-value launch content that helps buyers know, like, and trust your company. What do they need in the Evaluation stage when they’ve defined objectives and are starting to create a short list of vendors?
Perhaps a video of a customer explaining why your solution is a good fit for their environment?
Her entire career has been in high-tech, including marketing-leadership roles at global companies such as Symantec.
Given the time and expense that technology companies put into launching products, content is a critical piece to get right. Or a multimedia tool that asks buyers questions about their needs and makes helpful recommendations?  Or an ROI white paper illustrating various solutions in your product category? And that’s a key step to building relationships and helping buyers know, like, and trust you.
So crank your content machine into action by creating meaningful, high-value content for your next launch.

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