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Understanding the Technology Buyer on LinkedIn - TECHconnect Bangalore 2015
Brian is an IT Manager at a large high-tech company who is involved in decision making for data center software purchases. He has 16 years of industry experience and degrees in business analysis and project management. Brian uses LinkedIn to connect with experts and engage with relevant content throughout the software buying cycle. He actively searches for content on topics like automation, databases, security and cloud computing to become a better informed purchaser. Brian interacts with sponsored content on LinkedIn from technology companies. To reach Brian, one needs to understand their audience, take relevant action, and engage through meaningful content.
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Understanding the Technology Buyer on LinkedIn - TECHconnect Bangalore 2015
- 3. Persona Of ATechnology Buyer
- 4. • Brian ispart of the decision-making process for Data Centre Software • He is an Information Technology Manager working with an Enterprise-sized, High Tech Company in NAMER
- 5. A bit aboutBrian… • 16 years in industry covering engineering, support and information technology Project Management Skills Edu Business Analysis Integration Bachelor’s Degree Master’s Degree
- 6. What is Briandoing on LinkedIn? Brian is using LinkedIn to connect with experts and engage with relevant content
- 7. When is heseeking out content and for what needs? 7 7 16 7 16 7 Brian consumes 2 to 4 distinct pieces of content at each stage of the buying cycleAssessment Specifications Selection Implementation Management Renewal Hours spent researching (last 3 months)
- 8. What sort ofcontent is he looking for on LinkedIn? Test Automation DB2 XML Information Security IT Service Mobile Computing Scalability Cloud Computing He is actively seeking content to become a better informed decision-maker
- 9. What else ishe seeing on LinkedIn? Industries sponsoring content to profiles like Brian in last 6 months Growth in number of companies targeting profiles like Brian in last 6 months Computer Software Information Technology & Services Internet 100+ 25% Top 3 Brian is a popular profile
- 10. And how doeshe respond to brand messaging? Sponsored InMail Sponsored Update Display Advertising Interaction Rate Brian is interacting with brand messaging on LinkedIn ISU D IM
- 11. So what doyou need to do to reach Brian? Know your audience Take action Engage with relevance