The Crucial Role of Market Education in the Tech Buyer Journey

It’s no secret that today’s technology buyers prefer to conduct their own research before engaging with sales. In fact, a recent survey claims that 63% of tech buyers believe that the information they find online (without engaging a sales rep) sufficiently helps them build vendor shortlists. This means that tech vendors need to make enough information about their products available and visible to these potential buyers, and ensure it is convincing enough, to be considered by them. This is called Market education and it involves creating and delivering content and messaging that helps potential buyers understand the significance of a problem and how your solution addresses it. This process is crucial for building awareness, demonstrating value, and establishing yourself as a credible authority in the industry.

Tech Buyers Perform Independent Research Before Engaging With Sales

Performing independent research enables tech buyers to make informed decisions and have more control over their buying process. The complexity and rapid evolution of tech products mean that buyers need to be well-informed to make sound decisions. The amount of information that is publicly available these days, including detailed specs, user reviews, case studies, and product comparisons, allows modern tech buyers to gather information and evaluate options on their own terms. They can explore various solutions, compare features, and assess their needs without the pressure of a sales pitch. By conducting their own research, buyers can better understand their own needs and requirements. It allows buyers to define and focus on specific features or aspects that are most relevant to their needs. This helps them enter sales conversations with a clearer sense of what they're looking for, which can lead to more productive interactions with sales teams.

Another big advantage of independent research is that it helps the tech buyer avoid aggressive sales tactics or high-pressure sales pitches which makes them uncomfortable and introduces unwanted stress.

The bottom line is that independent research leads to better results:

For tech buyers - independent research gives more control, less pressure, and better decision making
For tech vendors - it enables sales to focus on the leads that are ready to purchase, instead of chasing contacts that may not have the need, or the budget, for their solutions. As a result it can shorten sales cycles and improve the win-rate of your team.

Driving Prospect Engagement And Influencing Sales Processes

Tech vendors want to engage potential customers as early in the sales process as possible Because they believe that the earlier a prospect engages with sales, the more likely they will be able to influence the final purchasing decision. However, the reality is that by the time the prospect is ready to actively engage with sales, the decision has already been made.

Consider the following findings to the survey regarding tech buyers engagement with sales:

92% of tech buyers are more likely to engage with a tech vendor who has helped educate them on a particular subject or technology concept.
91% of tech buyers are more likely to buy from a brand that provides them with relevant content.
90% of tech buyers are more likely to respond to a tech vendor’s outreach if they've seen multiple pieces of their content online.

This means that you should not wait until the customer is ready to engage, but rather support the independent research process with as much information and proof points as possible. To drive higher engagement of relevant tech buyers, vendors need a well-defined, targeted, and value-driven. content strategy.

Market Education Starts with Valuable and Relevant Content

Market education requires a content strategy, one that is aimed at engaging tech buyers, and therefore focuses on delivering valuable, relevant, and educational content through the right channels. It should align, as much as possible with the buyer’s journey, and demonstrate understanding of customer needs.

Most marketing organizations device content into 3 phases in the buyer journey:

Top of the Funnel (TOFU) - The top of the funnel refers to the early stages of the buyer journey and is often called the awareness phase. This means that the prospects will look to educate themselves about the problem, different approaches and solutions that are available in the market. They are not ready for technical deep dives yet.
Middle of the Funnel (MOFU) - also known as the Consideration phase. In this phase the prospects are looking for content that helps them evaluate different solutions. This can include case studies, comparison charts, and detailed product descriptions. At this phase it is also good to offer a free trial of the product, or if you have a PLG strategy, offer prospects to try the freemium offer of your solution.
Bottom of the Funnel (BOFU) - also known as the decision stage. At this phase prospects are looking for content that supports decision-making. This typically includes customer testimonials, analyst reports (like the Gartner Magic Quadrant and Forrester Ware), ROI calculators and economic analysis reports.

Keep in mind that prospects should be able to access your content at any time, regardless of their phase in the journey. This means that your content should be clear enough for those who are only starting their journey, as well as those in the decision phase.

Content That Educates, Not Sells

Creating content that educates rather than sells is essential for building trust, engaging prospects, and fostering long-term relationships. Educational content focuses on providing valuable information and insights, which helps establish your brand as a trusted authority in the industry. When you prioritize education over sales, you demonstrate a genuine commitment to helping your audience understand their challenges and solutions. This approach fosters trust and credibility, making potential customers more likely to view your brand as a reliable source of knowledge rather than just a vendor pushing products. It positions your brand as a helpful resource, reduces skepticism, and supports informed decision-making, ultimately contributing to sustainable growth and your success.

The Strategic Use Of Customer Case Studies

In the competitive landscape we operate, establishing credibility and trust with potential buyers is crucial. One of the most effective tools for achieving this is the strategic use of customer case studies. These real-world examples not only demonstrate how customers overcame a challenge using your products or services, but also build a strong foundation of trust with prospective clients.

Tech buyers like to know what their peers are doing, which solutions they have implemented and recommend. When they come across a case study about a company they know, or a peer they heard of, it’s easier to get their attention, even if they have barely started thinking about the problem your solution solves. I’m a big fan of customer case studies not only because they get more attention, but also because they give you a lot of credibility. My recommendation would be to create as many customer testimonials as possible, and as soon as possible, and make them available on your website. Use them in online campaigns, webinars and physical events, and mention them as often as you can.

Embracing Market Education for Long-Term Success

Shifting your focus from direct sales to market education is a strategic move that can significantly enhance your brand’s impact and credibility. By prioritizing education, you position your brand as a valuable resource that genuinely cares about addressing the needs and challenges of your audience. This approach not only builds trust and fosters long-term relationships but also empowers your prospects with the knowledge they need to make informed decisions. When you provide insightful, relevant content that educates rather than pushes a sales agenda, you engage your audience in a meaningful way, differentiating yourself from competitors and creating a foundation for sustainable growth. Embrace market education to transform your interactions into opportunities for genuine connection and lasting influence.