Break Out of Your Rut: Introducing Your New IT Buyers
You’ve read the research on how 67% of the buying journey is done digitally today1. You’ve doubled down on your digital strategy with your marketing team, and consistently work to improve awareness and nurture leads not yet ready to buy your solutions and services.
But what if you could grow your audience dramatically overnight? By moving out of the legacy networking ops-buying group and tapping into the 60% of technology spend that sits outside of IT, you can.
Looking for help to connect with the fresh faces involved in purchasing solutions powered by Riverbed? Look no further than the 1H 2018 Global Demand Generation Playbook. Under Buyer Intelligence, you will meet the recently updated Buyer Personas for seven key influencers in the most successful sales pursuits.
What is a Buyer Persona?
“Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.” – Tony Zambito2.
Rest assured, these aren’t the stale buyer profiles that hang by the copy machine near the marketing coordinators’ desk. These are research-based and packed with insights on buyer motivations and responsibilities, even expectations they’ll have of you during the sales process.
From detailing their information waterholes to understanding communication preferences, you can use personas to empathize with your buyers, and personalize your interactions with prospects and help them overcome obstacles.
After all, the right solution with the wrong message or using the wrong communication channel doesn’t stand much chance of getting through.
Put your buyer intelligence to work in driving demand in 2018. Join or visit Riverbed Reach to access and implement integrated, digital demand generation campaigns aligned for today’s key buyer personas.
And, since Line of Business (LOB) buyers are now spending 3x more on software applications than IT buyers in 20172, look for these buyer personas to be added to this resource in 2018.
Meet the seven key influencers involved in Riverbed solution sales efforts today.
2 Technology Purchases from Line of Business Budgets Forecast to Grow Faster than Purchases Funded by the IT Organization, According to IDC