By Joshua Reynolds
Global Technology Practice Director
Hill & Knowlton

In a down economy, it becomes even more important to take a close look at the factors that impact sales decisions and the communications channels that most impact decision-makers. And that requires data- driven insights into the mindset, pressures and communications channel preferences of the end audience.

In the world of B2B tech, Hill & Knowlton’s 2009 Technology Decision-Makers Study – that surveyed nearly 400 CEOs, CIOs and IT decision-makers from the US, UK and Canada –provides exactly that kind of insight. We measured what criteria, influencers and communications channels most impact B2B tech sales in these regions, with insights broken out by SME vs. large enterprise, technical buyer vs. non- technical buyer.

The study, now in its fourth year, explored which sources of information are most important to driving short lists, the relative importance of analysts on the entire sales cycle, and the reach and credibility of blogs and other forms of customer-generated materials online. The study also explored which media outlets, analyst firms, and digital channels had the most credibility and popularity within each region.

Overall, the study revealed that prior personal experience, word-of-mouth and industry analysts are the most important sources of information when it comes to short-listing tech vendors. Personal experiences and prior relationships still trump all other communication factors, cited by 58% of respondents, with word-of-mouth and industry analyst coverage tying for a close second at 51%. Digital channels essentially tied with traditional media outlets for influence, each cited by 28% and 27% of respondents, respectively.

By contrast, advertising (17%) and direct marketing (21%) were cited as the least important sources of information when it comes to generating short lists. This would indicate an opportunity for communications programs to supplant diminishing advertising programs in this down economic cycle.

What’s more, the survey revealed exactly where in the sales process industry analysts are having an impact. While 51% of respondents said industry analysts most influence the creation of vendor short lists, 27% said analysts help justify the spending of budget in the first place – a vital role, particularly in a down economy.

In addition, this is the first year this study has delved specifically into where and how blogs and digital channels wield influence with B2B tech decision makers. The study shows that blogs are an influential source of information for tech decision-makers when creating a short list, comparable with financial analysts and media coverage (28% vs. 32% and 27%, respectively). Furthermore, more than one- third of those surveyed always (8%) or frequently (27%) turn to blogs when making business purchase decisions. However, online commentary that is verifiably from real customers or industry peers is more likely to be trusted than not (38% trusting vs. 22% not trusting).

The net impact of this study is that tech vendors are now well advised to take a fully integrated influencer marketing approach to their communications. PR, digital, AR, events and word-of-mouth programs must not operate in silos, since their influence on purchase decisions are so interconnected in the minds of customers. The communications channels we employ must be carefully mapped to the specific decisions – and decision-makers – we need to impact most. Amid ongoing budget pressures, this exercise in both prioritization and alignment with business goals is more critical than ever.

Bottom line, tech vendors who are experiencing a slowdown in sales should monitor analyst and digital channels to identify sales barriers and leverage analyst input to justify budgets and prioritize purchases. Tech vendors who are relying on the mid-market for a boost in sales should factor in analyst and digital influence even more than they have traditionally. All tech vendors should monitor digital channels carefully for both negative and positive messages as they plan proactive campaigns – and respond reactively to negative rumors.

For a summary of the report, visit http://www.hillandknowlton.com/insights/publications/techdecisions