ABOUT THE RESEARCH

How do your customers want to be communicated with?

Why did we do this research?

There is already a substantial body of research and insights available concerning target audience needs, the challenges they face, and their strategic objectives, particularly in the technology space. However, as communicators we realised that there is little conversation about how our target audiences want to be communicated with, about the things we think will meet those needs. Therefore, our research focusses on their communication format and channel preferences ­– what they like and what they don't like; what they want to see more, or less of; and what are their particular frustrations with sales and marketing approaches.

What about strategies like Account Based Marketing (ABM)?

ABM is a key communication approach deployed by many B2B organisations now, and it's an area in which we at Differentiated work heavily. So within our research, we asked specifically about this area as one of particular interest to our own market. We wanted to understand the level of knowledge our targets for ABM have about it, and what they think of it. Much of the other dynamics of the research give us indications as to tactics to use, and whether it is working.

Who did we speak to?

We interviewed 201 people, all specifiers and buyers of technology across a range of industries, organisation sizes and roles from CIO/CTO down (you can access the full demographic breakdown below). This is because the majority of our own customers are technology providers of some kind – but equally because most large organisations are now technology-led, or have fairly complex propositions, we felt that this audience would be fairly well representative of a general B2B buying audience. Take a look at the video below for a more detailed perspective of some of the key aspects of the research outputs.

90% say tech vendors need to recognise that there is both an art and a science to creating a positive buyer experience.

A personal perspective on the research by Matt Neal, Director at Differentiated:

The details of the report data collection

To understand our customers’ customer on an even deeper level – and back up our thinking with hard facts – we recently commissioned research to get inside the minds of today’s IT decision-makers.

And the results have been fascinating.

In this report, we’re sharing the outcome of our research and presenting to you the most pertinent findings. The research is derived from a total of 201 interviews with IT decision-makers in large UK businesses (over 100 employees) from across a range of sectors.

See the full breakdown of interview data here:

Interviewee Data

Please use the following form to speak to us about this report, or anything else to do with Differentiated:

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