Yesler announces new research on the state of the B2B technology-buyer mindset

Yesler B2B marketing agency today announced findings from original research into the B2B technology-buyer mindset. The research, conducted in the first of half of 2019, is summarized in The 5A Framework for the Technology Customer Lifecycle brief, which outlines a model for marketing technologies to businesses.

Yesler surveyed more than 400 IT professionals across industries who made technology purchases as part of their role. The goal was to better understand the technology-buying process from the buyers' point of view and to inform the marketing industry of the current state of the B2B technology-buying journey, including buying stages, content preferences, and factors that influence advocacy and buying decisions. The brief indicates that technology buyers are highly aware of new technologies before they need a solution and that this awareness coincides with a robust preference for peer and third-party recommendations throughout the buying process.

General changes in consumer buying behavior and changes in the way that technology is packaged and sold (from static software to cloud subscription services) have altered the way that business buyers make technology purchases. The process is much more customer-driven and assessment is continuous throughout the entire cycle.

"Marketing's job is tougher and more expansive than it has ever been," says David Jones, President of Yesler. "It's essential to focus on the customer throughout the entire customer lifecycle, from the moment they are searching for solutions through to attrition—because at any stage, a prospect or customer can exit and reenter the cycle. The results suggest it's time for a new, nonlinear model of the technology-buying journey."

The 5A Framework adjusts the typical models for the B2B buying journey (e.g., Awareness, Research, Consideration, and Decision) to match the experience of the process as described by technology buyers. The model details the experience in key moments of Advocacy, Awareness, Assessment, Adoption, and Attrition, with Advocacy forming the foundation of marketing activities. The research brief indicates that a focus on customer experience—specifically a focus on activities that create advocates—throughout the entire lifecycle, from Awareness, through Assessment and Adoption to Attrition, can better serve information-seeking, highly aware technology buyers and help promote a strong customer relationship throughout decision making and after the sale.

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About Yesler

Founded in 2012, Yesler is an independent marketing agency that works with high-tech companies to help drive revenue. Yesler supports its clientele of global brands and midmarket companies from offices in London, Philadelphia, Portland, Singapore, and Toronto, and its headquarters in Seattle.

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For more information, visit https://yesler.com or contact: hello@yesler.com

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