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why should the IT sector take into account the buyer's journey?

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Inbound Marketing is an essential methodology for new ways of buying and selling in the technology sector; technology companies continue to transform the market, requiring constant innovation and development; and their advances are moving in an increasingly competitive market in which they are beginning to bet on new technological marketing philosophies

In this process, the Buyer's Journey is of special importance, do you know why, do you know its characteristics, do you know how IT companies should apply it?

Dive in with us, we'll tell you about it below.

technology companies and the Buyer's Journey? Yes

It doesn't matter if we try to understand, remember, value or supervise what the buyer's journey consists of. It doesn't matter if they are technology, gastronomy or tourism companies... Because the really important thing is to know how to adapt it. That's why today we want to take a look at this important aspect of the Inbound methodology. Are you ready?

Talking about the buyer's journey implies mentioning attraction, as this is our primary objective: to attract potential customers by creating content that brings them value, all thanks to our constant focus on the buyer persona. Therefore, our answer can only be 'yes' to the question 'technology companies and buyer's journey?

It allows technology companies to show real concern for the problems of their potential customers, which is far more important than the mere fact, and sometimes desired, of closing a deal in the short term. The IT sector has integrated this process as part of its digital strategies and it is necessary to address the changes in consumer practices in the sector

The buyer's journey increases sales opportunities

technology companies are at the forefront of today's age, making the traditional marketing model obsolete. The purpose of our content generation is to create leads or sales opportunities that allow us to build a strong, established database, have a direct point of contact, deliver useful and valuable content, and establish the first step to making a sale

Defining the buyer's journey is one of the priority steps that the technology company must establish to achieve these goals, so your buyer journey must go through the following stages:

  • Discovery: The user becomes aware of their need.
  • Consideration: The user begins to consider the purchase, so they evaluate possible solutions to their need or problem. They ask themselves 'what products do I have on the market?
  • Decision: The user decides to buy the product or service of a certain brand among the different options.

The content generated by technology companies should be different depending on the stage or phase in which our users are, so it is important that you know what type of content to generate. If we are in 'discovery', the best option will be to create lists of different types of technology, the 5 best of this year, etc.

In 'consideration', the most common option is to opt for a more suggestive content oriented to the products and services offered. We reach the 'decision' phase , where you must bring out your weapons. The content must show the product or service of your technology company. At this point, what interests them most is your level of execution and customer service. Don't neglect it!

making a sale is important, but building customer loyalty is vital! - Stan Rapp

An active search process

Users are immersed in a journey whose objective is to seek/find information before making a purchase of a product or contracting a service. Of course, it is an action that is almost intrinsic to the attitude of individuals or companies, although some are still unaware that this process is part of the Inbound methodology. However, it takes more than a buyer's journey to achieve an effective Inbound Marketing strategy, as it includes SEO techniques, keywords, competitor analysis, social networks, internal and external links, content generation, etc.

The ultimate goal of this set of techniques is nothing more and nothing less than to generate qualified sales opportunities. But the objectives of Inbound Marketing go beyond that, so that they respond to the so-called SMART:

  • Specific: what, how, when, where and why.
  • Measurable: quantify goals, benefits and analyse results.
  • Achievable. Stick to reality and come down from the clouds.
  • Relevant. With a real impact on your business.

Define your objectives in an intelligent way and do not forget that they should mark your goals when designing the project. These objectives should be the perfect way to reach your final goal.

This is our conclusion:

Inbound Marketing is a methodology that combines different non-intrusive marketing and advertising techniques with the ultimate goal of contacting users and accompanying them until the final purchase and loyalty process. Among its techniques, the buyer's journey stands out, a journey that the buyer makes and that begins when the user wants to give name and shape to a problem and need that is not yet able to identify correctly. Technology companies, protagonists of an increasingly growing and changing market must take this into account, as it will be key to achieving their success.

make the customer the hero of your story! - Ann Handley

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