Trend Report

Vendors Need To Understand How IT Buyers’ Behaviors Are Changing To Improve Engagement

Line-Of-Business And IT Leaders Collaborate On A Future Fit Technology Strategy

March 14th, 2022
With contributors:
Amy Hayes , Jeffrey Rajamani , George Lawrie , Paul Miller , Helen Gilroy-Powell , Rachel Birrell


The involvement and behavior of IT personnel (aka the IT buyer persona) in B2B technology purchases has evolved since the years in which IT first became a business differentiator. Our research indicates that following the centralized IT and distributed IT eras, IT buyers are entering a more collaborative era with their business peers. B2B vendors need to understand this most recent change to assess its impact on their go-to-market strategies. This report provides B2B marketers with the insight they need to optimize their chances of success with the increasingly important IT buyer persona.

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