IT buyers do not operate inside
a bubble, but are highly influenced by a complex
network of external sources when making IT purchases.
Typically, there are multiple decision makers involved
in the purchase of a technology solution – and many
will be in a business oriented role rather than an
IT role. In addition, these decision makers use multiple
external influencers to help in the decision making
process e.g. industry analysts, consultants, journalists,
peers, trade associations and so on.
Influencer marketing utilises these indirect routes
to buyers to support direct sales. It's the process
of delivering appropriate content to all the people
and organisations that ultimately influence IT buying
decisions. |
