Watch out for these B2B tech trends!

Innovation is constant and staying ahead of the curve is essential for success. Nowhere is this more evident than in the dynamic market of the EMEA region, where tech marketing and sales teams are continuously seeking new avenues to connect with buyers and drive high-quality engagements. But what exactly is shaping the decisions of these tech buyers in 2024? Let’s delve into the insights uncovered by TechTarget’s recent survey and explore actionable strategies for navigating these trends.

Trend 1: Cybersecurity Reigns Supreme

It comes as no surprise that cybersecurity and risk management are topping the charts as the primary drivers of purchasing decisions among EMEA tech buyers. With the region experiencing a surge in cyber incidents, businesses are prioritising security like never before. Whether your solutions directly address cybersecurity concerns or not, crafting messaging that represents their relevance to security is most important. With that in mind, marketers and product teams must collaborate to develop comprehensive messaging that resonates with the diverse roles within the buying team and addresses concerns at every stage of the buying funnel.

Trend 2: Bridging the Skills Gap

In an era where technology evolves at such speed, organisations are struggling with the challenge of upskilling their workforce. 41% of survey respondents referred to IT skills shortages as a key factor influencing their purchasing decisions. Highlighting the training and enablement services offered by your customer success team can be a game-changer. Case studies showcasing successful onboarding experiences or webinars featuring insights from customer success reps can help differentiate your offering and sway potential buyers.

Trend 3: A Focus on Business Growth

While the pursuit of business growth may not seem revolutionary, it is a priority for EMEA buyers. However, in the meantime, buyers are under immense pressure to ensure their investments deliver tangible ROI. For marketers and sellers, aligning messaging and content with buyers’ challenges and priorities is crucial. Demonstrating how your product or solution accelerates the path to success can be a compelling element in the marketplace.

Navigating the Complex Buying Journey

B2B marketers face the daunting task of addressing diverse preferences and priorities. However, with access to real-time data, businesses can seize the opportunity to engage buyers proactively with tailored messaging and content, ensuring relevance throughout the buyer’s journey. Ready to unlock the full potential of personalised marketing strategies? Contact us today for expert advice and guidance.

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