Today, there are several different frameworks that are being used. One of the most common is a six-step process from awareness to purchase. Techaisle’s view is that a buyer-centric marketing framework should consist of four stages which can be easily understood and actionable. Techaisle’s four-stage framework begins from the stage when a business need is generated within a firm and search begins for a technology solution. These four stages are:

  1. Identification of business requirements / needs,
  2. Determination of technology requirements to meet business needs,
  3. Identification of potential solutions and suppliers,
  4. Selection of solution and supplier

In each of the above stages it is important for the marketer to understand the decision-making unit, the decision makers and their care-abouts.

Consider these facts from Techaisle’s SMB and midmarket buyer’s journey research:

Next step in influencing and having a meaningful impact on the buyer’s journey is to determine information needed to fully support new marketing initiatives and what is required for planning and investment. Techaisle’s influence map outlines content and modus operandi that marketers need to evolve from the ‘old world’ of campaigns focused on a limited group of ITDMs managing a tightly-controlled IT acquisition process to the current reality in which a large constellation of BDMs and ITDMs interact in various ways to deploy different types of technology addressing discrete needs within an essentially-unmanaged IT priority queue. 

The influence map and care-abouts change with product, market segment, buyer persona and region. Let us look at a few insights obtained from survey research.

The above examples tell us that while it is important to understand the sources and paths to influence in each stage of the marketing framework, there is also, a need to know the overall dominant and common sources, paths and care-abouts for different technology solutions and various decision-making units. 

By aligning information with the business needs of decision makers across IT and business operations, suppliers have an opportunity to fully articulate the reasons for investing in their offerings – and in so doing, begin the process of building a long-term, outcomes-based relationships that sustains customer success.

buyers journey graphic resized