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Techaisle Blog

Insightful research, flexible data, and deep analysis by a global SMB IT Market Research and Industry Analyst organization dedicated to tracking the Future of SMBs and Channels.

Buyer journey marketing framework – SMB and Midmarket

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:

  • 275% increase in number of decision makers in the last decade
  • 87% of firms search for partners to help simplify technology
  • 74% of IT purchases are triggered by an acute business pain point
  • 70% of the buyer’s journey is complete before first meaningful contact with a potential supplier
  • 56% of buyers are millennials and Gen-Zs are not far behind
  • 24% of firms use six or more information sources
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