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:
- Identification of business requirements / needs,
- Determination of technology requirements to meet business needs,
- Identification of potential solutions and suppliers,
- 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
