Navigating the Tech Buyer Journey in 2024

In a world where guessing and actually knowing what tech buyers want are two very different things, you need the right data and insights to adapt your GTM strategy successfully. To thrive in 2024, marketers need to truly understand how tech buyers buy, what content will support them on their journey, and how to influence them where they consume buy-cycle information.

TechTarget’s new series, Navigating the Tech Buyer Journey in 2024, is specially designed to help marketers build laser-focused messaging and content that truly converts time and time again. Join Senior Director, Research and Market Insights, Corey DeFreese, and VP of Product Innovation, Research & Insights, Katie Graybeal, as they guide you through episode one of our new series featuring research from TechTarget’s latest Media Consumption survey. They'll dissect the evolving tech buyer landscape, including the impact of GenAI, and equip you with actionable strategies to:

- Better understand your audiences’ media preferences and where they are spending more of their time conducting research.
- Build a diverse, omnichannel content plan capitalizing on the format buyers crave the most.
- Understand where buyers place trust when it comes to GenAI and independent experts.

As many marketing teams move away from MQL and lead-based demand gen models, the focus has shifted to understanding what drives an account and the unique buying teams within it. TechTarget’s latest Media Consumption survey data can serve as a helpful guide for marketing and sales leaders looking to better understand how role and function dynamics can affect content creation and outreach.

Join us as Senior Director of Market Research, Corey DeFreese, and VP of Product Innovation, Research and Insights, Katie Graybeal, illuminate the path with actionable tips for marketing and sales leaders looking to break through in 2024. They’ll cover:

-The latest insights on how job level, function and other factors should influence how you look to engage buyers throughout the buy cycle.
-Ways Marketing can enrich content to better bridge the buyer-seller divide.
-A behind-the-scenes look at how tech buyers actually conduct research and how you can leverage the resulting data and insights to reach your objectives.

In today’s highly cluttered and competitive vendor landscape, marketing leaders need thoughtful strategies for customer engagement and retention. Without strong brand recognition and clear differentiation from your competitors, your customer relationships are likely at risk.

Join us as Senior Director of Market Research, Corey DeFreese, and VP of Product Innovation, Research and Insights, Katie Graybeal, tap into TechTarget’s Media Consumption survey data to unravel the intricate tapestry of vendor loyalty, customer satisfaction and differentiation in 2024. In this episode we’ll cover:

-The realities of vendor loyalty today and the top reasons buyers switch vendors.
-Understanding the real-time topics and trends that your buyers are engaging with, and how you can use these clues to shape your retention strategy.
-Top purchase disruptors to be aware of and how to keep buyers satisfied.
-Ways to use vendor loyalty insights to create a more effective content strategy.