The scariest challenges we’re seeing in tech today.

Tech B2B buyers are becoming... Millennials!

60%+ of B2B Tech buyers are now millennials (as young as mid-twenties) with budget and sign-off power, in comparison to only 23% of Baby Boomers (aged 58+) and 27% of Gen X (aged 40+) with that authority.

Millennials are 2X more likely to discover products by searching online compared to older generations.

Millennials want vendors to increase customer support, provide more clear and flexible pricing, and improve access to free trials.

We have to treat people like… individuals

Tech companies in the B2B space can feel overwhelmed with customer demand for personalisation—there are so many segments to speak to. But 80% of consumers are more likely to make a purchase when brands offer personalised experiences.

And tech is permeating every industry, which means much more competition from sectors that are used to delivering highly personalised interactions. For example, many top 100 growth techs identified by BCG founded in or after 2015 are in more consumer-oriented categories—including marketplace and B2C e-commerce.

If you can’t outrun them… prepare for the nightmares

Many providers struggle because it takes them too long to get new solutions to market. And competitors won’t stop running, faster. Only leaders will survive in a post-pandemic tech market. As economies worldwide experienced a sharp downturn, the top 100 growth techs grew by 93%, more than three times the overall market’s growth, not leaving much space for the slow or legacy companies to survive.

Get your story straight…or you’ll be paying the price

There are at least 7.5 million software sellers. It’s pretty clear why you need to stand out in the market. The problem is, if you capture people’s attention, and then can’t nail your story, or everyone explains who you are and what you do differently, you will actually cost yourself business.

Buyer confusion comes in a few frightening forms you need to avoid:

• Similarity confusion: your products and solutions look so similar to a competitor’s that customers can’t tell the difference.
• Ambiguity confusion: customers just don’t get what you offer, due to lack of clarity or messaging targeted to the wrong audience.
• Overload confusion: customers have more information and alternatives than they can process or understand.