Deciphering the Modern Buyer: A Guide for IT MSPs

In the rapidly changing world of IT management services, understanding your audience isn't just beneficial — it's essential. Gone are the days where IT decisions were limited to specialized IT departments. Today's small to medium business (SMB) decision-making environments are significantly more complex, involving multiple stakeholders with different goals and levels of technical know-how.

Navigating this complex ecosystem presents not only challenges, but also unprecedented opportunities to forge meaningful engagements and long-term partnerships. The key to capitalizing on these opportunities lies in a deep understanding of the behavior of modern IT buyers. This is especially true in small businesses where roles are less strict and organizational boundaries often overlap.

The rise of independent online research

The digital age has fundamentally changed the B2B research process, with 89% of buyers using the internet to provide information. The IT managed services sector is particularly crowded, with lots of copy-pasted content and not much originality on the same commonly discussed IT topics. Office managers and IT specialists each handle this large amount of information with their own standards and deep expertise.

As content becomes saturated, opportunities arise to stand out through value differentiation. Office managers who are often tasked with initial vendor research are attracted to reliable reviews and expert commentary. IT specialists with technical backgrounds are looking for in-depth analysis, real-world use cases, and data-backed insights. It's not enough just to raise a different voice in the crowd. You need to be a trusted advisor providing unique perspectives and unique research like no other.

Every city has an allocation of IT MSPs, and the majority of them create content on the same topics, such as cybersecurity, remote work, AI, cloud, etc., so blending into these is not an option. In a situation where there are companies that are unable to implement such independent research, or that simply reflect general topics, you must be an MSP to break the mold. The point isn't to join the conversation, but rather to bring unique perspectives and insights that put you in a different position from others.

Navigating the realm of non-technical buyers

We all know that the complexity of IT doesn't apply to everyone. Also, in small to medium businesses, positions without an IT background, such as office managers or specific executives, are often left to IT decisions. These individuals are often looking for solutions to macro-level business challenges such as cost efficiency, smooth operations, and workforce productivity.

How can we approach these people? Don't underestimate the power of simplicity. Here, educational blogs, infographics, or simple video content that breaks down complex IT topics into easy-to-understand information can be very helpful. If your content can help you decipher IT challenges in a way that's aligned with broader business goals, you're ready for a meaningful engagement. Again, positioning your business from such a business-first perspective can be a way to stand out from other companies.

Understanding the sensitive needs of technical buyers

On the other side, there are IT specialists and CIOs. These are tech-savvy, detail-oriented buyers who want in-depth technical analysis. They might peruse spec sheets, dive deep into feature comparisons, and greatly enjoy the nature of compliance standards.

To meet this group's needs, create more in-depth content. Consider a white paper analyzing new technology or a webinar with experts discussing industry trends. One client found that inviting local IT leaders to a local “lunch and learn” was a very impactful way to build relationships. The goal here is to match their level of expertise with value-added content, thereby establishing themselves not only as vendors but as subject matter experts.

Formulate a cohesive strategy for diverse audiences

The need for a multifaceted marketing approach is no longer a luxury, but a requirement. The rapid increase in customer contact points in the digital age makes this complexity essential. The annual revenue of companies that have adopted a robust omnichannel customer engagement strategy is up 9.5% year over year compared to 3.4% of companies without such a strategy. In such a competitive IT environment, developing siloed strategies only puts you at a disadvantage. Platforms like HubSpot and advanced CRM systems can be extremely helpful in segmenting audiences based on their online behavior, needs, and expectations. This enables personalized content delivery at the right stage of the purchasing process.

We need to shift our focus to customer-centricity rather than product-centricity. This can be a challenge for technology-oriented leaders in MSPs (but it's also a huge opportunity for differentiation). According to Deloitte research, customer-centric businesses are 60% more profitable compared to less customer-focused businesses. Effective transformation requires aligning a digital strategy with solving real-world challenges faced by diverse audiences. Understand that different roles within the enterprise have different challenges, and adjust your message accordingly.

And of course, don't forget to continually review and adjust. The digital landscape is constantly changing, and strategies must be adjusted accordingly. By leveraging analytics and customer feedback, you can continue to adapt your strategy to changing needs and expectations. Here, platforms that provide robust analytical capabilities can provide actionable insights that can greatly help with future strategies.

Conclusion: A roadmap for navigating modern IT buyer behavior

Understanding the modern IT buyer isn't just about acknowledging the digital transition. It's essential to provide deep customer insight, educational content explaining the various roles within the organization, and ultimately providing solutions in line with the organization's unique challenges and business goals.

So what should we do next? Audit your existing content. Is it nuanced enough to accommodate the diversity of today's IT buyers? If not, now is the time for a strategic realignment. Create multi-dimensional content that resonates with different roles. Remember that the modern IT buying landscape is multifaceted, so your marketing approach is also multifaceted.

Need help with that content plan? Consider the free marketing evaluations offered by Aspire. An experienced strategist sits down with you, thoroughly assesses your strengths and opportunities, and answers your questions live. There are no obligations.