Understanding the Technology Buyer on LinkedIn

3. ​Persona Of A Technology
Buyer

4. • Brian is part of the decision-making process
for Data Centre Software
• He is an Information Technology Manager
working with an Enterprise-sized, High Tech
Company in NAMER

5. A bit about Brian…
• 16 years in industry covering engineering, support
and information technology
Project Management
Skills Edu
Business Analysis
Integration
Bachelor’s Degree
Master’s Degree

6. What is Brian doing on LinkedIn?
Brian is using LinkedIn to connect
with experts and engage with
relevant content

7. When is he seeking out content and for what needs?
7 7
16
7
16
7
Brian consumes 2 to 4 distinct
pieces of content at each stage of
the buying cycleAssessment Specifications Selection Implementation Management Renewal
Hours spent researching (last 3 months)

8. What sort of content is he looking for on LinkedIn?
Test
Automation
DB2
XML
Information
Security
IT
Service
Mobile
Computing
Scalability
Cloud
Computing
He is actively seeking content to
become a better informed
decision-maker

9. What else is he seeing on LinkedIn?
Industries sponsoring content to profiles like Brian in
last 6 months
Growth in number of companies targeting profiles
like Brian in last 6 months
Computer Software
Information Technology & Services
Internet
100+
25%
Top 3
Brian is a popular profile

10. And how does he respond to brand messaging?
Sponsored
InMail
Sponsored
Update
Display
Advertising
Interaction
Rate
Brian is interacting with brand
messaging on LinkedIn
ISU D IM

11. So what do you need to do to reach Brian?
Know your audience
Take action
Engage with relevance