New research from LinkedIn shows that the IT department is no longer the primary decision-maker on B2B tech purchases.

What it means: The crux of the study is that B2B tech buyers are getting harder to target now that more departments have a say in these decisions. B2B marketers will have to think in terms of buying ‘committees’ rather than individuals.  


  • Over half of tech decision-makers (56%) now sit outside the IT department, in roles such as sales and marketing, business development, and finance.
  • IT is the most influential voice in only a third (39%) of technology buying decisions, down from 75% in 2014. 
  • 43% say budgets will remain the same in 2021, while 47% say it will decrease.
  • Respondents listed price (73%) and the right products and features (67%) as the most important factors when choosing a technology solution. Post-sale support was key for 56% of respondents.

IT remains key, however, and is involved in purchases for 57% of organisations studied. The survey identifies two main camps:

  • The facilitators (often IT) who focus on price, integration and adoption.
  • The buyers (often sales and marketing-led) who focus on functionality, ease of use and business impact.

Method: The LinkedIn B2B Technology Buying Survey, now in its seventh year, surveyed over 2,000 technology decision-makers across EMEA about their involvement in purchasing tech hardware and software, and their plans for the next 12 months.

Key quote:

“What our research shows is that technology buyers are frequently not who you might expect, and, in most cases, are anonymous to brands because they will never hear from them directly. As a result, it is vital to ensure that these individuals have all the information that they need during these ‘invisible stages’ of the buying process” – Tom Pepper, Head of Marketing Solutions, LinkedIn UK, Ireland and Israel.

Sourced from LinkedIn Marketing Solutions