How IT Leaders Actually Buy Tech
(and what to do about it!)
New research for B2B marketers targeting CIOs and IT decision-makers. Based on interviews with 75+ enterprise IT leaders.
Your IT marketing isn’t landing. Here’s why.
- 34% of IT leaders say vendor content aligns with their needs
- 74% call vendor marketing “overly optimistic and unrealistic”
- 60% of software buyers regret their purchases
IT leaders think in systems. Your marketing thinks in funnels. They’re managing expectations whilst you’re making promises. They’re the realistic voice in a room full of vendor hype.
And they’re your buyers.
This report maps the cognitive frameworks driving their decisions. And the gaps costing you deals.
5 mental models that unlock IT leader thinking
Discover the five mental models explaining why your marketing falls flat with IT buyers, and what actually works.
IT leaders see networks, not pipelines. Learn why point solutions miss the mark.
They set realistic expectations while other overpromise. Learn how to position yourself as a credible partner.
They pitch internally to CFOs, CEOs, and department heads. Get the materials they need to sell for you.
They expect implementations to go sideways. Why real stories beat polished case studies.
The sale is just the start. How to support post-purchase success.
Research you can trust
75+ interviews
In-depth conversations with CIOs and senior IT decision-makers from enterprises across Europe and North America
Real voices + data
Qualitative insights combined with quantitative behavioural data on technology buying patterns
Immediately actionable
Practical “stop/start” guidance you can implement in your B2B marketing
Practical guidance, not just data
What’s inside:
- Research findings with direct quotes from IT leaders
- Stop/start frameworks for each mental model
- “Prove it with…” tactical recommendations
- 5 strategies to transform your approach
12 pages of buyer insight and marketing strategy
From the marketers who understand buyers
Atomic specialises in buyer insight and B2B marketing for technology companies. Our mental model approach goes beyond personas to uncover how buyers think and make decisions.
This is the second report in our C-suite buyer series. Our first report on HR Leaders helped dozens of B2B tech companies transform their marketing approach and drive measurable results.
Atomic has helped industry-leading companies like Salesforce, Slack, Workday, and Indeed create marketing that actually resonates with senior decision-makers.
