You know who your tech buyers are—but do you really understand how they make decisions?
Their behavior has moved on. It’s not just what they’re looking for—it’s how they choose to engage that’s changing. That means your audience targeting strategy needs to keep moving too.
Whether you’re running ABM campaigns or broader lead gen programs, understanding what’s changing can help you stand out from your competitors and connect with real decision-makers.
Here’s what to keep an eye on in 2025, starting with number five…
Tech buyer behavior trends
5. More people at the table
Buying decisions are rarely made by one person anymore. In 2025, expect even more stakeholders involved—from IT to procurement to C-Suite.
That means your messaging needs to speak to different priorities across the buying team, not just the tech lead.
4. Buyers want to educate themselves
Today’s tech buyers don’t want a pitch—they want information. They’re deep into research mode before they ever hit “contact us.” If your content doesn’t show up early in the journey—or doesn’t add value—they’ll move on.
The brands winning attention are the ones offering real insights, not just product features.
3. Timing matters more than ever
Relevance isn’t just about messaging anymore. It’s about when you show up. Buyers expect you to reach out when they’re ready, not before. That’s where tools like intent signals become essential helping you prioritize outreach based on real interest.
Not using them yet? Our resources on intent signals and ABM will help you get started.
2. Personalization is the price of entry
Generic outreach won’t get you far in 2025. Tech buyers expect messages that reflect their role, their industry, and the specific challenges they’re facing. That’s where smarter targeting pays off—especially if you’re trying to drive real engagement from high-value accounts.
1. If you haven’t earned trust, you won’t earn attention
Trust is one of the most important shifts to pay attention to. With so much noise in the market, tech buyers are becoming more selective about who they engage with. They’re looking for credible sources, expert insight, and proof that your solution works.
Thought leadership, peer validation, and customer stories are becoming key drivers in building trust and moving buyers forward.
What this means for reaching today’s tech buyers
The best campaigns in 2025 won’t be the loudest—they’ll be the most relevant. By aligning with how tech buyers truly behave, you’ll stop chasing clicks and start generating qualified conversations.
If you need help reaching tech buyers, then let’s talk about how TI Marketing Solutions can help.
