Tech Buyer And Its Decision Making Journey.

It always starts with a problem.

For Rachel, it was a series of missed deliveries, frustrated drivers, and a lack of visibility across the fleet. She didn’t wake up excited to shop for GPS solutions—but something broke, and now she needs to fix it.

Like most tech buyers, her first instinct isn’t to call a vendor. She turns to Google, scans a few articles, and starts forming a basic understanding of what’s out there. Her goal? Build a short list before the next leadership meeting.

Here’s where content makes all the difference.
Rachel’s not looking for fluff or jargon. She’s after practical, no-nonsense guidance:

She reads comparison guides, peeks at reviews on G2, and even watches a few explainer videos while grabbing lunch. The vendors that win her attention are the ones who help her learn—not just sell.

Now comes the pitch—internally, that is.

Rachel has to build a case for investment. She needs data to convince Finance it’s worth the spend, assurance from Ops that it will actually work, and a green light from Legal.

The tech buyer often becomes the internal “salesperson,” advocating for your solution. Do you give them the materials and language they need to succeed?