How brand influences enterprise technology buyers

Our latest research explores the role that a vendor’s brand plays in influencing a buyer’s purchasing decisions.

We surveyed 100 enterprise technology buyers and found that:

• Buyer decision making is heavily influenced by brand perception throughout the customer journey
• Brand perception is THE most influential factor for buyers when it comes to making a final purchase decision
• More than 90% of buyers say that they would work more often and spend more with a vendor whose brand they trusted

In this report we outline exactly how and where brand perception influences purchase decisions. We explain exactly what buyers expect a vendor’s brand to consist of and communicate. And we give some simple and actionable steps to show how to create a strong, distinct brand that works as a commercial asset.