As companies accelerate their digital transformations and move workflows to the cloud, developers are on the front lines driving this change. This shift has evolved the traditional technology buying process too.

Before, the technology deployed across an organization was determined by a predefined plan from centralized IT leadership. Now, demand for tools is frequently driven in a bottoms up fashion.

This transformation is reinforced by our survey findings. 62% of developers shared that they have some, to a great deal of influence over technology purchases in their organizations.

Takeaways for Marketers

Developers and technologists who function as individual contributors are becoming increasingly important as their influence in the technology buying process continues to grow. If you only focus your marketing efforts on traditional IT buyers, you could be missing out on significant sales opportunities. We can help you understand how to reach and engage developers and technologists, introducing them to your products and converting them to customers and advocates of your brand.