---
title: "B2B buyer research for an enterprise technology company | antedote"
description: "Buyer personas and message research for an enterprise technology company: IT decision makers, AI decision makers, technical leaders and analysts, in four markets."
url: "https://antedote.com/explore-our-work/researching-enterprise-technology-buyers/"
author: "antedote"
---

# Getting to know everyone behind an enterprise technology purchase

An enterprise technology purchase can involve many people with different priorities. A company that sells such technology wanted to know each of them, and what would win them over, so we built a program that grew with its market.

**Client**
Enterprise technology company

**Industry**
Enterprise technology

**Markets**
Four markets

**Kind of work**
Business and expert research

**Our role**
A staged buyer research program, from persona survey to message testing

## What happened next

The company has commissioned new work from us every year since the program began, and a proposition we explored with it later launched publicly.

## The question

The company wanted to understand everyone who shapes an enterprise technology purchase, from IT leaders and buying groups to the people choosing an AI provider.

It wanted to know how each of them influences the decision, what each needs to hear before they choose a supplier, and how to talk to all of them with one voice.

## Our approach

We built the program in stages, each starting from what the last had made clear.

Buyer personas came first, grounded in a survey of IT decision makers in four markets and shaped together with the company’s own team.

Then we took the company’s messages to the buyers they were written for, persona by persona, and sharpened them as the conversations went on.

Later stages brought in the people who influence the choice of AI provider, and technical leaders and industry analysts, so the picture kept up with the people the company sells to.

## What the team came away with

The company’s teams got buyer personas built on survey evidence and sharpened in conversation, with messaging guidance for each audience.

Marketing leadership had one shared view of everyone behind the purchase, and of how to talk to each of them.

Who we heard from

IT decision makers across buying groups, the people who influence the choice of AI provider, technical leaders and industry analysts, in four markets

## Related work

[View business and expert research case studies](https://antedote.com/explore-our-work/?work=Business%20and%20expert%20research#library)

- Consumer technology

    ### [Rebuilding support around what customers need](https://antedote.com/explore-our-work/support-built-around-what-customers-need/)

    The company’s own team built its support plans on the research, then took the work into its global customer experience strategy. It was one of several programs the company commissioned from us.

- Smart home

    ### [Choosing which smart home customers to focus on](https://antedote.com/explore-our-work/segmentation-go-to-market/)

    The team committed to a focused set of segments, and built its later research and its advertising agency’s creative work around the priority segments.

**What we do**
[Strategic research](https://antedote.com/what-we-do/strategic-research/)

**The thinking behind this**
- [Does the brand need a new message, or a new direction?](https://antedote.com/thinking/does-the-brand-need-a-new-message-or-a-new-direction/)

## Need the view of experts or business buyers?

Tell us whose view your plan depends on, and we’ll suggest how to reach them.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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