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Influencing 2024 Software Buyer Behavior Through Customer Education

In the swiftly evolving realm of technology, understanding the intricacies of software buyer behavior is key for businesses seeking success in 2024. Despite potential economic challenges, recent research indicates a surprising surge in software spending. According to data from the G2 2023 Software Buyer Behavior Report, businesses are not only maintaining but increasing their investments in software. This shift prompts a critical exploration of the factors influencing this trend and how strategic customer education can play a pivotal role in shaping software buyer behavior.

1. AI Education as a Cornerstone

As businesses look towards the future, Artificial Intelligence (AI) emerges as a central force shaping software buyer behavior. The 2023 G2 Software Buyer Behavior Report underlines a paradigm shift in buyer preferences, with 81% considering AI functionality crucial in their software purchases.  The transformative potential of AI is clear and businesses should invest in educating their customers about the tangible benefits it brings. Creating educational content that explains how AI is used in real-world situations, its dependability, and its impact on shaping future business strategies can greatly influence the decisions of potential buyers.

Image Source: 2023 G2 Software Buyer Behavior Report


2. Empowering Legal Teams for Informed Decisions

With the AI frenzy, legal teams are playing an increasingly pivotal role in software evaluations. A noteworthy 40% of respondents to the 2023 G2 Software Buyer Behavior Report state that their legal departments are actively involved in software assessments, a figure surging to 55% in regions with strict digital regulations. Strategic customer education should extend beyond end-users to include legal teams. Providing educational resources that address security features, compliance aspects, and regulatory alignment can empower legal professionals, fostering an environment of trust and informed decision-making.


Image Source: 2023 G2 Software Buyer Behavior Report

3. Aligning Education with Agile Processes

While formal buying processes exist, business pressures often lead to deviations. A striking 87% and 93% of mid-size and enterprise organizations, respectively, resort to purchasing shadow IT to meet urgent demands. To shape buyer behavior effectively, educational efforts should align with the agility needed to navigate these pressures. Resources that educate buyers on seamless integration capabilities and the adaptability of software to evolving business demands will be crucial in 2024.

Value, scalability, and ease are top considerations for software buyers, but priorities shift based 44 on company size. (3)

Image Source: 2023 G2 Software Buyer Behavior Report

4. Tailoring Education Based on Company Size

The report underscores that the priorities of software buyers differ based on the size of their organizations. Small businesses prioritizes ease of use and implementation, while medium-sized and enterprise companies focus on scalability. To effectively shape buyer behavior, educational content should be tailored to address the unique concerns and priorities of each segment. Tailored resources that showcase how your software aligns with the specific needs of different company sizes, emphasizing ease, scalability, and value based on their priorities.

Value, scalability, and ease are top considerations for software buyers, but priorities shift based 44 on company size. (1)

Image Source: 2023 G2 Software Buyer Behavior Report

5. Simplifying Integration Through Education

Over 80% of respondents prioritize software integration with existing solutions, often ranking it higher than the cost of the software. Software providers can shape buyer behavior by emphasizing the seamless integration capabilities of their products through strategic customer education. Developing content that educates buyers on how the software can effortlessly integrate into existing workflows, providing a comprehensive solution without unnecessary complexities, is essential.

Value, scalability, and ease are top considerations for software buyers, but priorities shift based 44 on company size. (2)

Image Source: 2023 G2 Software Buyer Behavior Report


Investing in Comprehensive Training Programs

Beyond the outlined strategies, businesses must recognize the need for comprehensive training programs. These programs should extend beyond product features to encompass industry trends, best practices, and evolving technologies. By positioning themselves as educational partners invested in the success of their clients, software providers can create lasting relationships and positively influence buyer behavior.


Fostering a Community of Continuous Learning

In 2024, software providers should not only focus on one-time educational efforts but also strive to foster a community of continuous learning. By establishing forums, webinars, and knowledge-sharing platforms, businesses can create an ecosystem where users continually engage with educational content, enhancing their proficiency and deepening their commitment to the software.


Conclusion: Shaping the Path Forward in 2024

In the dynamic landscape of software acquisition, the path forward lies in strategic customer education. Beyond the five highlighted strategies, businesses should recognize the importance of investing in comprehensive training programs and fostering a culture of continuous learning. In 2024, adapting to software buyers' needs will require a mix of AI education, legal empowerment, agile processes, personalized learning, seamless integration, and robust training to shape buyer behavior and ensure long-term success. Embrace these strategies, stay ahead of the curve, and shape the path forward in the dynamic software landscape of 2024.