Even in an uncertain economic climate, businesses are driving growth by accelerating digital transformation to drive operational efficiencies, rather than cutting budgets. More than two-thirds of business leaders plan to increase their spending on software to achieve their 2023 growth goals. This increased demand presents growth opportunities for software providers — if they know where to look for them.
But the way businesses purchase software has fundamentally changed. More buyers than ever are conducting their research online before they visit any provider’s own website. This means that marketers lack visibility into at least 50% of the buying journey — making opportunities for growth harder to influence.
Gartner Digital Markets’ 2023 Global Software Buying Trends Report sheds light on the dark funnel by providing insights on how businesses plan to prioritize, research, and buy technology in 2023. Here are some of the key shifts software providers need to know at each stage of the buying journey.