Decision-grade B2B research for technology, SaaS, cybersecurity, cloud, devtools, fintech, healthtech and vertical software.
What's different about B2B tech research
Three things make B2B tech research different from generic B2B research.
- Buyer sophistication. Technical buyers will see through marketing positioning faster than buyers in most other sectors. Research has to be sharper or it gets dismissed.
- The three-layer decision. IT decision-makers, business buyers, and end users frequently disagree. Research has to capture all three or it misses the real reason a deal moved or stalled.
- The category-creation problem. A lot of B2B tech sells into categories that don't fully exist yet. Standard category research is the wrong tool. We use a different frame for category-creation work.
The questions we settle in B2B tech
- Is the category real? Especially for AI-native, dev-platform and security categories built in the last 24 months.
- What's the buying committee actually doing? The committee in the slide vs the committee in the deal.
- Why are we really losing to the alternative we keep losing to? Almost never the reason in the CRM.
- Will the buyer pay this much? Willingness-to-pay tested at unit-economic resolution, not benchmarked from comp.
- Where is the buyer actually getting their information? Channel reads that don't assume tech buyers all live on the same five sites.