With the pressure to prove ROI for every purchase, tech professionals are taking a critical look at their vendors. In fact, more than 51% of buyers in North America have either added a new vendor or have switched vendors in the past 18 months. This is a double-edged sword for tech businesses – more buyers changing vendors means more chances to attract new customers. But it also means many of your customers are considering different solutions right now.
In this infographic, we’ll take a closer look at insights from TechTarget’s 2024 Media Consumption Survey to understand what’s driving this change. From the main factors for switching vendors to the main reasons for staying, we’ll show you how to improve your customer retention and acquisition, all to keep a robust pipeline this year.
