B2B PRs could be duking it out over an approximate £369,101 that UK businesses are looking to invest in technology, according to new data from B2B PR and marketing agency Babel.

Babel’s B2B Tech Barometer 2025 found that UK businesses with over 1,000 employees are looking to invest approximately £369,101, while US counterparts are predicted to spend closer to £500,000 on technology.

Key findings from Babel’s Tech Barometer:

• Long buying cycles: Nearly half (49%) of tech buyers make purchases or replacements every 2-5 years.

• Top media channels: Tech and vertical trade media (22%) and business trade media (22%) dominate as sources for B2B news.

• Preferred content formats: Long-form thought leadership (32%) is the most influential, followed by research-based news (30%) and executive profiles (29%).

• Consistency matters: 68% of tech decision-makers emphasize consistent messaging across channels.

Who’s leading buying decisions?

The report highlights the CIO/CTO role as the most influential in purchasing decisions, noted by 30% of respondents (higher in the US at 33%). However, systems integrators and technical teams (29%), along with CEOs and financial directors (27%), are key players marketers often overlook.

Jenny Mowat, CEO of Babel PR said: “While targeting the C-suite is crucial, engaging technical champions within the buying committee is equally important.”

The average IT decision-making cycle requires vendors to remain visible for years. Brands must create "mental availability" by maintaining a steady presence across relevant channels. Babel’s research confirms the top platforms for tech buyers include:

• Trade and business media (22%)

• Industry newsletters (21%)

• YouTube (20%)

• LinkedIn (18%)

Building influence

The content most likely to resonate with decision-makers includes long-form thought leadership (32%), research-based news (30%), and executive profiles (29%). Such content helps vendors achieve credibility and expertise in the eyes of buyers.

“Trade media remains pivotal for reaching senior IT decision-makers who seek technical depth and actionable insights,” Mowat explained.

Multi-channel consistency

Consistency across messaging and branding is vital, with 68% of respondents calling it important for trust and impact. Mixed messages could damage brand perception and reduce influence.

The power of peer networks and analysis

When approached by unfamiliar vendors, 43% of buyers turn to their networks, highlighting the importance of word-of-mouth validation. Analyst reports (42%), media commentary (42%), and vendor websites (41%) also play significant roles in shaping opinions.

Methodology: Research conducted by Censuswide between 12-19 August 2024, 202 UK and 201 US technology buyers within organisations employing at least 1000 people.