Each of these segments has very different paths to purchase which may depend on how much they already know about available software options, their timeline, who else is involved in the decision-making process, and other considerations. (We discussed how to examine your target markets in our previous blog, How To Create a Content Marketing Strategy.)
A purchasing agent may start by reviewing which solutions the company has used in the past and then doing a Google search. An IT manager may first talk with the user community to gather information about the problems they are trying to solve. The IT consultant may confer with other consultants or look at vendor websites for specific capabilities. You have to think through their role in the organization, what needs they have, and how they go about solving problems.