When you’re a marketer communicating with the technology industry, one that is itself characterized by rapid technological transformation, it’s important to remember that your savviest customers are also today's top tech talent. Luckily, tapping into knowledge about various idiosyncracies and habits of technology decision-makers can help boost your skills and effectiveness as a marketer. With over 467 million members across nearly every industry, LinkedIn has unparalleled insight into business decision makers. We leveraged LinkedIn data to uncover new insights on talent dynamics within key sectors of technology. In the coming weeks, we’re excited to release these actionable findings as a series of infographics designed to equip and empower tech marketers with information on the core personas that matter most. Today, we kick off our series exploring LinkedIn’s U.S. Internet and Internet Technology & Services cohort, specifically sharing: -- Education, growth, and job migration patterns — 13% of Internet and IT & Services professionals currently hold a postgraduate degree. -- Geographic hotspots where these two sectors are thriving — Austin, Seattle, and Denver reign supreme! -- Professional behavior and attitudes towards work — more than one-third seek the ability to make an impact. -- Top companies, influencers, groups, and news sources within each sector — from TechCrunch to TED talks. -- Critical takeaways for marketers when engaging with the Internet and Internet Technology & Services community — craft compelling thought leadership using our insights. Dive into this Infographic to help take your knowledge of the tech marketer’s Internet and Internet Technology & Services customers to the next level.

1. 9%
of IT & Services employees
have changed jobs in
the past year
With 460M+ members in over 200 countries, LinkedIn
has the ability to analyze professional movement and
content interest across the world. Dive into tips and
trends pulled from our data that will sharpen your
insights and inform your marketing plans.
But top talent is exchanging hands with
other competitive industries, as IT &
Services employees migrate from:
+ Computer Software
+ Financial Services
+ Hospital/Healthcare
Similarly, we see Internet
employees drifting in and
out of roles, showing growth in:
+ Software, Tech, and Services
+ Internet Marketing and Advertising
+ Telecommunication IT and Services
+ Financial Services
+ Retail
14%
of Internet employees
have changed jobs in
the past year
They’re looking for
industry experts
to help them stay
up to speed beyond
their immediate
purview.REMEMBER:
1. Tech professionals can be key members of the
buying committee — even at non-tech companies.
2. As technology-enabled industries undergo rapid
transformation, tech pros look toward industry
experts to stay informed. Engage and provide
value through compelling thought leadership.
Become familiar with the
buying habits and purchasing
preferences of ITDMs
Engage with ITDMs
in relevant ways, leveraging
personalized, tailored content
Build rapport
via close alignment
with Sales
ALONG THESE LINES,
MARKETERS SHOULD:
REMEMBER: Consider this geography in your targeting of both
companies and ITDMs.
IT & Services
The South and Southeast,
including Florida, Charlotte,
Nashville, and Houston
Internet
The coasts, including
San Francisco, Portland, OR,
New York, and Portland, ME;
Indianapolis, IN; and
Phoenix, AZ
Internet and IT & Services
Austin, TX
Seattle, WA
Denver, CO
45% of Internet and 37% of IT &
Services professionals seek the ability
to make an impact, so make sure your
sales and marketing teams arm them
with the ability to do just that.
45% 37%
IT & Services professionals seek
to learn new business skills as
they advance — especially in
key topics like management,
leadership, and integration,
WHAT MATTERS
THE MOST?
Both Internet and IT & Services
pros engage on LinkedIn at
above-average rates with:
+ 1.3–1.5x mobile views
+ 1.4–1.5x companies followed
+ 1.4–1.7x connections
HOW INTERNET AND IT & SERVICES
PROFESSIONALS ENGAGE WITH LINKEDIN
Their favorite companies to follow include:
But they diverge on more traditional niche industry paths for:
InternetIT & Services
IT & Services professionals love:
+ Tech: Cloud Computing, SAP
+ Business: BI, Sales
Internet professionals love:
+ Internet-based: Online Marketing, Web Marketing
+ Finance: Venture Capital
Both Internet and IT & Services professionals love:
+ Strategy & Management: Employee Engagement, Confidence Building
+ Marketing: Social Media Marketing, Integrated Marketing
BUT LINKEDIN GROUP POPULARITY
STAYS INDUSTRY-SPECIFIC:
REMEMBER: Know where their industry preferences converge
and divide, and tailor your content targeting and topics accordingly.
This infographic uses a combination of anonymized LinkedIn member and survey data.
+ Software and Technology
+ The Project Manager Network
+ Cloud Computing, SaaS,
and Virtualization
+ Information Technology: Jobs,
Job Postings, and Job Recruiting
+ Social Media Marketing
+ Digital Marketing
+ On Startups — The Community
for Entrepreneurs
+ eMarketing Association Network
Internet
TopGroups
IT&Services
TopGroups
WHEN IT COMES TO
CONTENT TOPICS...
WHERE ARE
THEY THRIVING?
Internet professionals
lean deeper into tech,
seeking advanced skills
in Java, JavaScript,
Python, Linux, and SQL
REMEMBER: There is an increasing number of
discerning tech experts to reach, engage, and please.
OF INTERNET AND IT & SERVICES
PROFESSIONALS CURRENTLY HOLD
A POSTGRADUATE DEGREE
h 5.7%
GROWTH IN THE
INTERNET SECTOR
h 1.5%
GROWTH IN
IT & SERVICES
U.S. INTERNET AND INFORMATION
TECHNOLOGY & SERVICES
13%
THROUGH THE
EMPLOYMENT
IS GROWING