Customer Engagement: The Role of Content in the IT Purchase Process (Excerpt)

Customer Engagement:The Role of Content in the IT Purchase Process

Customer Engagement

Conducted across the IDG Enterprise brands: CIO, Computerworld, CSO, InfoWorld, ITworld & Network World

• METHODOLOGY • DEMOGRAPHICS• RESULTS • CONCLUSION

Purpose and Methodology

1

Survey SampleField Work April 9, 2012 –

May 18, 2012

Total Respondents 1,025

Margin of Error +/- 3.1%

Audience Base CIO, Computerworld, CSO, InfoWorld, ITworld, and Network World sites and email

Survey Method

Survey GoalTo gain a better understanding of the role content consumption plays in the purchase process for major technology products and services.

Collection Online Questionnaire

Number of Questions

29 (incl. demographics)

Source: IDG Enterprise Customer Engagement, May 2012


2

Informational Needs Shift During Purchase Process

Q. For each stage of the purchase process for major enterprise IT/security products and services, which of the following types of information or content do you rely on most? AND Q. Please estimate the total number of informational assets you typically download to aid you in the purchase process for major enterprise IT/security purchases.



3

Q. When researching a specific major enterprise IT/security solution, how many pieces of content related to that solution do you typically need to consume before you are ready to be contacted by a sales representative?

Lead Nurturing Key to Sales Process

3%

34%

20%

6%

37%

1 piece of content

2-4 pieces of content

5-9 pieces of content

10 or more pieces of content

No set number - I will contact a salesperson when I am ready



4

Trusted Information Hard to Come By

38%

43%

19%

Extremely challenging/Very challenging

Somewhat challenging

Not very challenging/Not at all challenging

Q. Generally speaking, how challenging do you feel it is to locate enough high quality trusted information on major enterprise IT/security products and services to make an informed purchase decision you are comfortable with? AND Q. Please tell us a little about what makes it extremely or very challenging to find enough high-quality, trusted information on major enterprise IT products and services.



5

Sufficient Time Required Before Sales Contact

Q. How soon after consuming the proper amount of content related to a specific enterprise IT/security solution would you typically like to be contacted by a sales representative?

7%

28%

20%

21%

8%

16%

That day

1-3 days later

4-6 days later

1-2 weeks later

More than 2 weeks later

Not sure



6

86%

84%

83%

83%

81%

81%

81%

80%

79%

76%

76%

73%

60%

57%

Emails received directly

Technology content sites (e.g., CNET.com, (Brand).com)

Online links for articles in printed publications

White papers viewed/downloaded

Links found via search engines

Conference or events attended

Email newsletters

Third-party research including research firms (e.g., Gartner, IDC)

Case studies

Technology vendor sites

Webcasts/Webinars

Web video/Video clips/Podcasts

Blogs/Wikis

Discussions on social networking sites/communities

IT Decision-Makers Actively Share Content

Q. How are you most likely to share the information/assets you view when researching major enterprise IT/security purchases? (Chart includes respondents who indicated that they would share content.)



7

LinkedIn Most Widely Used Social Site for Business

Q. How are you using Twitter, Facebook, LinkedIn, YouTube, and Google+? (Base: Respondents using specified social sites.) AND Q. How are you using social media?*

Source: IDG Enterprise Customer Engagement, May 2012 *Source: Navigating the Marketing Maze, IDG Research, 2011


8

Social Sites Encourage Vendor Interaction44%

38%35%

34%33%

32%31%

29%28%

24%21%

20%20%

19%18%18%

14%13%

12%1%

27%

Stay on top of industry trendsSee product reviews/rankings

Obtain information/perspective that will help me make decisionsObtain information/perspective that will help me influence a decision

Keep informed about vendors' offeringsParticipate in events sponsored by a vendor or potential vendor

Interact with other users in a community settingObtain product specifications

Engage in dialogue with experts or industry peersUse tools such as calculators, worksheets, etc.

Obtain pricingTrack status of shipments/deliveries

Submit opinions about products/servicesResolve customer service issues

Obtain discounts on purchasesRefer or promote a vendor or partner to others

Purchase products/servicesSubmit ideas for new products/services

Monitor/manage invoicing and paymentsOther

None of the above

Q. How are you using social and/or business networking sites/services to engage with technology vendors?Source: IDG Enterprise Customer Engagement, May 2012


9

Conclusion A variety of content is strategically used throughout the IT purchase process.

A significant amount of vendor and non-vendor assets are downloaded and used to aid in decision-making.

Despite a strong need for quality content, trusted information is hard to come by due to perceived vendor bias. Partnering with a trustworthy source to produce content can help offset this perception.

Lead nurturing is key to the sales process, but leads are only receptive to a certain level of related content over a set time period.

The majority of IT decision-makers would prefer not to be contacted immediately after consuming their desired amount of content.

Information is actively shared with peers, primarily by email, phone, in-person or via LinkedIn. Emails are shared most often.

Social networks encourage vendor interaction.



10

To view the full results, please contact Bob Melk, SVP, Group Publisher & CMO of IDG Enterprise at [email protected].

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Customer Engagement: The Role of Content in the IT Purchase Process (Excerpt)

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