The 2012 IDG Enterprise Customer Engagement survey was completed with the goal of gaining a better understanding of the role content consumption plays in the purchase process for major technology products and services.
Key findings include:
- Specific types of content are used strategically throughout the IT purchase process.
- IT decision-makers (ITDM) download an average of nine informational assets throughout the purchase process.
- ITDM prefer to be contacted within 6 days of downloading and consuming their desired amount of content.
- Lead nurturing is key to the sales process, but leads are only receptive to a certain level of related content over a relatively short period of time. One-third (34%) of respondents indicate they are ready to be contacted by a sales person after consuming two to four pieces of content.
- 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.
- IT decision-makers use social media to discover, share and discuss tech information.
- Social networks also encourage and improve vendor relations. Three-quarters (73%) of respondents are engaging with technology vendors on social media and/or business networking sites.
IDG Enterprise’s 2012 Customer Engagement survey was conducted online among the audience of six IDG Enterprise brands – CIO, Computerworld, Network World, CSO, InfoWorld and ITworld – via web pop-up and email invitations, between April 9, 2012 and May 18, 2012. Results are based on 1,025 respondents.
For more information on this study, view the excerpt below. To receive the complete study results contact Bob Melk.
Download our free white paper, “Connecting the Dots Between Content and Sales” to learn more about the role of content in the IT purchase process.