Beyond creating trusted, relevant content, tech marketers need to produce content that is viewable and interactive on mobile devices. Developing information that is optimized for a variety of devices will make it easier for customers to access the information they need, when they need it, on their preferred device – ultimately enhancing their purchase experience.

IT marketers also need to evaluate how they are using social media to engage ITDMs. Three-quarters (73%) of ITDMs have engaged with a technology vendor using social media or business networking sites. In addition to maintaining a social presence to shape conversations, actively engaging ITDMs on social media has more tangible benefits. More than two-fifths of respondents report that the ability to interact with or follow technology vendors on social sites has improved their willingness to recommend vendors to others (44%), their overall vendor satisfaction (43%), customer service experience (43%), and their feelings of brand loyalty (40%).

Our research demonstrated that ITDMs also actively disseminate valuable content to their peers – creating a valuable opportunity for marketers to expand their reach. While ITDMs are most likely to use email (86%) to share content/assets they read and download, they also access social/business networking sites like Facebook and LinkedIn. Providing social media and email links alongside content via a built-in toolbar will encourage sharing. 91% of respondents reported that would share content with their peers via a built-in tool.

Bottom line: ITDMs are embracing mobile and social. IT marketers should too… there are numerous benefits to doing so.

Is your team effectively measuring the ROI of mobile and social initiatives?

Source: Customer Engagement: The Role of Content in the IT Purchase Process, IDG Enterprise, 2012

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.

81% of respondents report that locating enough high-quality, trusted information to make informed enterprise IT purchase decisions is at least somewhat challenging. Time crunched IT executives appear to be feeling this pain most acutely, with 42% of IT heads reporting it is extremely or very challenging compared to 35% of non-heads of IT.

When searching for content online, the majority of IT decision-makers (ITDMs) prefer to click on organic search results (68%) compared to 5% that prefer paid results. Familiarity of a source not only increases the likelihood of a tech buyer clicking on a link (83%), it also increases the trust tech buyers have in the information they read online (73%).

The majority of ITDMs are aware of marketers’ efforts to reach them through data services techniques. Only 20% of respondents said that they do not notice when content is delivered relating to search or previous downloads. Their level of appreciation for this content, however, varies. The research shows that 45% of respondents notice and appreciate content delivered related to their search history, while 35% notice but do not appreciate this tactic. Conversely, 39% notice and appreciate content delivered related to previous downloads, while 40% of respondents report that they notice, but do not appreciate that service. IT heads are not only receptive to receiving related content; they appreciate it more than non-heads – most likely due to the resulting time savings.

Knowing that tech buyers are receptive—and even appreciative—of related content should give marketers enough incentive to consider using data services to enhance search marketing efforts. Data services not only present a valuable opportunity to deliver the high quality, relevant content that ITDMs are actively seeking, but they also provide the most relevant content possible to tech buyers, increasing the likelihood of engagement and enhancing your credibility with this important audience.

Have you considered using data services to enhance your search marketing efforts?

Source: Customer Engagement: The Role of Content in the IT Purchase Process, IDG Enterprise, 2012

IT decision-makers (ITDMs) thirst for unbiased, relevant content as they investigate new products and solutions for their organization, opening the door for tech solution providers to share their thought leadership and build relationships. However, ongoing communication with a prospect after they have engaged with a vendor’s asset/content (lead nurturing) does not happen overnight and must be carefully designed to be effective.

Although IT decision-makers do consume a significant amount of content, it is pertinent to understand quantity and timing preferences for optimal information delivery and how it connects to the sales process. Just 3% of respondents report that they are receptive to being contacted by a sales person after consuming one piece of content related to a purchase. Does that mean they are not a serious lead? No, this just emphasizes the importance of lead nurturing.

Registering to access a piece of content does increase familiarity and openness to receiving additional related content. Two-thirds of respondents are receptive to being sent content related to the assets they have registered to receive. However, delivery of related content must also be timely. After an initial asset is downloaded, Enterprise ITDMs appreciate receiving an additional 2 pieces of related content within 4 weeks. Typically, ITDMs consume 5 pieces of content prior to being ready to speak with a sales representative and they typically consume 8 pieces of content, created by, or on behalf of the solution provider/partner they eventually select. The best time for solution providers to contact ITDMs is within 6 days of them downloading and consuming their desired amount of content.

Marketers must carefully examine existing content and lead nurturing strategies to ensure that they are meeting the expectations of tech buyers and getting the most out of their content marketing dollars. However, even the most carefully planned content marketing strategy will not be successful without sufficient follow-through. This research captures a significant gap in the communications that ITDMs expect to have with solution providers throughout the purchase process and what those providers deliver. Marketing and sales need to collaborate more effectively throughout the lead scoring process and to the point of ‘sales readiness’ to ensure leads are contacted within an average of just 6 days after the appropriate level of content has been consumed. Only through this partnership will leads effectively convert to sales.

How involved is your sales team in your content marketing efforts?

Do you feel that your content strategy meets the expectations of tech buyers?

Source: Customer Engagement: The Role of Content in the IT Purchase Process, IDG Enterprise, 2012

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.

Content Auditing
A robust library of assets is the key to educating and building a relationship with your target customers. Strong content can showcase vendors as a thought-leader and partner. In the IDG Enterprise 2010 Role & Influence of the Technology Buyer Study, 68% of participants use White Papers to keep up-to-date with new technologies and 57% use webcasts/webinars.² These are tools used throughout the purchase process to determine technology needs, create vendor short-lists and approve the purchase. However, beyond distributed assets, a vendor’s website is an important tool to showcase thought-leadership and highlight product strengths, because vendor websites are the number one source IT professionals use during the authorize/approve stage of the purchase process. ²

If your assets have not previously driven the quality of leads you are looking for, then your content should be evaluated. Whether you choose to re-work your assets, conduct research to enhance your materials or hire out the creation of customer content it is essential to update your content and maintain engagement. Opportunities can be easily lost without the appropriate tools.

Lead Reporting
Lead reporting is the stepping stone for understanding who is engaged with a marketing campaign and how to reach this individual. This stage is where some lead generation programs stop, leaving sales unable to prioritize the best follow-up method. Participants in a recent MarketingSherpa study stated that they pass leads to sales once they have basic contact information (80%).¹ This information is the first stage for developing a relationship with a prospect. Digging deeper into the interaction, additional information can be gained including demographics and what assets have been downloaded, helping to plan your initial contact and highlighting key solutions that will serve their needs.

Lead Scoring
Lead Scoring is an understanding of how invested an individual lead is in a specific technology as well as identifying where they are in the purchase process. This “score” provides valuable and actionable information, however lead scoring is not widely adopted yet. Only 25% of marketers will wait to approach a lead, or amend the initial lead details, once the lead has reached a certain lead score through expressed interest in a number of categories.¹ The demand for lead scoring services should grow as the economy stabilizes and organizations have money to spend. This will be driven by sales teams wanting to shorten the sales cycle by having the tools to create the right dialogue based on the needs of each lead.

Lead Nurturing
Lead Nurturing creates a path to move prospects through the purchase process by anticipating and serving what assets and information will help educate, strengthen the relationship and continue prospects through the purchase process to becoming customers. Lead nurturing success depends on timing and having the right set of information assets available to keep leads engaged. This is when an asset or content audit plan should be reviewed to ensure that you distribute the correct available assets for each stage of the purchase process.
Once you have successfully turned a lead into a customer, your product quality and service will be the essential tools to help you build and maintain a strong relationship. Customer retention and upsell/resell is an aspect of the sales process that sales and marketing work together on to ensure that the initial lead generation evolution continues to drive revenue. Ultimately, the ability to deliver the right content, at the right time, to the right audience will allow for higher qualified leads and a shorter sales cycle.

¹MarketingSherpa B2B Marketing Benchmark Survey, August 2010
²2010 Role & Influence of the Technology Buyer Study, IDG Enterprise, June 2010