The Customer Journey
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The customer Journey A Guide to Reaching IT Decision-makers through content marketing
The Challenge
The distribution of influence & responsibility means technology marketers need to target all levels of the IT organization with messages tailored to the IT decision-maker (ITDM) involved at that stage of purchase process.
81%
of ITDMs say it’s somewhat to very challenging to find enough high-quality, trusted information to make an informed purchase decision comfortably
66%
of ITDMs say that lack of content matched to their information needs will decrease the likelihood of a purchase
Time-crunched IT executives feel this pain most acutely
vs. Non-Heads of IT
Heads of IT
40% 33%
report as extremely or very challenging
Top 3 Challenges
54% 51% 42%
Lack of truly independent, unbiased information Too much marketing hype & empty buzzwords Hesitate to download for fear of unwanted sales follow-up
Leadership shifts with each stage of the purchase process
Stage 1
Stag e 2
Stag e 3
Stag e 4
Stage 5
Stage 6
Determine the Business Need
Determine Technical Requirements
Evaluate Products & Services
Recommend & Select Vendors
Sell Internally
Approve And Authorize Purchases
48% CIO/ Executive IT LOB 44% Management
Consider where ITDMs look, and how much content they need
3
What Type of Content Do They use?
Each stage of the purchase process requires specific content to engage
CEO
Enterprise
11
Stag e 3
Stag e 4
Determine the Business Need
Determine Technical Requirements
Evaluate Products & Services
Recommend & Select Vendors
ITDMs’ willingness to share can make them your brand advocate
2. Search engines 3. White papers 4. Tech content sites 5. Newsletters
2. Search engines 3. Tech content sites 4. Tech vendor sites 5. Tech vendors
2. Search engines 3. Tech content sites 4. Tech vendor sites 5. Tech vendors
2. Tech vendors 3. Search engines 4. Tech content sites 5. Tech vendor sites
2. Tech vendors 3. Analyst firms 4. Tech content sites 5. Search engines
2. Analyst firms 3. Tech vendors 4. White papers 5. Executive events
7
84%
have registered online to receive content related to a specific enterprise technology solution in the past 6 months
8 6 vs.
Stag e 4
Stage 5
Stage 6
Determine the Business Need
Determine Technical Requirements
Evaluate Products & Services
Recommend & Select Vendors
Sell Internally
Approve And Authorize Purchases
49%
Technology news Feature article on technologies Case studies
40%
How-to content/ information
44%
38% 37%
Product demo/ product literature
42%
Product testing/ reviews/opinions
42% 41%
Technology news
66%
Product demo/ product literature
63% 49%
Technology news How-to content/ information
49% 48%
Case studies
Product testing/ reviews/ opinions
45%
Product demo/ product literature
ROI tool, calculator, other assessment tool
29%
41%
Product testing/ reviews/opinions
Analyst Research (IDC, Gartner, Forrester) 36%
Product demo/ product literature
31% 31%
Technology news Buyer’s guides
ROI tool, calculator, other assessment tool
of ITDMs are willing to share online content 1
86% 85%
Links found via search Emails received directly Online links for articles in printed publications
83% Technology content sites 82% Conferences or events info 81% Third-party research 79%
88%
2 Email/ forwarding
at each stage
26%
21%
Product demo/ product literature
21%
Top 5 Tactics
How to Engage ITDMS
1
3
Timing 5 days
Only 36% say vendors Frequently hit the mark
What Makes a Purchase Less Likely?
say a rep lacking knowledge makes them less likely to purchase
Create quality content by using insights about IT leaders and their tech-savvy LOB counterparts
37%
Share on LinkedIn
2
Develop content that speaks to key stakeholders at each stage of the purchase process
71% 3
say contact outside the ITDM’s desired time frame
Deliver your content and message at the right time via preferred channels
4
54%
Ensure timely follow-up from knowledgeable representatives
Sources: IDG Enterprise Customer Engagement Survey, 2014; IDG Enterprise Role & Influence of the technology decision-maker Survey, 2014
say no vendor follow-up
5
Build credibility and trust with decision-makers
is considered an optimal time frame in which to receive additional related content
Unbiased product testing/reviews/ opinions Relevant content
93% 86% 73%
63% performed additional product research 54% visited a vendor website or contacted vendor 29% added a vendor to their short list 24% purchased a product
18%
51%
say such sites made them more willing to recommend a vendor to others
43%
Average time for an ITDM to be ready for sales contact after viewing or downloading technology product or service content
say a knowledgeable vendor rep makes them more likely to purchase
Only 25% believe this
83%
2
Discuss in person or by phone
3.2Weeks
After viewing a Video...
believe use of social/business networking sites improved their customer service experience with a vendor
3
72%
The Power of Video
Analyst research (IDC, Gartner, Forrester) 19%
executive IT is more likely to use social/business networking sites for business purposes than other IT levels
Why? More ITDMs are involved.
Established, trusted brand
51%
of ITDMs use social/business networking sites for business purposes
62%
Knowledge
84%
82%
What are they sharing?
When do they want it?
Top Content
30%
Case studies
Enterprises take 1 month longer than SMBs to make purchase decisions.
What Drives Tech Buyers to Tech Sites?
26%
18%
to technology’s most powerful audience of enterprise influencers, business stakeholders, solution champions and final decision-makers.
say networking/ connecting with peers ranks as a top benefit of attending face-to-face events
Product testing/ reviews/opinions
Analyst research (IDC, Gartner, Forrester) 19% Case studies
Peers
of ITDMs say association with a trusted third party increases credibility of vendor content
93% 1
44%
Product testing/ reviews/ opinions
Top Source:
pieces of content
Stag e 3
IDG Enterprise connects you
connecting Peers
2 additional
Stag e 2
Feature article on technologies
Months
After registering to access a piece of content, ITDMs are interested in receiving an average of
Enterprises download more assets than SMBs
Stage 1
happens frequently
6
Sell Internally
Approve And Authorize Purchases 1. Peers
Become an integral part of your customers’ research process
Pull it all together
Stage 6
1. Peers
Sharing Methods
5
Stage 5
Average number of informational assets downloaded by ITDMs during purchase process
6.3
Months
1. Peers
ITDMs devour vendor content during the selection process
Non-Heads of IT
5
1. Peers
Top 3
The 3 Keys to Increase Sales
Heads of IT
1. Peers
Feature article on trends, strategy, management
at each stage
CFO
1. Peers
70%
4
5
Stag e 2
Analyst research (IDC, Gartner, Forrester) 33%
How Do They Share & Use Social?
Shorten The Sales Cycle By Targeting High-Level IT
SMB
Stage 1
How Much content do ITDMs want?
The Purchase Process
2
Where Do they Find Content?
The Purchase Process
How Many ITDMs Weigh in on Major IT Purchases?
Top ITDMs
61% IT/Networking 68% IT/Networking 50% IT/Networking 50% CIO/ 59% CIO/ Staff Staff Staff Executive IT Executive IT IT/Networking IT/Networking IT/Networking IT/Networking 48% Management 49% Management 48% Management 43% Management 49% 49% Decision TIME FOR MAJOR PURCHASE
1
Know Your Target Customer
The Purchase Process
To succeed, tech marketers must deliver the right content, to the right person, at the right time, in the right format. Here is a roadmap to help guide your efforts.
claim social/business networking sites increased their brand loyalty
77%
of ITDMs report that association with a known, familiar source builds trust
92%
of ITDMs are more likely to click on a link from a familiar trusted source, like IDG Enterprise’s network of tech sites
Trust Time Spent with Vendors by IT Team
Familiarity Cuts Sales Cycles in Half Current Vendor
3.3 Months
Enterprise
4 months Prospective Vendor Enterprise
7 months
SMB
3 months 6.2 Months SMB
6 months
Current Vendor
4.41 2.54
hours per week
Prospective Vendor
Partner with a trusted source like IDG Enterprise and its network of technology sites and publications
www.idgenterprise.com
hours per week
The Challenge
The distribution of influence & responsibility means technology marketers need to target all levels of the IT organization with messages tailored to the IT decision-maker (ITDM) involved at that stage of purchase process.
81%
of ITDMs say it’s somewhat to very challenging to find enough high-quality, trusted information to make an informed purchase decision comfortably
66%
of ITDMs say that lack of content matched to their information needs will decrease the likelihood of a purchase
Time-crunched IT executives feel this pain most acutely
vs. Non-Heads of IT
Heads of IT
40% 33%
report as extremely or very challenging
Top 3 Challenges
54% 51% 42%
Lack of truly independent, unbiased information Too much marketing hype & empty buzzwords Hesitate to download for fear of unwanted sales follow-up
Leadership shifts with each stage of the purchase process
Stage 1
Stag e 2
Stag e 3
Stag e 4
Stage 5
Stage 6
Determine the Business Need
Determine Technical Requirements
Evaluate Products & Services
Recommend & Select Vendors
Sell Internally
Approve And Authorize Purchases
48% CIO/ Executive IT LOB 44% Management
Consider where ITDMs look, and how much content they need
3
What Type of Content Do They use?
Each stage of the purchase process requires specific content to engage
CEO
Enterprise
11
Stag e 3
Stag e 4
Determine the Business Need
Determine Technical Requirements
Evaluate Products & Services
Recommend & Select Vendors
ITDMs’ willingness to share can make them your brand advocate
2. Search engines 3. White papers 4. Tech content sites 5. Newsletters
2. Search engines 3. Tech content sites 4. Tech vendor sites 5. Tech vendors
2. Search engines 3. Tech content sites 4. Tech vendor sites 5. Tech vendors
2. Tech vendors 3. Search engines 4. Tech content sites 5. Tech vendor sites
2. Tech vendors 3. Analyst firms 4. Tech content sites 5. Search engines
2. Analyst firms 3. Tech vendors 4. White papers 5. Executive events
7
84%
have registered online to receive content related to a specific enterprise technology solution in the past 6 months
8 6 vs.
Stag e 4
Stage 5
Stage 6
Determine the Business Need
Determine Technical Requirements
Evaluate Products & Services
Recommend & Select Vendors
Sell Internally
Approve And Authorize Purchases
49%
Technology news Feature article on technologies Case studies
40%
How-to content/ information
44%
38% 37%
Product demo/ product literature
42%
Product testing/ reviews/opinions
42% 41%
Technology news
66%
Product demo/ product literature
63% 49%
Technology news How-to content/ information
49% 48%
Case studies
Product testing/ reviews/ opinions
45%
Product demo/ product literature
ROI tool, calculator, other assessment tool
29%
41%
Product testing/ reviews/opinions
Analyst Research (IDC, Gartner, Forrester) 36%
Product demo/ product literature
31% 31%
Technology news Buyer’s guides
ROI tool, calculator, other assessment tool
of ITDMs are willing to share online content 1
86% 85%
Links found via search Emails received directly Online links for articles in printed publications
83% Technology content sites 82% Conferences or events info 81% Third-party research 79%
88%
2 Email/ forwarding
at each stage
26%
21%
Product demo/ product literature
21%
Top 5 Tactics
How to Engage ITDMS
1
3
Timing 5 days
Only 36% say vendors Frequently hit the mark
What Makes a Purchase Less Likely?
say a rep lacking knowledge makes them less likely to purchase
Create quality content by using insights about IT leaders and their tech-savvy LOB counterparts
37%
Share on LinkedIn
2
Develop content that speaks to key stakeholders at each stage of the purchase process
71% 3
say contact outside the ITDM’s desired time frame
Deliver your content and message at the right time via preferred channels
4
54%
Ensure timely follow-up from knowledgeable representatives
Sources: IDG Enterprise Customer Engagement Survey, 2014; IDG Enterprise Role & Influence of the technology decision-maker Survey, 2014
say no vendor follow-up
5
Build credibility and trust with decision-makers
is considered an optimal time frame in which to receive additional related content
Unbiased product testing/reviews/ opinions Relevant content
93% 86% 73%
63% performed additional product research 54% visited a vendor website or contacted vendor 29% added a vendor to their short list 24% purchased a product
18%
51%
say such sites made them more willing to recommend a vendor to others
43%
Average time for an ITDM to be ready for sales contact after viewing or downloading technology product or service content
say a knowledgeable vendor rep makes them more likely to purchase
Only 25% believe this
83%
2
Discuss in person or by phone
3.2Weeks
After viewing a Video...
believe use of social/business networking sites improved their customer service experience with a vendor
3
72%
The Power of Video
Analyst research (IDC, Gartner, Forrester) 19%
executive IT is more likely to use social/business networking sites for business purposes than other IT levels
Why? More ITDMs are involved.
Established, trusted brand
51%
of ITDMs use social/business networking sites for business purposes
62%
Knowledge
84%
82%
What are they sharing?
When do they want it?
Top Content
30%
Case studies
Enterprises take 1 month longer than SMBs to make purchase decisions.
What Drives Tech Buyers to Tech Sites?
26%
18%
to technology’s most powerful audience of enterprise influencers, business stakeholders, solution champions and final decision-makers.
say networking/ connecting with peers ranks as a top benefit of attending face-to-face events
Product testing/ reviews/opinions
Analyst research (IDC, Gartner, Forrester) 19% Case studies
Peers
of ITDMs say association with a trusted third party increases credibility of vendor content
93% 1
44%
Product testing/ reviews/ opinions
Top Source:
pieces of content
Stag e 3
IDG Enterprise connects you
connecting Peers
2 additional
Stag e 2
Feature article on technologies
Months
After registering to access a piece of content, ITDMs are interested in receiving an average of
Enterprises download more assets than SMBs
Stage 1
happens frequently
6
Sell Internally
Approve And Authorize Purchases 1. Peers
Become an integral part of your customers’ research process
Pull it all together
Stage 6
1. Peers
Sharing Methods
5
Stage 5
Average number of informational assets downloaded by ITDMs during purchase process
6.3
Months
1. Peers
ITDMs devour vendor content during the selection process
Non-Heads of IT
5
1. Peers
Top 3
The 3 Keys to Increase Sales
Heads of IT
1. Peers
Feature article on trends, strategy, management
at each stage
CFO
1. Peers
70%
4
5
Stag e 2
Analyst research (IDC, Gartner, Forrester) 33%
How Do They Share & Use Social?
Shorten The Sales Cycle By Targeting High-Level IT
SMB
Stage 1
How Much content do ITDMs want?
The Purchase Process
2
Where Do they Find Content?
The Purchase Process
How Many ITDMs Weigh in on Major IT Purchases?
Top ITDMs
61% IT/Networking 68% IT/Networking 50% IT/Networking 50% CIO/ 59% CIO/ Staff Staff Staff Executive IT Executive IT IT/Networking IT/Networking IT/Networking IT/Networking 48% Management 49% Management 48% Management 43% Management 49% 49% Decision TIME FOR MAJOR PURCHASE
1
Know Your Target Customer
The Purchase Process
To succeed, tech marketers must deliver the right content, to the right person, at the right time, in the right format. Here is a roadmap to help guide your efforts.
claim social/business networking sites increased their brand loyalty
77%
of ITDMs report that association with a known, familiar source builds trust
92%
of ITDMs are more likely to click on a link from a familiar trusted source, like IDG Enterprise’s network of tech sites
Trust Time Spent with Vendors by IT Team
Familiarity Cuts Sales Cycles in Half Current Vendor
3.3 Months
Enterprise
4 months Prospective Vendor Enterprise
7 months
SMB
3 months 6.2 Months SMB
6 months
Current Vendor
4.41 2.54
hours per week
Prospective Vendor
Partner with a trusted source like IDG Enterprise and its network of technology sites and publications
www.idgenterprise.com
hours per week
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