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Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
Making content more relevant to IT buyers: Part One: Matching content to the buying cycle
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Making content more relevant to IT buyers: Part One: Matching content to the buying cycle

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  • Hello there, can you provide a little bit of information about the audience the survey was undertaken with - geographics, job titles and company size (min and max) if there isnt enough data to do a breakdown.

    Thanks in advance

    Chris
    chris.davies@citruszest.co.uk
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  • 1. Making Content Relevant To IT Buyers:Part One: Matching Content to the Buying CycleJuly 2011
  • 2. • Decoupling the Message from the Medium• Knowing where content works in the Buying Cycle Sources: July 2011 survey of IT buyers in UK Enterprises conducted by Vanson Bourne 2
  • 3. • Decoupling the Message from the Medium• Knowing where content works in the Buying Cycle 3
  • 4. To what extent do you agree with this statement?“With so many sources and channels of informationavailable it is now easier to find trustworthy/credibleindustry information.” 4
  • 5. Statement: “With so many sources and channels of Information available it is now easier to find trustworthy/credible industry information.” Disagree 18%Agree50% Neutral 32% 2010 result 5
  • 6. Statement: “With so many sources and channels of Information available it is now easier to find trustworthy/credible industry information.” Disagree Disagree 18% 21% Agree 39%Agree50% Neutral 32% Neutral 40% 2010 2011 result 6
  • 7. Statement: “With so many sources and channels of Information available it is now easier to find trustworthy/credible industry information.” Disagree Disagree 18% 21% Agree 39%Agree50% Neutral 32% Neutral 40% The percentage of IT decision makers that 2010 consider it easy to find 2011 result trustworthy/credible industry information has dropped by 20% to little more than 1 in 3 7
  • 8. The Point? Disagree Disagree 18% 21% Agree 39%Agree50% Neutral 32% Neutral 40% The percentage of IT decision makers that 2010 consider it easy to find 2011 result trustworthy/credible industry information has dropped by 20% to little more than 1 in 3 8
  • 9. Multi-channel communications are vital, but also irrelevant if the content does not provide some value and credibility. Disagree Disagree 18% 21% Agree 39%Agree50% Neutral 32% Neutral 40% The percentage of IT decision makers that 2010 consider it easy to find 2011 result trustworthy/credible industry information has dropped by 20% to little more than 1 in 3 9
  • 10. QUESTION: How easy is it to find the information youneed in these stages of your purchase decisionprocess? 10
  • 11. Question: How easy is it to find the information you need in these stages of your purchase decision process? 56% The Buying Cycle Stages 45% 43% 35%Keeping up up date with When identifying Keeping to to date Identifying appropriate Shortlisting vendors Selecting a vendorindustry or vendoror vendors to consider When short-listing When selecting the with industry news vendors to consider for a specific business vendors vendor/solution vendor news need 11
  • 12. Question: How easy is it to find the information you need in these stages of your purchase decision process? 56% 45% 43% 35%Keeping up up date with When identifying Keeping to to date Identifying appropriate Shortlisting vendors Selecting a vendorindustry or vendoror vendors to consider When short-listing When selecting the with industry news vendors to consider for a specific business vendors vendor/solution vendor news need 12
  • 13. Question: How easy is it to find the information you need in these stages of your purchase decision process? % describing it as “easy” or “very easy” to find information they need at this stage 56% 45% 43% 35%Keeping up up date with When identifying Keeping to to date Identifying appropriate Shortlisting vendors Selecting a vendorindustry or vendoror vendors to consider When short-listing When selecting the with industry news vendors to consider for a specific business vendors vendor/solution vendor news need 13
  • 14. Question: How easy is it to find the information you need in these stages of your purchase decision process? % describing it as “easy” or “very easy” to find information they need at this stage 56% 45% 43% 35%Keeping up up date with When identifying Keeping to to date Identifying appropriate Shortlisting vendors Selecting a vendorindustry or vendoror vendors to consider When short-listing When selecting the with industry news vendors to consider for a specific business vendors vendor/solution vendor news need 14
  • 15. Question: How easy is it to find the information you need in these stages of your purchase decision process? % describing it as “easy” or “very easy” to find information they need at this stage 56% 45% 43% 35%Keeping up up date with When identifying Keeping to to date Identifying appropriate Shortlisting vendors Selecting a vendorindustry or vendoror vendors to consider When short-listing When selecting the with industry news vendors to consider for a specific business vendors vendor/solution vendor news need 15
  • 16. Question: How easy is it to find the information you need in these stages of your purchase decision process? % describing it as “easy” or “very easy” to find information they need at this stage 56% 45% 43% 35%Keeping up up date with When identifying Keeping to to date Identifying appropriate Shortlisting vendors Selecting a vendorindustry or vendoror vendors to consider When short-listing When selecting the with industry news vendors to consider for a specific business vendors vendor/solution vendor news need 16
  • 17. Question: How easy is it to find the information you need in these stages of your purchase decision process? Even at the initial stage in the buying cycle, when buyers absorb technology ideas and start to form viewpoints of their own, almost half struggle to get the 56% information they need. 45% 43% 35%Keeping up up date with When identifying Keeping to to date Identifying appropriate Shortlisting vendors Selecting a vendorindustry or vendoror vendors to consider When short-listing When selecting the with industry news vendors to consider for a specific business vendors vendor/solution vendor news need 17
  • 18. The Point? Even at the initial stage in the buying cycle, when buyers absorb technology ideas and start to form viewpoints of their own, almost half struggle to get the 56% information they need. 45% 43% 35%Keeping up up date with When identifying Keeping to to date Identifying appropriate Shortlisting vendors Selecting a vendorindustry or vendoror vendors to consider When short-listing When selecting the with industry news vendors to consider for a specific business vendors vendor/solution vendor news need 18
  • 19. If vendors are to attract buyers into their orbit of influence at the earliest opportunity, with a view to engaging and nurturing later in the buying cycle, they need to make sure relevant, accessible content is at the buyers’ disposal. 56% 45% 43% 35%Keeping up up date with When identifying Keeping to to date Identifying appropriate Shortlisting vendors Selecting a vendorindustry or vendoror vendors to consider When short-listing When selecting the with industry news vendors to consider for a specific business vendors vendor/solution vendor news need 19
  • 20. • Decoupling the Message from the Medium• Knowing where content works in the Buying Cycle 20
  • 21. QUESTION: What types of information do you typicallysearch for at these stages of the buying cycle? Figure 3: Types of information typically sought at these stages of the buying cycles 21
  • 22. Question: What types of information do you typically search for at these stages of the buying cycle?The Buying Cycle Stages When selecting the When short-listing vendors vendor/solution 22
  • 23. Question: What types of information do you typically search for at these stages of the buying cycle? The Buying Cycle StagesWhen identifying vendors When selecting theto consider for a specific When short-listing vendors vendor/solution business need 23
  • 24. Question: What types of information do you typically search for at these stages of the buying cycle? The Buying Cycle StagesWhen identifying vendors When selecting theto consider for a specific When short-listing vendors vendor/solution business need 24
  • 25. Question: What types of information do you typically search for at these stages of the buying cycle? The Buying Cycle StagesWhen identifying vendors When selecting theto consider for a specific When short-listing vendors vendor/solution business need 25
  • 26. Question: What types of information do you typically search for at these stages of the buying cycle? When identifying vendors When selecting the to consider for a specific When short-listing vendors vendor/solution business need 53 %Analyst research/opinions The Buying Cycle Stages 39 %Independent research 37 % 28 %Internal peer opinion 46 % 50 %ROI/business case 33 % 34 %Direct customerreferences 35 % 27 %IT Press opinion pieces The Information Types 20 %External peer opinions The Information Types19 % 46 % 46 %Independent consultantopinions 35 %Customer stories/case 31 %studies 49 %Product/solution offer 43 %updates 13 %Thought leader / opinion 12 %pieces 17 %Business press opinion 18 %pieces 14 % 13 % 26
  • 27. Question: What types of information do you typically search for at these stages of the buying cycle? When identifying vendors When selecting the to consider for a specific When short-listing vendors vendor/solution business needAnalyst research/opinions 57 % 53% 39%Independent research 49 % 37% 28%Internal peer opinion 48 % 46% 50%ROI/business case 33% 34% 47 %Direct customer 45 % 35% 27%referencesIT Press opinion pieces 43 % 20% 19%External peer opinions 36 % 46% 46%Independent consultant 35% 31% 34 %opinionsCustomer stories/case 34 % 49% 43%studiesProduct/solution offer 26 % 13% 12%updatesThought leader / opinion 19 % 17% 18%pieces 17 % 14% 13%Business press opinionpieces 27
  • 28. Question: What types of information do you typically search for at these stages of the buying cycle? When identifying vendors % that search for this When selecting the to consider for a specific When short-listing vendors information kind of vendor/solution business need at this stage in the buying cycleAnalyst research/opinions 57 % 53% 39%Independent research 49 % 37% 28%Internal peer opinion 48 % 46% 50%ROI/business case 33% 34% 47 %Direct customer 45 % 35% 27%referencesIT Press opinion pieces 43 % 20% 19%External peer opinions 36 % 46% 46%Independent consultant 35% 31% 34 %opinionsCustomer stories/case 34 % 49% 43%studiesProduct/solution offer 26 % 13% 12%updatesThought leader / opinion 19 % 17% 18%pieces 17 % 14% 13%Business press opinionpieces 28
  • 29. Question: What types of information do you typically search for at these stages of the buying cycle? When identifying vendors When selecting the to consider for a specific When short-listing vendors vendor/solution business needAnalyst research/opinions 57 % 53% 39%Independent research 49 % 37% 28%Internal peer opinion 48 % 46% 50%ROI/business case 33% 34% 47 %Direct customer 45 % 35% 27%referencesIT Press opinion pieces 43 % 20% 19%External peer opinions 36 % 46% 46%Independent consultant 35% 31% 34 %opinionsCustomer stories/case 34 % 49% 43%studiesProduct/solution offer 26 % 13% 12%updatesThought leader / opinion 19 % 17% 18%pieces 17 % 14% 13%Business press opinionpieces 29
  • 30. Question: What types of information do you typically search for at these stages of the buying cycle? When identifying vendors When selecting the to consider for a specific When short-listing vendors vendor/solution business needAnalyst research/opinions 57 % 53% 39%Independent research 49 % 37% 28%Internal peer opinion 48 % 46% 50%ROI/business case 33% 34% 47 %Direct customer 45 % 35% 27%referencesIT Press opinion pieces 43 % 20% 19%External peer opinions 36 % 46% 46%Independent consultant 35% 31% 34 %opinionsCustomer stories/case 34 % 49% 43%studiesProduct/solution offer 26 % 13% 12%updatesThought leader / opinion 19 % 17% 18%pieces 17 % 14% 13%Business press opinionpieces 30
  • 31. Question: What types of information do you typically search for at these stages of the buying cycle? When identifying vendors When selecting the to consider for a specific When short-listing vendors vendor/solution business needAnalyst research/opinions 57 % 53% 39%Independent research 49 % 37% 28% Certain content types areInternal peer opinion 48 % used far more than others 46% 50% and more uniformlyROI/business case 47 % throughout 33% buying the 34% cycle.Direct customer 45 % 35% 27%referencesIT Press opinion pieces 43 % 20% 19%External peer opinions 36 % 46% 46%Independent consultant 35% 31% 34 %opinionsCustomer stories/case 34 % 49% 43%studiesProduct/solution offer 26 % 13% 12%updatesThought leader / opinion 19 % 17% 18%pieces 17 % 14% 13%Business press opinionpieces 31
  • 32. Question: What types of information do you typically search for at these stages of the buying cycle? When identifying vendors When selecting the to consider for a specific When short-listing vendors vendor/solution business needAnalyst research/opinions 57 % 53% 39%Independent research 49 % 37% 28%Internal peer opinion 48 % 46% 50%ROI/business case 33% 34% 47 %Direct customer 45 % 35% 27%referencesIT Press opinion pieces 43 % 20% 19%External peer opinions 36 % 46% 46%Independent consultant 35% 31% 34 %opinionsCustomer stories/case 34 % 49% 43%studiesProduct/solution offer 26 % 13% 12%updatesThought leader / opinion 19 % 17% 18%pieces The use of some content 17 % 14% types tends to wax or 13%Business press opinionpieces wane as buyers moving from “scanning the horizon” mode to “training on a target”. 32
  • 33. The Point? When identifying vendors When selecting the to consider for a specific When short-listing vendors vendor/solution business needAnalyst research/opinions 57 % 53% 39%Independent research 49 % 37% 28% Certain content types areInternal peer opinion 48 % used far more than others 46% 50% and more uniformlyROI/business case 47 % throughout 33% buying the 34% cycle.Direct customer 45 % 35% 27%referencesIT Press opinion pieces 43 % 20% 19%External peer opinions 36 % 46% 46%Independent consultant 35% 31% 34 %opinionsCustomer stories/case 34 % 49% 43%studiesProduct/solution offer 26 % 13% 12%updatesThought leader / opinion 19 % 17% 18%pieces The importance of content 17 % 14% types tends to wax or 13%Business press opinionpieces wane as buyers moving from “scanning the horizon” mode to “training on a target”. 33
  • 34. IT buyers are at each of these stages all the time, so vendors have to do two things: firstly make sure they are strong in the key content areas and secondly, recognise which types of content to offer once initial engagement has occurred. When identifying vendors When selecting the to consider for a specific When short-listing vendors vendor/solution business needAnalyst research/opinions 57 % 53% 39%Independent research 49 % 37% 28%Internal peer opinion 48 % 46% 50%ROI/business case 33% 34% 47 %Direct customer 45 % 35% 27%referencesIT Press opinion pieces 43 % 20% 19%External peer opinions 36 % 46% 46%Independent consultant 35% 31% 34 %opinionsCustomer stories/case 34 % 49% 43%studiesProduct/solution offer 26 % 13% 12%updatesThought leader / opinion 19 % 17% 18%pieces 17 % 14% 13%Business press opinionpieces 34
  • 35. Question: What types of information do you typically search for at these stages of the buying cycle? HOW IMPORTANCE CHANGES THROUGH THE CYCLE Analyst research & Analyst research &Most Used Internal peer opinion Most Used opinion opinion Customer stories/case Independent research External peer opinions studies Customer stories/case Internal peer opinion Internal peer opinion studies Analyst research & ROI/Business case External peer opinions opinion Direct customer Independent research ROI/Business case reference IT press opinions Direct customer Independent pieces reference consultant opinions Independent Independent research External peer opinions consultant opinions Customer stories/case Direct customer ROI/Business case studies reference Independent IT press opinions IT press opinions consultant opinions pieces pieces Product solution/ offer Thought leader/ Thought leader/ updates opinion pieces opinion pieces Thought leader/ Business press Business press opinion pieces opinion pieces opinion piecesLeast Used Business press Product solution/ offer Product solution/ offer Least Used opinion pieces updates updates When identifying vendors to consider When short-listing When selecting the for a specific vendors vendor/solution business need 35
  • 36. Question: What types of information do you typically search for at these stages of the buying cycle? WITH MAJOR CHANGES IN IMPORTANCE HIGHLIGHTED Analyst research & Analyst research &Most Used Internal peer opinion Most Used opinion opinion Customer stories Independent research External peer opinions /case studies Customer stories/case Internal peer opinion Internal peer opinion studies External peer Analyst research & ROI/Business case opinions opinion Direct customer Independent ROI/Business case reference research IT press opinions Direct customer Independent pieces reference consultant opinions Independent Independent research External peer opinions consultant opinions Customer stories/case Direct customer ROI/Business case studies reference Independent IT press opinions IT press opinions consultant opinions pieces pieces Product solution/ offer Thought leader/ Thought leader/ updates opinion pieces opinion pieces Thought leader/ Business press Business press opinion pieces opinion pieces opinion piecesLeast Used Business press Product solution/ Product solution/ offer Least Used opinion pieces offer updates updates When identifying When short-listing When selecting the vendors to consider for a specific business need vendors vendor/solution 36
  • 37. Question: What types of information do you typically search for at these stages of the buying cycle? HOW IMPORTANCE CHANGES THROUGH THE CYCLE Analyst research & Analyst research & Internal peerMost Used opinion opinion opinion Most Used Customer stories/case External peer Independent research studies opinions Customer stories/case Internal peer opinion Internal peer opinion studies Analyst research & ROI/Business case External peer opinions opinion Direct customer Independent research ROI/Business case reference IT press opinions Direct customer Independent pieces reference consultant opinions Independent Independent External peer opinions research consultant opinions Customer stories/case Direct customer ROI/Business case studies reference Independent IT press opinions IT press opinions consultant opinions pieces pieces Product solution/ offer Thought leader/ Thought leader/ updates opinion pieces opinion pieces Thought leader/ Business press Business press opinion pieces opinion pieces opinion piecesLeast Used Business press Product solution/ offer Product solution/ offer Least Used opinion pieces updates updates When identifying When short-listing When selecting the vendors to consider for a vendors vendor/solution specific business need 37
  • 38. About Vanson Bourne 38
  • 39. About UsWe create and deliver compelling, relevant content fortechnology brands to own and use in high value media relations, demandgeneration and thought leadership marketing campaigns. specialist technology research expertise with our yearsWe couple ourof experience in helping tech brands communicate with their markets. The result is well-crafted, independent and robust content for B2B and B2C marketing programmes. to fit all your marketing communicationsWe adapt the delivery of our contentand direct sales efforts. This makes it easier than ever to leverage our high-value contentacross both traditional and new social media channels, creating news coverage, market buzz and customeraction. 39
  • 40. We create relevant, compelling content for... Credible media and influencer relations Press releases & FAQs Briefing packs for executive spokespeople Presentation material for analyst house toursEffective demand generation campaignsIntegrated email, direct & telephone marketing communicationsPresentation materials & conversation starters for sales teamsOnline and offline event presentations for prospects Differentiating thought leadership initiatives Whitepapers, data books, articles, blog posts, interactive tools… Executive & subject matter speaker materials Social media campaigns 40

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