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Over the last few years, ITSMA’s How Buyers Consume information research has uncovered important buyer trends that have changed the face of marketing. Today, buyer behavior is being driven by a relentless need for knowledge given disruptive technology change. Despite the conventional wisdom, ITSMA’s research shows that buyers can’t learn everything digitally; they need to interact with people. And the people they most want to interact with are subject matter experts. The good news for ITSMA members is that solution providers have become the experts that buyers rely on. The relationships between buyers, solution provider sales people, and SMEs are very important. Success hinges on marketing’s ability to join forces with SMEs and sales to bring content and thought leadership to the buyers.
Read this report to find out how Marketing can:
• Create the right balance in the marketing mix to reach both B2B Social and Traditional buyers
• Create the right balance in the marketing mix to reach business, finance, and IT executives
• Facilitate access to subject matter experts and their knowledge
• Help sales become subject matter experts in their own right
ITSMA, in partnership with CFO, conducted the 2013 version of its acclaimed How Customers Choose research with 438 buyers of large, complex IT solutions across seven countries. Specifically, the study answers questions such as:
• What are the most important criteria used to select solution providers?
• What content do buyers view on solution provider websites?
• How are buyers using social media during the purchase process?
• When creating a short list of providers, what sources of information do they use?
• Who takes the lead role during the different stages of the buying process?
• What are buyers’ preferences for maintaining relationships post purchase?
In Fall 2013, ITSMA, in partnership with CFO, conducted a web survey of 438 business, finance, and IT executives from companies that purchase business or technology solutions for individual contracts over $500,000. These respondents represented larger enterprises, with 55% having $1 billion or more in annual revenue from seven different countries: US, UK, France, Germany, Australia, India, and Brazil. Respondents were interviewed in the following vertical markets: Manufacturing, Financial Services, Communications and Media, Public Sector, Healthcare, Energy/Utilities/Oil/Mining/Gas
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