They’re hungry for news and information, and they will decide whether or not to shortlist your business based on your ability to provide it. We know that relevant content is essential for engaging the IT Buying Committee and earning their consideration. However, the latest LinkedIn research proves that having the right content isn’t always enough – you have to deliver it in the right way and to the right timetable as well. Nurturing the IT Committee is the most in-depth research yet conducted into the diverse set of influencers who decide IT purchases in the EMEA region. A huge majority (85%) use social media to find IT news and information each month, and the 79% who seek it out on LinkedIn make our platform by far the most trusted social media source. As we’ve shown in previous research, IT Committee members are significantly more likely to shortlist vendors that publish industry content on LinkedIn – and that publish relevant content for each stage of the journey. Over half (54%) say they are more likely to consider an IT vendor that educates them at each stage of the decision-making process, and 45% say they are more favourable to those publishing industry content. However, great content in itself does not guarantee sustained engagement. As our new study proves, it’s vital for brands to understand the point at which potential customers are willing to switch from consuming content to entering into a more sales-led dialogue. Attach too many conditions to your content at too early a stage in the journey, and the consequences can be disastrous. In fact, 37% say they are less likely to consider a vendor if the first piece of content that they encounter from them is gated with a lead capture form, and 71% say they are less likely to consider vendors who gate all of their content. Attempting lead capture too early in the IT Committee’s journey is unlikely to produce quality data in any case: a shocking 63% of its members say they provide fake information on lead capture forms.

1. 3 Keys to Nurturing
the IT Committee
Today’s modern tech marketer knows that the key to
nurturing the IT Committee is by earning their trust and
credibility with engaging, relevant content. To find out
how, LinkedIn surveyed over 800+ IT Committee
members on LinkedIn EMEA.
use social media for IT news
and information each month
are more likely to consider an IT vendor that educates
them through each stage of the decision process
Visit LinkedIn Visit Facebook Visit Google+Visit Twitter
They’re hungry for IT news and information on social media
10+ million
85%
54%
are more favourable toward an IT vendor who
publishes industry content
Who is the IT Committee?
Growing 1.25x
faster than general
member growth
79%
40%
34%
40%
1. Recognise the power of always-on
educational content that's not all about you
2. Leverage the internal expertise
you may not know you have
53%
45%
are most interested in non-branded/non-sales
focused content
Content from experts is the most influential
Influence on tech purchases
(by purchase stage and content source)
Your organisation’s internal experts are an untapped resource:
48%
Average
40%
Average
25%
Average
71%
stated expertise is based on
references from co-workers
and colleagues.
When gating FIRST piece of content
% less likely to
consider a vendor
(among in-market IT
committee)
13%
only 13% defined an expert
as VP+. So experts need not
have senior titles.
Are more favourable toward a vendor
whose employees share content on LinkedIn
3. Don’t disrupt the IT Committee by gating
content too early or too often
37%
When gating ALL content
71%
of the IT Committee provides fake information
when they complete a lead capture form
54
3 2 1
The average IT Committee
member needs to consume
5 pieces of content before they
are ready to talk to a sales rep.
Start the sales cycle on the IT Committee's schedule, while
staying top of mind with valuable, helpful content on LinkedIn.
For more info on this research, visit lnkd.in/nurtureITcommittee
Source: LinkedIn EMEA survey and internal data, Q2 2014
EMEA
LinkedIn members globally who
influence IT purchasing decisions
across departments and seniorities
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EXPERT CONTENT INFLUENCE USER/PEER REVIEW INFLUENCE BRANDED CONTENT INFLUENCE