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Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
Techtarget 2012 APAC Buyer Survey
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Techtarget 2012 APAC Buyer Survey

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Techtarget 2012 APAC Buyer Survey

Techtarget 2012 APAC Buyer Survey

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  • 1. APAC MediaConsumption andBuyer‟s SurveyPresented by:Jon PankerVP Asia Pacific, TechTarget© TechTarget
  • 2. Survey goalsKey Goal: Put some common assumptions about APACmarketing to the test● Specialists v. generalists● Buying teams● IT managers role in online research● How do IT decision makers want to communicate with us/you● What type of content should we all be producing● Which social media is really used for IT research© TechTarget 2
  • 3. Who Took the Survey?● Fielded March-April 2012● Conducted online through web-based form● 1,106 respondents across APAC● 150+ per country (ANZ, ASEAN, India, China, Japan)● Local language for China and Japan● Roughly half < 500 emp.; half > 500 emp.● Variety of job titles, 25% IT manager+© TechTarget 3
  • 4. Specialists are the marketing target you should be planning for● In most countries, a plurality of How would you describe your role? IT targets call themselves specialists Tech/Serial Specialist Generalist IT Manager● At larger Australia 48% 38% 14% companies, specialization jumps to about 60% ASEAN 50% 38% 12%● IT managers deserve separate India 52% 37% 11% marketing effort focused on China 41% 37% 23% business value and TCO/ROI Japan 33% 41% 26% - At SMBs, ITMgrs are larger segment of buying team © TechTarget 4
  • 5. IT researchers are juggling multiple purchases;you‟re competing for their attention 2+ purchases per qtr.● Multi-tasking: 2-4 projects - 10% have 5+ projects Australia 57% - Japan most likely to have a ASEAN 51% single project going - Little variance by company India 58% size or change year to year China 60% Japan● Market at the point of research 31%© TechTarget 5
  • 6. Considerations as you set your strategy fortalking to “busy specialists”● Content considerations - Sophisticated and specialized (esp. large companies) - Mature vs. immature segments● Breadth is an advantage - Cross-sell opportunities● Respect the researcher’s time and let them control the interaction - Content: available and accessible - Nurture while you have users’ attention - On-demand vs. live© TechTarget 6
  • 7. Single buyer scenario is rare, especiallyat large companies● <16% in any country say % with single buyer scenario buying team of 1 is standard All >500 employees - Less than 5% of companies 0% 10% 20% 30% 40% >500 employees say there ANZ is a single buyer (except China) ASEAN● About 2/3 say buying teams India have 2-4 people China● 30%+ of >500 employee Japan companies report a typical 5+ buying team size; 45% in India© TechTarget 7
  • 8. Larger buying team has implications for theway you market● More ways to penetrate an account - You need more content to hit everyone’s interest● Finding as many contacts as possible is key - Any contact you DON’T know is an opportunity for another vendor to set tone for buying process● Follow-up needs to be customized to everyone’s role - Is the first email to a lead targeted to role or content downloaded? - Can your reps/marketers speak the unique ―language‖ of the person who has downloaded the content?© TechTarget 8
  • 9. How involved is the IT manager in webresearch?● At small companies, IT mgr Which most accurately describes takes early stage research your research pattern? burden IT Mgrs >250 emp IT Mgr <250 emp - 68% IT mgr+ from companies <250 employees 0% 40% 80% conduct ―awareness stage‖ Early web research— research alone assign to team● At large companies, IT Early web research— manager farms out the work do it myself - 64% IT mgr+ from Late stage web companies >250 employees research—team assign early stage research Late stage web to their teams research—do it myself● Late stage research – everyone is involved© TechTarget 9 Note: smaller sample set
  • 10. Obviously, your reps want to talk to theIT Director/Manager, but…● Marketing efforts solely focused on IT manager and above miss the point at larger organizations - Focus instead of ―influencers‖● ―IT manager-only‖ lead gen campaigns may be most effective for smaller business target● Need to change marketing and sales targets processes to identify, incorporate and cultivate the broader buying team© TechTarget 10
  • 11. Pre-purchasing research gradually becomingless „personal‟ and more digital● ―Traditional‖ media dying Over last 2 years, where have you - Events declining most spent less time in purchasing rapidly in ASEAN (40%) research? - Print shift less dramatic because it happened Japan China India ASEAN ANZ sooner 0% 25% 50%● China the most traditional market, but signs it is Print changing - Slowest to move to move away from events/print; online gains are most dramatic F2F events - 42% spending more time on publisher websites© TechTarget 11
  • 12. Vendor interactions are moving online; in somemarkets human contact still matters● Digital communication Where are you spending more growth outpacing personal time in terms of buying research? communication growth Japan China India ASEAN ANZ 0% 30% 60%● Push toward spending more time on vendor websites F2F w/vendors - China moving quickest (+53%) Phone w/vendors● Face-to-face remains Email w/vendors important in China - China, roughly 45% more Visit vendor sites time face-to-face and on phone with vendors© TechTarget 12
  • 13. Need for personal contact increases asresearchers move deeper into buying cycle● Early stage research is overwhelmingly done online - Independent web research is the main source in all markets ● A plurality of Chinese researchers (32%) are inclined to do independent research but about ¼ will call a vendor directly ● In all markets <5% want a vendor phone call at this stage● Shift starts to emerge during the shortlisting process - Online resources (publisher/vendor sites) still preferred in all markets except China (39% opt for calls/meetings with vendors) - Other markets no more than 1/3 want a phone call© TechTarget 13
  • 14. Outbound calls need to be timed just right● Most frown upon early-stage Where are you open to receiving a phone call? phone calls - China is the exception (53%) Japan China India ASEAN ANZ● Phone receptivity peaks 0% 25% 50% during the shortlisting process Final decision-making - Roughly half would take a call - Dips again during decision making Shortlisting● Aussies are least receptive to ever getting a phone - Less than 40% would take a Initial research call during any stage of the buying process© TechTarget 14
  • 15. Receptivity to early stage phone calls is on thedecline In nearly all markets, IT buyers are becoming increasingly reluctant to receiving early stage calls from IT vendors 2012 2011 % change ANZ 27% 38% -11% ASEAN 38% 49% -11% India 42% 41% +1% China 53% 55% -2% Japan 34% 54% -20%© TechTarget 15
  • 16. Don‟t believe everything you‟re told on a call● Across all markets, about How accurate would the information half got a call offering you share about your company and content purchasing plans be? - 62%-77% accepted the Japan China India ASEAN ANZ content, if it’s interesting even if they had no plan to 0% 20% 40% 60% 80% make a purchase - Aussies (24%) most apt to Would say anything to end the call take the content just to end the call● Be skeptical of the info Somewhat accurate collected - Less than 20% provide accurate info Completely accurate - Aussies most apt not to tell truth© TechTarget 16
  • 17. Hit users at the right time, with the rightmessage, through the right channel● Avoid cold calling to early-stage prospects - Most find it a nuisance and the information you should be skeptical of the information you gather● Nurture prospects using the same channel where you initially engaged them● Look for activity cues on when it’s a good time to call - Rely on internal CRM systems and publishers to establish these cues and have more engaged conversations with prospects - Ensure your reps/ISRs are Web savvy© TechTarget 17
  • 18. Local vs. .com websites: Which do ITresearchers prefer?● Localization is most Which type of site do you prefer for important in non-English conducting IT purchasing speaking countries research? Global best practices Local content● Indian and ASEAN users overwhelmingly prefer Japan 22% 78% global sites China 38% 62% India 76% 24%● ANZ a bit misleading - At large (500+) ANZ ASEAN 70% 30% organizations global sites are preferred by 67% ANZ 54% 46%● Nice to have vs. essential© TechTarget 18
  • 19. What do the global/local results mean for yourmarketing?● Technology problems are rarely geo-specific● We think it says something positive about our approach of global best practices content with local online sites combination● For your content, keep in mind: - Users first want to know what you are doing that is global and best - Don’t diminish the value of local content, just size the investment appropriately - Prioritize what you want to be ―local‖© TechTarget 19
  • 20. More variety exists than you would expectin preferred content types● Despite taboos around Rank value of the these content ―comparison,‖ users want it resources when visiting an IT site most for research (% rating ea. asset as among two most valuable) Japan China India ASEAN ANZ● More demand for product 0% 30% 60% literature than you might think Case studies● Users *say* they put case Product lit studies a bit ahead of white papers, but…. Trial software Tech solution comparison● Independent publisher content on par with tech White papers solutions© TechTarget 20
  • 21. What insight do content preferences providefor your marketing plan?● Invest in comparison content - Produce your own comparison content—buyers know it is biased, but not enough content like it exists.● Align with sites that offer deep, technical best-practices oriented material - It’s among the two top types of content that researchers look for● Make trials easier—people want them● Make the most of the case studies you have - Tend to work well as a secondary asset - Preference for local over vertical© TechTarget 21
  • 22. Social media widely used, but not the “broad” platforms Which social media tools do you● Niche options preferred use to gather info on potential - ―Influencer‖ based marketing tech purchases? becomes important Japan ASEAN India ANZ China 0% 20% 40% 60% 80%● Consumer social media Online user communities or platforms are used forums somewhat in Blogs written by those knowledgeable in the industry India, microblogging most Question-and-answer sites (e.g. common in China IT Knowledge Exchange, Quora) Facebook● No one-size-fits-all strategy LinkedIn Twitter /Weibo © TechTarget 22
  • 23. A (very) quick word on rising importance ofsocial media An increasing number of researchers are utilizing social media platforms this year over last 2012 2011 Change ANZ 81% 74% +7% ASEAN 77% 77% 0% India 83% 82% +1% China 88% 68% +20% Japan 55% 45% +10%© TechTarget 23
  • 24. Key Takeaways● You are largely talking to a specialized audience● Aggressively pursue the whole buying team● Put even more bets online – that is where users are and increasingly will be, including IT managers● Nurture online, understand when phone calls will work● Don’t discount the value of personal contact, especially in markets like China -- but know when to initiate it● Simplify your local content approaches; global content is a good start (best practices and tech solutions cut across markets)© TechTarget 24
  • 25. Questions?© TechTarget 25

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