Making Content Relevant To IT Buyers:Part One: Matching Content to the Buying Cycle<br />July 2011<br />
<ul><li>Decoupling the Message from the Medium
Knowing where content works in the Buying Cycle</li></ul>Sources: July 2011 survey of IT buyers in UK Enterprises conducte...
<ul><li>Decoupling the Message from the Medium
Knowing where content works in the Buying Cycle</li></ul>3<br />
4<br />To what extent do you agree with this statement?<br />“With so many sources and channels of information available i...
5<br />Statement: “With so many sources and channels of <br />Information  available it is now easier to find <br />trustw...
6<br />Statement: “With so many sources and channels of <br />Information  available it is now easier to find <br />trustw...
7<br />Statement: “With so many sources and channels of <br />Information  available it is now easier to find <br />trustw...
8<br />The Point?<br />“With so many sources and channels of information<br /> available it is now easier to find trustwor...
9<br />Multi-channel communications are vital, but also irrelevant if the content does not provide some value and credibil...
10<br />QUESTION: How easy is it to find the information you need in these stages of your purchase decision process?<br />
Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />11<...
Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />12<...
Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />13<...
Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />14<...
Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />15<...
Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />16<...
Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />17<...
Question:How easy is it to find the information <br />you need in each of the following stages of your purchase decision p...
Question:How easy is it to find the information <br />you need in each of the following stages of your purchase decision p...
<ul><li>Decoupling the Message from the Medium
Knowing where content works in the Buying Cycle</li></ul>20<br />
Figure 3:Types of information typically sought at these stages of the buying cycles<br />21<br />QUESTION: What types of i...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />22<br />The Buyi...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />23<br />The Buyi...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />24<br />The Buyi...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />25<br />The Buyi...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />26<br />When ide...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />27<br />When ide...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />28<br />% that s...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />29<br />When ide...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />30<br />When ide...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />31<br />When ide...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />32<br />When ide...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />33<br />The Poin...
Question: What types of information do you typically search for at these stages of the buying cycle?<br />34<br />IT buyer...
35<br />Question: What types of information do you typically search for at these stages of the buying cycle? HOW IMPORTANC...
36<br />Question: What types of information do you typically search for at these stages of the buying cycle? WITH MAJOR CH...
37<br />Question: What types of information do you typically search for at these stages of the buying cycle? HOW IMPORTANC...
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Making Content Relevant To IT Buyers: Part One: Matching Content to the Buying Cycle

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Research insight into UK Enterprise IT buyers's attitudes to vendor content and how they use it (and other sources) in the buying cycle. Part One focuses on Decoupling the Message from the Medium and Knowing where content works in the Buying Cycle

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Making Content Relevant To IT Buyers: Part One: Matching Content to the Buying Cycle

  1. 1. Making Content Relevant To IT Buyers:Part One: Matching Content to the Buying Cycle<br />July 2011<br />
  2. 2. <ul><li>Decoupling the Message from the Medium
  3. 3. Knowing where content works in the Buying Cycle</li></ul>Sources: July 2011 survey of IT buyers in UK Enterprises conducted by Vanson Bourne<br />2<br />
  4. 4. <ul><li>Decoupling the Message from the Medium
  5. 5. Knowing where content works in the Buying Cycle</li></ul>3<br />
  6. 6. 4<br />To what extent do you agree with this statement?<br />“With so many sources and channels of information available it is now easier to find trustworthy/credible industry information.”<br />
  7. 7. 5<br />Statement: “With so many sources and channels of <br />Information available it is now easier to find <br />trustworthy/credible industry information.”<br />
  8. 8. 6<br />Statement: “With so many sources and channels of <br />Information available it is now easier to find <br />trustworthy/credible industry information.”<br />
  9. 9. 7<br />Statement: “With so many sources and channels of <br />Information available it is now easier to find <br />trustworthy/credible industry information.”<br />The percentage of IT decision makers that consider it easy to find trustworthy/credible industry information has dropped by 20% to little more than 1 in 3<br />
  10. 10. 8<br />The Point?<br />“With so many sources and channels of information<br /> available it is now easier to find trustworthy/credible<br />industry information.”<br />The percentage of IT decision makers that consider it easy to find trustworthy/credible industry information has dropped by 20% to little more than 1 in 3<br />
  11. 11. 9<br />Multi-channel communications are vital, but also irrelevant if the content does not provide some value and credibility.<br />“With so many sources and channels of information<br /> available it is now easier to find trustworthy/credible<br />industry information.”<br />The percentage of IT decision makers that consider it easy to find trustworthy/credible industry information has dropped by 20% to little more than 1 in 3<br />
  12. 12. 10<br />QUESTION: How easy is it to find the information you need in these stages of your purchase decision process?<br />
  13. 13. Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />11<br />The Buying Cycle Stages<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Keeping up to date with industry or vendor news<br />
  14. 14. Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />12<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Keeping up to date with industry or vendor news<br />
  15. 15. Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />13<br />% describing it as “easy” or “very easy” to find information they need at this stage<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Keeping up to date with industry or vendor news<br />
  16. 16. Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />14<br />% describing it as “easy” or “very easy” to find information they need at this stage<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Keeping up to date with industry or vendor news<br />
  17. 17. Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />15<br />% describing it as “easy” or “very easy” to find information they need at this stage<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Keeping up to date with industry or vendor news<br />
  18. 18. Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />16<br />% describing it as “easy” or “very easy” to find information they need at this stage<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Keeping up to date with industry or vendor news<br />
  19. 19. Question:How easy is it to find the information <br />you need in these stages of your purchase decision process?<br />17<br />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 information they need. <br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Keeping up to date with industry or vendor news<br />
  20. 20. Question:How easy is it to find the information <br />you need in each of the following stages of your purchase decision process?<br />18<br />The Point?<br />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 information they need. <br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Keeping up to date with industry or vendor news<br />
  21. 21. Question:How easy is it to find the information <br />you need in each of the following stages of your purchase decision process?<br />19<br />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.<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Keeping up to date with industry or vendor news<br />
  22. 22. <ul><li>Decoupling the Message from the Medium
  23. 23. Knowing where content works in the Buying Cycle</li></ul>20<br />
  24. 24. Figure 3:Types of information typically sought at these stages of the buying cycles<br />21<br />QUESTION: What types of information do you typically search for at these stages of the buying cycle?<br />
  25. 25. Question: What types of information do you typically search for at these stages of the buying cycle?<br />22<br />The Buying Cycle Stages<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  26. 26. Question: What types of information do you typically search for at these stages of the buying cycle?<br />23<br />The Buying Cycle Stages<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  27. 27. Question: What types of information do you typically search for at these stages of the buying cycle?<br />24<br />The Buying Cycle Stages<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  28. 28. Question: What types of information do you typically search for at these stages of the buying cycle?<br />25<br />The Buying Cycle Stages<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  29. 29. Question: What types of information do you typically search for at these stages of the buying cycle?<br />26<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />The Buying Cycle Stages<br />The Information Types<br />The Information Types<br />
  30. 30. Question: What types of information do you typically search for at these stages of the buying cycle?<br />27<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  31. 31. Question: What types of information do you typically search for at these stages of the buying cycle?<br />28<br />% that search for this kind of information at this stage in the buying cycle<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  32. 32. Question: What types of information do you typically search for at these stages of the buying cycle?<br />29<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  33. 33. Question: What types of information do you typically search for at these stages of the buying cycle?<br />30<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  34. 34. Question: What types of information do you typically search for at these stages of the buying cycle?<br />31<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Certain content types are used far more than others and more uniformly throughout the buying cycle.<br />
  35. 35. Question: What types of information do you typically search for at these stages of the buying cycle?<br />32<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />The use of some content types tends to wax or wane as buyers moving from “scanning the horizon” mode to “training on a target”. <br />
  36. 36. Question: What types of information do you typically search for at these stages of the buying cycle?<br />33<br />The Point?<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />Certain content types are used far more than others and more uniformly throughout the buying cycle.<br />The importance of content types tends to wax or wane as buyers moving from “scanning the horizon” mode to “training on a target”. <br />
  37. 37. Question: What types of information do you typically search for at these stages of the buying cycle?<br />34<br />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.<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  38. 38. 35<br />Question: What types of information do you typically search for at these stages of the buying cycle? HOW IMPORTANCE CHANGES THROUGH THE CYCLE<br />Analyst research & opinion<br />Customer stories/case studies<br />Most Used<br />Most Used<br />Analyst research & opinion<br />Internal peer opinion<br />Internal peer opinion<br />Independent research<br />External peer opinions<br />External peer opinions<br />Internal peer opinion<br />Independent research<br />Customer stories/case studies<br />ROI/Business case<br />Direct customer reference<br />Analyst research & opinion<br />Direct customer reference<br />ROI/Business case<br />Independent consultant opinions<br />IT press opinions pieces<br />Independent consultant opinions<br />ROI/Business case<br />External peer opinions<br />Independent research<br />IT press opinions pieces<br />Customer stories/case studies<br />Thought leader/ opinion pieces<br />Direct customer reference<br />Independent consultant opinions<br />Business press opinion pieces<br />IT press opinions pieces<br />Product solution/ offer updates<br />Product solution/ offer updates<br />Thought leader/ opinion pieces<br />Thought leader/ opinion pieces<br />Business press opinion pieces<br />Business press opinion pieces<br />Least Used<br />Least Used<br />Product solution/ offer updates<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  39. 39. 36<br />Question: What types of information do you typically search for at these stages of the buying cycle? WITH MAJOR CHANGES IN IMPORTANCE HIGHLIGHTED<br />Analyst research & opinion<br />Customer stories /case studies<br />Most Used<br />Most Used<br />Analyst research & opinion<br />Internal peer opinion<br />Internal peer opinion<br />Independent research<br />External peer opinions<br />External peer opinions<br />Internal peer opinion<br />Independent research<br />Customer stories/case studies<br />ROI/Business case<br />Direct customer reference<br />Analyst research & opinion<br />Direct customer reference<br />ROI/Business case<br />Independent consultant opinions<br />IT press opinions pieces<br />Independent consultant opinions<br />ROI/Business case<br />External peer opinions<br />Independent research<br />IT press opinions pieces<br />Customer stories/case studies<br />Thought leader/ opinion pieces<br />Direct customer reference<br />Independent consultant opinions<br />Business press opinion pieces<br />IT press opinions pieces<br />Product solution/ offer updates<br />Product solution/ offer updates<br />Thought leader/ opinion pieces<br />Thought leader/ opinion pieces<br />Business press opinion pieces<br />Business press opinion pieces<br />Least Used<br />Least Used<br />Product solution/ offer updates<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  40. 40. 37<br />Question: What types of information do you typically search for at these stages of the buying cycle? HOW IMPORTANCE CHANGES THROUGH THE CYCLE<br />Analyst research & opinion<br />Customer stories/case studies<br />Most Used<br />Most Used<br />Analyst research & opinion<br />Internal peer opinion<br />Internal peer opinion<br />Independent research<br />External peer opinions<br />External peer opinions<br />Internal peer opinion<br />Independent research<br />Customer stories/case studies<br />ROI/Business case<br />Direct customer reference<br />Analyst research & opinion<br />Direct customer reference<br />ROI/Business case<br />Independent consultant opinions<br />IT press opinions pieces<br />Independent consultant opinions<br />ROI/Business case<br />External peer opinions<br />Independent research<br />IT press opinions pieces<br />Customer stories/case studies<br />Thought leader/ opinion pieces<br />Direct customer reference<br />Independent consultant opinions<br />Business press opinion pieces<br />IT press opinions pieces<br />Product solution/ offer updates<br />Product solution/ offer updates<br />Thought leader/ opinion pieces<br />Thought leader/ opinion pieces<br />Business press opinion pieces<br />Business press opinion pieces<br />Least Used<br />Least Used<br />Product solution/ offer updates<br />When identifying vendors to consider for a specific business need<br />When selecting the vendor/solution<br />When short-listing vendors<br />
  41. 41. About Vanson Bourne<br />38<br />
  42. 42. About Us<br />We create and deliver compelling, relevant content for technology brands to own and use in high value media relations, demand generation and thought leadership marketing campaigns.<br />We couple our specialist technology research expertise with our years of experience in helping tech brands communicate with their markets. The result is well-crafted, independent and robust content for B2B and B2C marketing programmes.<br />We adapt the delivery of our content to fit all your marketing communications and direct sales efforts. This makes it easier than ever to leverage our high-value content across both traditional and new social media channels, creating news coverage, market buzz and customer action.<br />39<br />
  43. 43. We create relevant, compelling content for...<br />Credible media and influencer relations<br />Press releases & FAQs<br />Briefing packs for executive spokespeople<br />Presentation material for analyst house tours <br />Effective demand generation campaigns<br />Integrated email, direct & telephone marketing communications<br />Presentation materials & conversation starters for sales teams<br />Online and offline event presentations for prospects<br />Differentiating thought leadership initiatives<br />Whitepapers, data books, articles, blog posts, interactive tools…<br />Executive & subject matter speaker materials <br />Social media campaigns<br />40<br />

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