Customer engagement is changing: As the technology solutions business shifts from on-premise to as-a-service, marketers need to prioritize customer experience and success, not just pre-sales awareness and interest.
The good news is that customers are constantly looking for new ideas and are interested in solution provider insight and experience. But the bar keeps rising for content and communication that truly connects.
To reach today’s buyers, marketers need to focus on the new 4Ps:
ITSMA’s 2016 How Buyers Consume Information Study digs deep into buyer preferences for useful content and the ways that marketers can optimize their efforts with content and communication.
Based on an extensive survey with more than 400 buyers of high value solutions, this report provides essential data, insight, and recommendations on such issues as:
The importance and value of online and offline communication
Top information needs and sources at different stages of the buying process
The importance of thought leadership and subject matter experts
How social media are used during the purchase process
The most helpful types of information and activities after the sale
Read the report to find out more about how marketing can improve content strategy and engagement by focusing on the new 4Ps every stage of the customer relationship.
In Fall 2016, ITSMA conducted a web survey of 402 business and IT executives from companies that purchase technology or consulting solutions for individual contracts over $500,000. These respondents represented larger enterprises, with 58% 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: