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The Changing Landscape for Customer Engagement - How Buyers Consume Information 2016

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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:

Personalized
Proactive
Peer influenced
Proven
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.

Study Methodology

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:

Financial Services
Manufacturing
Communications
Government/Non-Profit/Public Sector
Healthcare
Energy/Utilities/Oil/Mining/Gas
Retail/Wholesale
Business Services
Other

Published in: Marketing
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The Changing Landscape for Customer Engagement - How Buyers Consume Information 2016

  1. 1. The Changing Landscape for Customer Engagement How Buyers Consume Information 2016 Julie Schwartz SeniorVice President,Research andThoughtLeadership,ITSMA ABBREVIATED SUMMARY ITSMAHBCI | November 2016 This abbreviated summary highlights some of the most significant findings of ITSMA’s How Buyers Consume Information,2016. A more in-depth analysis can be found in the full report http://www.itsma.com/research/changing-landscape-customer- engagement-buyers-consume-information-2016/
  2. 2. Source: ITSMA, How B2B Buyers Consume Information Survey, 2016 2How Buyers Consume Information | Abbreviated Summary | November 2016 | F027A © 2016 ITSMA. All rights reserved. www.itsma.com Customer engagement is changing: as the technology solutions business shifts from on premise to as-a service,we in marketing need to prioritize customer experience and success The good news is that customers are constantly looking for new ideas and are interested in solution provider insight and experience.Butthe bar keeps rising for content and communicationthat truly connects. To better manage the total customer experience,marketers today need to focus on the new 4Ps: Customer acquisition The total customer experience Adoption Retention Expansion Personalized Proactive ProvenPeer influenced 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 the challenges and opportunities that B2B marketers face with content and communicationfor customer experience and success.
  3. 3. 3How Buyers Consume Information | Abbreviated Summary | November 2016 | F027A © 2016 ITSMA. All rights reserved. www.itsma.com Buyers today are comfortable with sharing personal information and view personalized content as a valuable service %of buyers perceive personalization as valuable or very valuable Source: ITSMA, How B2B Buyers Consume Information Survey, 2016, % of Respondents (N=402) %fail to see value or find it annoying Personalized
  4. 4. 4How Buyers Consume Information | Abbreviated Summary | November 2016 | F027A © 2016 ITSMA. All rights reserved. www.itsma.com Content,especially thought leadership,is essential during the initial phase of the buying process Source: ITSMA, How B2B Buyers Consume Information Survey, 2016, % of respondents (N=402) %of buyers view content, especially thought leadership, as critical or important during the early stage of the buying process Proactive
  5. 5. 5How Buyers Consume Information | Abbreviated Summary | November 2016 | F027A © 2016 ITSMA. All rights reserved. www.itsma.com In the early stages of the buying process,buyers spend nearly as much time offline as they do online Source: ITSMA, How B2B Buyers Consume Information Survey, 2016 When you are keeping up with your industry and/or technology trends, approximately how much time do you spend online vs. offline? Mean % of time (N=402) 54%46% Offline (Print publications, in-person events, meetings,phone calls with peers/ colleagues) Online (Internet/social media/mobile) Peer influenced
  6. 6. 6How Buyers Consume Information | Abbreviated Summary | November 2016 | F027A © 2016 ITSMA. All rights reserved. www.itsma.com Post sale,customers want tools,templates, and benchmarks to show value delivered Following the purchase, what types of information are most helpful from your solution provider to ensure that you receive maximum value from your solution? % of respondents (N=402) Note: Multiple responses allowed. Source: ITSMA, How B2B Buyers Consume Information Survey, 2016 58 57 51 47 44 40 31 Tools and templates to monitor return on our investment Tools and templates to monitor usage KPI benchmarks Best practice examples and case studies from other companies Educational content to help users quickly adopt and use the new solution Information about trends and research in my industry related to the service or solution Mobile app/information pushed to my mobile device (e.g., SLAs, escalation alerts, availability of updates/upgrades) Proven
  7. 7. 7How Buyers Consume Information | Abbreviated Summary | November 2016 | F027A © 2016 ITSMA. All rights reserved. www.itsma.com Some of the best examples of personalized marketing come from account-based marketing (ABM), such as KPMG’s Compliance by Design campaign Results • Changedthe perceptionofKPMG as an innovator • Secured 20in-person meetings • Drove over100visitstothe microsite • Virtualrealityappwent“viral” withinthe clientaccount • Won newcomplianceconsulting business; positivecampaignROI Deloitte is being proactive by creating engaging content that is genuinely helpful with a 3.5 hour MOOC about additive manufacturing Results • 12,000peoplefrom 73countries have signed uptotakethe course • The US DepartmentofDefensehas licensedthe MOOCand requires its procurementprofessionalswho procure additive manufacturing technologyand/or servicesto completethe course • Signed an agreementwitha major manufacturingcompanytobe its partnerofchoiceforadditive manufacturing HCL is leveraging peer influence by having Manchester United tell the HCL digital transformation story Results • 200+interactionswithcustomers and influencers • Influencedmultibilliondollarsin HCLpipeline Symantec launched a new customer success service offering with emphasis on maximizing and proving value delivered Results • Increased customersatisfactionand higherretentionrates • 6%increase bookings 2 consecutive quarters • 13%increase average deal size
  8. 8. 8How Buyers Consume Information | Abbreviated Summary | November 2016 | F027A © 2016 ITSMA. All rights reserved. www.itsma.com Relevant to my specific business problems and opportunities Unbiased (vendor/solution provider agnostic) Informative, not a sales pitch Directly addresses issues that impact my industry Backed up by primary research Contains subject matter expert (SME) contact information so I can contact them directly Expresses a clear opinion and points of view “Bite-sized,” quick read or view Multimedia (video, podcasts, web copy, webinars, and so forth) Provocative Additional research highlights: When looking specifically at solution provider content, which of the following content characteristics are most helpful to determine if reading/viewing the solution provider content will be a good use of your time? % of respondents (N=402) Note: Multiple responses allowed. Most helpful content characteristics During your most recent purchase process for your most recent solution, how useful were social media channels and networks for helping you stay informed and make decisions? Mean rating (N=402) Usefulness of specific social media channels during the purchase process Respondingto solution providers’ outbound marketing When you are actively thinking about a business problem that requires a technology solution, how likely are you to respond to each of the following from a solution provider? Mean rating (N=402) Source: ITSMA, How B2B Buyers Consume Information Survey, 2016 3.7 3.7 3.4 3.0 A phone call from a solution provider An email from a solution provider An online ad from a solution provider A solution provider’s social media posts Not at all likely Mean rating Very likely 3.1 3.1 3.0 2.9 2.9 2.9 Not at all useful Mean rating Very useful 47 44 43 42 39 37 30 27 22 17
  9. 9. Approximately,what is your company’s annual revenue (or operating budget if government)? 7 35 36 17 4 1 $250–499M $500–999M $1–4.9B $5–9.9B $10–20B or more Over $20B Methodology and demographics Web-Based Survey September 2016 Survey respondents 402 Job title or level Which of the following best describes your … Job role 9 Respondents from seven countries: • United States • United Kingdom • France • Germany • Australia • India • Brazil How Buyers Consume Information | Abbreviated Summary | November 2016 F027A © 2016 ITSMA. All rights reserved. www.itsma.com 46 31 13 10 C-level/Pres./ General Manager VP/Senior VP/ Head Director/ Assistant VP Manager 50%50% IT Business Six types of data analysis: By solution type, country, role, title, company size, and industry Which of the following types of solution purchases have you personally been involved in? 58 54 45 41 38 37 35 34 25 Consulting Cloud computing Infrastructure outsourcing Digital services, technologies, and transformation Business process outsourcing Systems/software implementation and/or integration Analytics or business intelligence Application management or modernization services Managed services Source: ITSMA, How B2B Buyers Consume Information Survey, 2016
  10. 10. 10How Buyers Consume Information | Abbreviated Summary | November 2016 | F027A © 2016 ITSMA. All rights reserved. www.itsma.com Buy the study Member: $295 Non-member: $695 Want to learn more? For more information Here’s what is included in the full study: Julie Schwartz SeniorVice President Research and ThoughtLeadership ITSMA jschwartz@itsma.com +1 781 862 8500,x112 The report is available for no additional fee to current ITSMA members and for sale at non-member prices to all others. http://www.itsma.com/research/changing-landscape-customer- engagement-buyers-consume-information-2016/ Slide Executive summary 3 Methodology and respondent demographics 30 Detailed findings 38 Crosstabs 63 By solution type 63 By country 95 By job role 126 By title 158 By size of company 188 By industry 220

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