The 2021 Customer Engagement Study reveals insights into content types and vendor engagement preferences among IT decision-makers during a pandemic-affected purchasing landscape, based on responses from 854 participants across various sectors. Key findings indicate a significant challenge (90%) in accessing high-quality, trusted information, alongside preferences for prompt vendor communication and specific content types during the purchase process. The study highlights the importance of case studies, product demos, and reliable follow-ups in fostering vendor relationships.

1. Customer Engagement
Study 2021
Insight into the content types and vendor engagement
preferences of IT decision-makers as technology’s role
in business stability and growth continues to increase
due to the pandemic.

2. 73%
10%
6%
7%
6%
2
Purpose and methodology
Source: Foundry Customer Engagement Survey, 2021
Survey goal
To gain a better understanding of
the various types and volume of
content consumed throughout the
purchase process for major
technology products and
services. It also provides insight
into the engagement preferences
of IT decision-makers when it
comes to technology vendor
follow-up and relationships.
6%
6%
7%
8%
9%
9%
11%
25%
Retail, wholesale, distribution
Services
Financial services
Healthcare
Government/non-profit
Education
Manufacturing
Technology
Job titles
Top represented industries
Total respondents 854
Collection method
Online questionnaire
Number of questions 28
Region
North America 49%
EMEA 27%
APAC 23%
Audience base
CIO, Computerworld, CSO, InfoWorld,
and Network World email invitations
to audience base.
Average company size 14,929
IT leadership
All survey respondents are involved in
the purchase process for major IT or
security products and services.
IT management
Executive IT
Business
management
IT professional
Other

3. Portable
media
/
commuting
3
Spending more time engaging online
Source: Foundry Customer Engagement Survey, 2021
Question: How has your work schedule during the pandemic (e.g., change in commute, change in working hours, etc.) impacted the time you spend on the following activities?
21%
28%
30%
39%
48%
49%
36%
46%
31%
40%
35%
38%
22%
20%
15%
14%
10%
9%
21%
6%
24%
7%
7%
4%
Spend more time Spend the same amount of time Spend less time Never spent time on this
Reading online
Watching videos
Watching news
Listening to podcasts
Reading offline
(books, print magazines, etc.)
Listening to news radio

4. Challenging to find high-quality content
Source: Foundry Customer Engagement Survey, 2021
Question: Generally speaking, how challenging do you feel it is to locate enough high-quality, trusted information on major enterprise IT products and services to make an informed purchase
decision with which you are comfortable? Question: What makes it challenging to find enough high-quality, trusted information on major enterprise IT products and services?
The Challenge
43%
Too much marketing
hype/empty buzzwords
39%
Lack of truly independent,
unbiased information
33% Information is too general
27%
Hesitant to download because I
don’t want the sales follow-up
25%
Incomplete or inconsistent
technical info
23% Lack of relevant information
20% Content overload
15%
No visibility into the sources
used to create the information
14%
Too difficult to narrow search to
filter for the most relevant content
12% Too many assets are gated
90%
say it is challenging to
find high-quality content.
Up from 86% in 2019
Very
challenging
Extremely
challenging
Not very
challenging
Somewhat
challenging
Not at all
challenging
42%
9%
3%
11%
36%

5. 67%
of tech buyers say that
the vendor who responds to
questions in a quick and
thoughtful manner usually
gets the business
5
Treat your customers with respect
Source: Foundry Customer Engagement Survey, 2021
Question: Which marketing-related factors would cause you to abandon a vendor when doing research throughout the tech purchase process?
56%
45%
41%
38%
37%
36%
34%
33%
30%
Aggressive/persistent sales follow-up
Too promotional & self-serving
Too many requirements to download content
There is not enough content available
to do research on my own
The content is not clear
Majority of the content is gated
Difficult site navigation
Level of expertise within the written
content is not at the right level
Content pages (blog, research, etc.) have not
been updated recently (over three months)
47% IT mgmt.
65% IT mgmt.

6. 8%
14%
10%
35%
22%
12%
Immediate (within 1 - 3 hours)
Same day (within 6 hours)
Within 12 hours
Within 24 hours
Within 36 hours
More than 36 hours
19 hours
is the average timeframe
for follow-up
6
ITDMs want to be contacted within 24 hours
Source: Foundry Customer Engagement Survey, 2021
Question: After filling out a contact form to learn more about a product/solution (via email, “contact me” form on website, etc.) what is an acceptable timeframe for receiving a follow-up with the information you requested?
Executive IT 18 hours
IT management 22 hours
IT professional 23 hours
Business management 20 hours

7. Source: Foundry Customer Engagement Survey, 2021
68%
of ITDMs say that current
economic conditions have
made the financial viability of
an organization more important
when selecting new vendors
Question: Thinking about your recent tech purchases, please rate
your level of agreement with the following statements.
7

8. 8
Emerging vendors must provide case studies
and successful evidence
Source: Foundry Customer Engagement Survey, 2021
Question: What is the best way a vendor can introduce a new technology product or service?
69%
57%
49%
47%
44%
36%
36%
47%
41%
51%
48%
46%
Well-established
Emerging
Provide detailed product information
Offer reassurance/proof that the new product easily integrates
with existing technology
Offer current/loyal customers an exclusive preview
Provide case studies/proof of concept
Show evidence that the product/service stands out from the
competition and provide direct comparisons
Provide insight into the product roadmap/future plans

9. 53%
49%
42%
41%
40%
33%
31%
30%
29%
28%
27%
26%
23%
22%
21%
16%
12%
Product testing/reviews/opinions
Product demo/product literature
Technology news
Analyst research
Vendor presentations (e.g., At 3rd party trade shows or events, vendor conferences)
Case studies
Feature article about trends, strategies, management
Peer presentations (e.g. At 3rd party trade shows or events, vendor conferences)
Interviews with technology experts
Feature article about technologies
Third-party market research
Discussions in forums/online communities/social media
ROI tool, calculator or other assessment tool
How-to content/information
Buyer’s guides
Opinion columns
Vendor directories
9
Rely upon product reviews and demos
Source: Foundry Customer Engagement Survey, 2021
Question: Which of the following types of information or content do you rely on most throughout the purchase process of IT products and services?
Up from 26% in 2019
Acknowledge that
these presentations
will likely be virtual
in the short term

10. 10
Desire to hear experts and see products
Source: Foundry Customer Engagement Survey, 2021
Question: Why have you attended an industry or job-related virtual event in the past 6-12 months?
56%
53%
42%
36%
36%
31%
30%
28%
27%
25%
Hearing from industry experts
See new products
Being introduced to new vendors and
their offerings
Helping to spark innovation for future
/business projects
Bring value back to your business
Connect with IT colleagues at all levels
Opportunity to ask questions of your
current vendors
Connect with peers at my level
Ability to share ideas and get immediate
feedback
Connecting with peers who share the
same passion which boosts motivation
and inspiration
57%
of tech decision-makers
find value from vendor-
sponsored virtual events
31% say they are neutral

11. 11
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