2014 Customer
Engagement:
The Role of Content in the IT Purchase Process &
Connecting Content Marketing to Sales Follow Up
Purpose and Methodology
Survey Goal
SURVEY SAMPLE
MARGIN OF ERROR
+/-2.95%
AUDIENCE BASE
CIO, Computerworld, CSO,
InfoWorld, ITworld and
Network World USplus
select IDG brands in the
UK and Australia via sites
and email promotions
SURVEY METHOD
COLLECTION
Online questionnaire
NUMBER OF
QUESTIONS
31 (incl. demographics)
This annual survey is conducted 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 looks to gain insight into the
preferences of IT decision-makers with
regard to IT solution provider contact and
follow-up during the purchase process.
Source: 2014 IDG Enterprise Customer Engagement Research
Product-Specific Information is
Preferred Content Type Overall
Product testing/reviews/opinions
Product demo/product literature
87%
12%
83%
26%
Technology news
81%
Feature article about technologies
76%
Feature article about trends, strategies, management
75%
Case studies
Analyst research
64%
75%
32%
73%
How-to content/information
71%
Interviews with technology experts
70%
Discussions in forums/online communities/social media
64%
70%
Third-party market research
68%
Buyer's guides
68%
ROI tool, calculator, or other assessment tool
Opinion columns
Vendor directories
65%
63%
56%
Orange circles
show frequency
of use by tech
marketers*
Q. For each stage of the purchase process for major enterprise IT products and services, which of the following types of information or
content do you rely on most? (net of any stage, across all respondents)
Source: 2014 IDG Enterprise Customer Engagement Research; * 2014 B2B Tech Marketer Content Marketing Report
Content Tailored by Responsibilities &
Industry Most Appreciated
57%
Based on responsibilities
52%
Based on industry
29%
Based on job title
Based on where organization
is in the purchase process
Other
Not interested in custom-tailored content
17%
3%
17%
Q: If a company were to provide you with content that is tailored specifically to you, how would you prefer the content to be tailored?
Source: 2014 IDG Enterprise Customer Engagement Research
Informational Needs Shift During Purchase Process
Q. For each stage of the purchase process for major enterprise IT products and services, which of the following types of information or
content do you rely on most? AND Q. Please estimate the total number of informational assets you typically download to aid you in the
purchase process for major enterprise IT/security purchases.
Source: 2014 IDG Enterprise Customer Engagement Research
Content Must Adapt to Device Preferences
Q. Which of the following types of devices do you prefer to access the following type of information/content? AND *Does a poor mobile
experience, e.g., site difficult to navigate, have the following effects?
Sources: 2014 IDG Enterprise Customer Engagement Research; *IDG Enterprise/IGS Mobility Survey, 2014
LinkedIn Most Widely Used Social Site for Business
Q. How are you using each of the following sites for business? (Base: Respondents using specified social sites.)
Source: 2014 IDG Enterprise Customer Engagement Research
Links from Familiar Sources More Trusted
Much more likely to
click on a search
result with a link
from a source I
know
28%
Somewhat more
likely to click on a
search result from a
source I know
64%
8%
The link source has
no impact on my
likelihood to click on
the search result
Q. How likely are you to click on a search result with a link from a source you are familiar with, versus an unfamiliar URL/destination?
Source: 2014 IDG Enterprise Customer Engagement Research
The Customer Journey can Take Many Routes
Source: 2014 IDG Enterprise Customer Engagement Research
Continue the Conversation
To receive a presentation of the full results of this
study, or for more information, please contact:
Sue Yanovitch, VP, Marketing at IDG Enterprise
[email protected]To get results from IDG Enterprise research when it happens,
or any other news, follow us on Twitter: @IDGEnterprise
ADDITIONAL WAYS TO STAY ON TOP OF INFORMATION FROM IDG ENTERPRISE:
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