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
syanovitch@idgenterprise.com
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:

Sign up to receive our monthly marketing

newsletter at www.idgenterprise.com
Visit us on LinkedIn:
www.linkedin.com/company/idg-enterprise

10