CUSTOMER ENGAGEMENT

2017The Role of Content in Customer First Marketing

Purpose and Methodology

2
Source: 2017 IDG Customer Engagement Research
3
 4
Source: 2017 IDG 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?

5
Source: 2017 IDG Customer Engagement Research
Familiarity Cuts Purchase Cycle in Half

Q. Considering major enterprise IT purchases, what is the average purchase cycle for a vendor with whom you are already familiar or have
experience compared to the purchase cycle for an unfamiliar vendor?

6
Source: 2017 IDG Customer Engagement Research
Sales Enablement Critical to Success
90%
89% Exec. IT 90%
IT Mgmt 92%
85%
IT Pro 81%
Biz Mgmt 89%
80%
77%
75%
76%
73%
70%
69%
65%
67%

60%

55%

50%
2013 2014 2016 2017

Highly Familiar with Well suited Contacts Info. given Knows basic
knowledgeable/ your particular to speak at your you within is specific to info. about
able to answer line of business level within the your desired where you you and your
questions organization timeframe are in the organization
promptly purchase cycle

Q. How do the following actions by a vendor impact the likelihood you will purchase a solution about which you have downloaded or consumed
information?

7
Source: 2013-2017 IDG Customer Engagement Research
Continue the Conversation

To receive a briefing on the full results from this study, or for more information, please contact your IDG
sales executive or contact us.

For more information on content marketing and lead nurture, explore our resources on this site under
marketing tools, or contact us. We have additional primary research, blogs and white papers to make you
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