Customer Engagement: The Role of Content in the IT Purchase Process

Transcription

1 Customer Engagement: The Role of Content in the IT Purchase Process Conducted across the IDG Enterprise brands: CIO, Computerworld, CSO, InfoWorld, ITworld & Network World Customer Engagement

2 Purpose and Methodology Survey Sample Field Work April 9, 2012 May 18, 2012 Total Respondents 1,025 Margin of Error +/- 3.1% Audience Base CIO, Computerworld, CSO, InfoWorld, ITworld, and Network World sites and Survey Goal To gain a better understanding of the role content consumption plays in the purchase process for major technology products and services. Survey Method Collection Number of Questions Online Questionnaire 29 (incl. demographics) 1

3 Respondent Profile Total Respondents 1,025 Organization Size Average Company Size Average Annual Revenue 18,135 employees $7.35 billion IT Leadership Top Represented Industries All survey respondents are involved in the purchase process for major IT or security products and services. High Tech, Telecom & Utilities Government & Non-profit 14% 20% Job Title Breakdown Executive IT 47% Financial Services (banking, insurance, brokerage) Manufacturing (including automotive, aerospace & defense, 11% 10% Mid-Level IT 19% Education 10% IT Professional 22% Business Management 6% Other (Non-Manager) 6% Services (legal, consulting, real estate) Healthcare (providers and pharmaceuticals) Retail, Wholesale, & Distribution 5% 9% 7% 2

4 DELIVERING THE RIGHT TOOLS AT THE RIGHT TIME

5 Informational Needs Shift During Purchase Process 4 Q. For each stage of the purchase process for major enterprise IT/security 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.

6 Educational Content Gets Noticed 1. Feature article about trends, strategies, management 2. Technology news 3. Feature article about technologies 4. White papers 5. Case studies 1. Feature article about technologies 1. How-to content/information 2. Technology news 2. White papers 3. Interviews with technology experts 4. Product demo/product literature 5. Product testing/reviews/opinions Q. How much weight do you give to each of the following during the IT investment decision making process? Sources of Insight and Information for IT Buyers (sum to 100) 5 Source: Market Fusion Study, IDG Connect, September 2011

7 Maximum Length and Duration of Effective Content Marketing Content Types Length Unit Podcast (Listening Time) 16 minutes Interactive Worksheet (Usage Time) 14 minutes Presentation (Viewing Time) 14 minutes Product/Service Review (Page Length) 13 pages Demonstration (Viewing Time) 11 minutes On-Line Audio Clip (Listening Time) 11 minutes On-Line Video (Viewing Time) 10 minutes Calculator (Usage Time) 9 minutes Research Survey Results (Page Length) 9 pages Tutorial (Viewing Time) 8 minutes Webcast (Viewing Time) 7 minutes White Paper (Page Length) 7 pages 6 Q. What is the maximum desired length in pages, viewing minutes or usage time to use for the following marketing content types? Source: Market Fusion Study, IDG Connect, September 2011

8 Ample Opportunity to Influence with Tech Video Q. Which of the following type of technology-related video content are you likely to watch at each stage of the purchase process for major enterprise IT/security products and services? 7 Chart Source: emarketer, March 2012

9 CONNECTING CONTENT CONSUMPTION TO SALES

10 Lead Nurturing Key to Sales Process 1 piece of content 3% 2-4 pieces of content 34% 5-9 pieces of content 20% 10 or more pieces of content 6% No set number - I will contact a sales person when I am ready 37% 9 Q. When researching a specific major enterprise IT/security solution, how many pieces of content related to that solution do you typically need to consume before you are ready to be contacted by a sales representative?

11 Most Notice Related Content, Nearly Half Appreciate Content Delivered Related to Search History Content Delivered Related to Previous Download Q. Do you notice/appreciate when you are delivered content (e.g., white papers, advertisements) related to your search history independent of any action you are taking at that time? AND Q. Do you notice/appreciate when vendor content that relates to an article or webpage you downloaded previously is delivered to you at a later date? 10

12 IT Heads More Appreciative of Related Content Content Delivered Related to Search History Content Delivered Related to Previous Download Q. Do you notice/appreciate when you are delivered content (e.g., white papers, advertisements) related to your search history independent of any action you are taking at that time? AND Q. Do you notice/appreciate when vendor content that relates to an article or webpage you downloaded previously is delivered to you at a later date? 11

13 Organic Search Results Preferred Q. When using search engines to gather information for major enterprise IT/security purchases, do you prefer to click on results that are brought up organically or paid search results? 12

14 When it Comes to Search, Trust is Critical 13 Q. When reviewing the results from a search engine, are you more likely to click on a link from a familiar, trusted source (i.e., media brand, vendor/company, organization) rather than an unknown source? AND Q. What factors increase your trust in the information you read online? Source: Engaging Audiences in the New Dynamic, IDG Research, 2012

15 Finding the Fine Line: Nurturing vs. Nagging # Additional Pieces of Related Content Preferred Time Period Interested in Receiving Related Content 1 12% 1-2 weeks after registering 30% % 3-6 weeks 27% 5-9 7% 10 or more 4% 7-12 weeks 8% None 34% Not interested in receiving additional content 35% Q. Generally speaking, after registering to access a piece of content related to a major enterprise/it security product or service, how many additional pieces of related content would you like to receive? AND Q. Generally speaking, after registering to access a piece of content related to a major enterprise IT/security product or service, for what time period are you interested in continuing to receive related content? 14

16 Marketers Have More Time to Nurture Enterprises Q. Generally speaking, after registering to access a piece of content related to a major enterprise/it security product or service, how many additional pieces of related content would you like to receive? AND Q. Generally speaking, after registering to access a piece of content related to a major enterprise IT/security product or service, for what time period are you interested in continuing to receive related content? 15

17 Vendor Content Crucial to Selection Process Pieces of Content Consumed Q. When you are recommending and selecting vendors for major enterprise IT/security purchases, approximately how many pieces of content do you typically consume that are created by, or for, the vendor you eventually select? 16

18 Enterprises Use More Chosen Vendor Content Pieces of Content Consumed Q. When you are recommending and selecting vendors for major enterprise IT/security purchases, approximately how many pieces of content do you typically consume that are created by, or for, the vendor you eventually select? 17

19 Trusted Information Hard to Come By Extremely challenging/very challenging 38% Somewhat challenging 43% Not very challenging/not at all challenging 19% Q. Generally speaking, how challenging do you feel it is to locate enough high quality trusted information on major enterprise IT/security products and services to make an informed purchase decision you are comfortable with? AND Q. Please tell us a little about what makes it extremely or very challenging to find enough high-quality, trusted information on major enterprise IT products and services. 18

20 Sufficient Time Required Before Sales Contact That day 7% 1-3 days later 28% 4-6 days later 20% 1-2 weeks later 21% More than 2 weeks later 8% Not sure 16% 19 Q. How soon after consuming the proper amount of content related to a specific enterprise IT/security solution would you typically like to be contacted by a sales representative?

21 Vendor Video and Text Chat Used Sparingly All of the time/usually 13% Too invasive/don't want a hard sell 49% I prefer other methods of communication ( , phone, etc.) 46% Sometimes 27% I prefer to contact representatives with whom I have existing relationships 31% I do not believe I would be connected to a knowledgeable representative 22% Rarely/never Unsatisfactory user experience (user interface latency, etc.) Other 10% 10% Q. When visiting a vendor website to research a major enterprise IT/security solution, how often do you take advantage of the opportunity to connect immediately with a company representative through video or text chat? AND Q. Why do you rarely or never connect with company representatives through video or text chat when visiting major enterprise IT/security vendors websites? 20

22 IT Executives Use Vendor Chat More Often All of the time/usually 18% 11% Too invasive/don't want a hard sell 50% 52% 46% 8% I prefer other methods of communication ( , phone, etc.) 44% 41% 53% Sometimes 31% 21% I prefer to contact representatives with whom I have existing relationships 33% 35% 32% 23% I do not believe I would be connected to a knowledgeable representative 25% 22% 20% Rarely/never 51% 68% 69% Unsatisfactory user experience (user interface latency, etc.) Other 12% 10% 8% 9% 14% 9% Exec IT Mid-Level IT IT Professionals Q. When visiting a vendor website to research a major enterprise IT/security solution, how often do you take advantage of the opportunity to connect immediately with a company representative through video or text chat? AND Q. Why do you rarely or never connect with company representatives through video or text chat when visiting major enterprise IT/security vendors websites? 21

23 THE IMPORTANCE OF MOBILE OPTIMIZATION

24 Mobile Content Access Has Limitations User interface not optimized for a mobile device 49% Difficulty typing 34% Security concerns 33% Other issues 10% Do not have any issues with viewing and accessing information via a mobile device 13% Q. Which, if any, of the following issues impedes your ability to access information that aids you in making major enterprise IT/security purchases via a mobile device (tablet, smartphone, etc.) vs. a desktop, laptop, or netbook? 23

25 Content Must Adapt to Device Preferences ) 24 Q. From which of the following types of devices do you prefer to access the following type of information/content? AND Q. Which of the following activities do you perform on your Smartphone?* AND Q. For which of the following activities do you use your tablet? * *Source: Navigating the Marketing Maze, IDG Research, 2011

26 METHODS OF SHARING INFORMATION

27 IT Decision-Makers Actively Share Content s received directly Technology content sites (e.g., CNET.com, (Brand).com) Online links for articles in printed publications White papers viewed/downloaded Links found via search engines Conference or events attended newsletters Third-party research including research firms (e.g., Gartner, IDC) Case studies Technology vendor sites Webcasts/Webinars Web video/video clips/podcasts 86% 84% 83% 83% 81% 81% 81% 80% 79% 76% 76% 73% Blogs/Wikis Discussions on social networking sites/communities 57% 60% 26 Q. How are you most likely to share the information/assets you view when researching major enterprise IT/security purchases? (Chart includes respondents who indicated that they would share content.)

28 Sharing Method Changes With Content Type 27 Q. How are you most likely to share the information/assets you view when researching major enterprise IT/security purchases?

29 Built-in Tools Increase Likelihood of Sharing 77% 26% 14% 12% 18% 6% Other Not Likely to Share 4% 9% Q. If you found value in a piece of online content (such as an article or white paper), and sharing tools were built into the content, which of the following would you be likely to do? 28

30 Decision-Makers Use Social Sites Frequently 21% 13% 16% 11% 10% 29% 20% 7% 11% 11% 12% 38% 14% 12% 24% 19% 11% 19% 9% 6% 10% 8% 13% 54% 8% 8% 26% 24% 20% 14% More than once a day Once a day A few times a week A few times a month Once a month or less often Never Q. How often do you use each of the following social or business networking sites/services? 29

31 LinkedIn Most Widely Used Social Site for Business 30 Q. How are you using Twitter, Facebook, LinkedIn, YouTube, and Google+? (Base: Respondents using specified social sites.) AND Q. How are you using social media?* *Source: Navigating the Marketing Maze, IDG Research, 2011

32 Social Sites Encourage Vendor Interaction Stay on top of industry trends 44% See product reviews/rankings 38% Obtain information/perspective that will help me make decisions 35% Obtain information/perspective that will help me influence a decision 34% Keep informed about vendors' offerings 33% Participate in events sponsored by a vendor or potential vendor 32% Interact with other users in a community setting 31% Obtain product specifications 29% Engage in dialogue with experts or industry peers 28% Use tools such as calculators, worksheets, etc. 24% Obtain pricing 21% Track status of shipments/deliveries 20% Submit opinions about products/services 20% Resolve customer service issues 19% Obtain discounts on purchases 18% Refer or promote a vendor or partner to others 18% Purchase products/services 14% Submit ideas for new products/services 13% Monitor/manage invoicing and payments 12% Other 1% None of the above 27% Q. How are you using social and/or business networking sites/services to engage with technology vendors? 31

33 IT Heads Use Social More for Transactional Activities Stay on top of industry trends See product reviews/rankings Obtain information/perspective that will help me make decisions Obtain information/perspective that will help me influence a decision Keep informed about vendors' offerings Participate in events sponsored by a vendor or potential vendor Interact with other users in a community setting Obtain product specifications Engage in dialogue with experts or industry peers Use tools such as calculators, worksheets, etc. Obtain pricing Track status of shipments/deliveries Submit opinions about products/services Resolve customer service issues Obtain discounts on purchases Refer or promote a vendor or partner to others Purchase products/services 9% Submit ideas for new products/services 10% Monitor/manage invoicing and payments 10% 18% 17% 18% 16% 16% 15% 16% 15% 27% 27% 27% 22% 25% 25% 23% 22% 21% 22% 21% Q. How are you using social and/or business networking sites/services to engage with technology vendors? 43% 44% 39% 38% 36% 33% 35% 33% 34% 32% 33% 31% 31% 30% 32% 31% Heads of IT Non-Heads of IT 32

34 Social Sites Improve Vendor Relations Customer service experience from a technology vendor 16% 28% 20% 37% Willingness to recommend a technology vendor to others 15% 29% 19% 37% Overall satisfaction with a technology vendor 14% 29% 20% 37% Feelings of brand loyalty toward a technology vendor 13% 27% 20% 40% Likelihood of purchase from a technology vendor 11% 27% 22% 39% Level of spending with a technology vendor 10% 19% 22% 49% To a great extent Somewhat To little extent Not at all Q. To what extent has your usage of social and/or business networking sites/services to interact with or follow technology vendors improved the following? 33

35 Conclusion A variety of content is strategically used throughout the IT purchase process. A significant amount of vendor and non-vendor assets are downloaded and used to aid in decision-making. Despite a strong need for quality content, trusted information is hard to come by due to perceived vendor bias. Partnering with a trustworthy source to produce content can help offset this perception. Lead nurturing is key to the sales process, but leads are only receptive to a certain level of related content over a relatively short period of time. The majority of IT decision-makers would prefer not to be contacted immediately after consuming their desired amount of content. Information is actively shared with peers, primarily by , phone, in-person or via LinkedIn. s are shared most often. IT decision-makers use social media to discover, share and discuss tech information. Social networks also encourage and improve vendor relations. 34

36 DEMOGRAPHIC INFORMATION

37 Job Titles Executive IT (NET) 47% CIO, CTO IT/Network Architect VP Executive VP, Senior VP Supervisor Mid-Level IT (NET) 19% Director Manager Supervisor Technical Consultant IT Professional (NET) 22% Application/Software Developer Business Management (NET) 6% CEO, COO, Chairman, President Director, Manager Executive VP, Senior VP, VP, GM Other Corporate Business Manager Consultant (Non-Technical) CFO, Controller, Treasurer Other (NET) 6% Other (Non-Manager) Head of IT (NET) 45% Top IT Executive in Company Top IT Executive at Business Unit/Location Systems Integrator Other IT/Networking Staff Q. What is your primary job title? AND Q. Are you the top IT executive in your company or business unit/location? 36

38 Industry High Tech, Telecom & Utilities 20% Government & Non-Profit 14% Financial Services (banking, insurance, brokerage) 11% Manufacturing (including automotive, aerospace & defense, construction, engineering, chemical, metals and mining) 10% Education 10% Services (legal, consulting, real estate) 9% Healthcare (providers & pharmaceuticals) 7% Retail, Wholesale & Distribution 5% Advertising/Marketing/PR/Media (publishing, broadcast, online) 2% Transportation (airlines, trucking, railroads, shipping & logistics) 2% Travel and Leisure (cruise lines, hotels, theme parks, casinos) 1% Other 7% Q. Which of the following best describes your organization s industry or function? 37

39 Annual Gross Sales and Company Size Company Gross Sales/Revenue $40 billion + 8% $15 billion - $39.9 billion 5% $5 billion - $14.9 billion 7% $1 billion - $4.9 billion 10% $500 million - $999.9 million 5% $100 million - $499.9 million 11% $50 million $99.9 million 8% <$50 million 21% Not Applicable (e.g., nonprofit, government, union) 14% Company Size 100,000 or more 10% 10,000 99,999 18% 5,000 9,999 8% 2,500 4,999 7% 1,000 2,499 10% % Less than % Not Sure 5% Average Company Size: 18,135 employees Not Sure 12% Average Revenue: $7.35 billion Q. Please select the dollar amount that best represents the annual gross sales or revenues for your organization or enterprise. AND Q. Approximately how many people are employed in your entire organization or enterprise? (including all plants, divisions, branches, parents, and subsidiaries worldwide) 38

40 Age 59% 26% 5% 6% 5% Average Age: 49 < or older Prefer not to answer Q. What is your age? 39