Making Content Relevant To IT Buyers: Part One: Matching Content to the Buying Cycle

Making Content Relevant To IT Buyers:Part One: Matching Content to the Buying Cycle

July 2011

• Decoupling the Message from the Medium• Knowing where content works in the Buying Cycle

Sources: July 2011 survey of IT buyers in UK Enterprises conducted by Vanson

Bourne

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3

4

To what extent do you agree with this statement?

“With so many sources and channels of information available it is now easier to find trustworthy/credible industry information.”

5

2010 result

Statement: “With so many sources and channels of Information available it is now easier to find trustworthy/credible industry information.”

Disagree18%

Neutral32%

Agree50%

6

Disagree18%

Neutral32%

Agree50%

2010

Disagree21%

Neutral40%

Agree39%

2011 result


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Disagree18%

Neutral32%

Agree50%

2010

Disagree21%

Neutral40%

Agree39%

2011 resultThe percentage of IT decision makers that

consider it easy to find trustworthy/credible industry information

has dropped by 20% to little more than 1 in 3

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“With so many sources and channels of information available it is now easier to find trustworthy/credibleindustry information.”

The Point?

Disagree18%

Neutral32%

Agree50%

2010

Disagree21%

Neutral40%

Agree39%




9

“With so many sources and channels of information available it is now easier to find trustworthy/credibleindustry information.”

Multi-channel communications are vital, but also irrelevant if the content does not provide

some value and credibility.

Disagree18%

Neutral32%

Agree50%

2010

Disagree21%

Neutral40%

Agree39%




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QUESTION: How easy is it to find the information you need in these stages of your purchase decision process?

Question: How easy is it to find the information you need in these stages of your purchase decision process?

Keeping up to date with industry or vendor news

Identifying appropriate vendors to consider

Shortlisting vendors Selecting a vendor

56%

45% 43%

35%

11

When identifying vendors to consider

for a specific business need

When selecting the vendor/solution

When short-listing vendors


The Buying Cycle Stages





56%

45% 43%

35%

12










56%

45% 43%

35%

13

% describing it as “easy” or

“very easy” to find information they need at this

stage










56%

45% 43%

35%

14



stage










56%

45% 43%

35%

15



stage










56%

45% 43%

35%

16



stage










56%

45% 43%

35%

17






Even at the initial stage in the buying cycle, when buyers absorb technology ideas and start to form viewpoints of

their own, almost half struggle to get the information they need.

Question: How easy is it to find the information you need in each of the following stages of your purchase decision process?




56%

45% 43%

35%

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The Point?






Even at the initial stage in the buying cycle, when buyers absorb technology ideas and start to form viewpoints of

their own, almost half struggle to get the information they need.

Question: How easy is it to find the information you need in each of the following stages of your purchase decision process?




56%

45% 43%

35%

19

If vendors are to attract buyers into their orbit of influence at the earliest opportunity,

with a view to engaging and nurturing later in the buying cycle, they need to make sure

relevant, accessible content is at the buyers’ disposal.







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Figure 3: Types of information typically sought at these stages of the buying cycles 21

QUESTION: What types of information do you typically search for at these stages of the buying cycle?

Question: What types of information do you typically search for at these stages of the buying cycle?

22





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When identifying vendors to consider for a specific

business need





24


business need





25


business need





26

14 %

17 %

13 %

49 %

35 %

46 %

20 %

35 %

33 %

46 %

37 %

53 %

13 %

18 %

12 %

43 %

31 %

46 %

19 %

27 %

34 %

50 %

28 %

39 %

The Information TypesThe Information Types

Analyst research/ opinions

I ndependent research

Internal peer opinion

ROI / business case

Direct customer references

IT Press opinion pieces

External peer opinions

Independent consultant opinions

Customer stories/ case studies

Product/ solution offer updates

Thought leader / opinion pieces

Business press opinion pieces


business need





27


business need



14%

17%

13%

49%

35%

46%

20%

35%

33%

46%

37%

53%

13%

18%

12%

43%

31%

46%

19%

27%

34%

50%

28%

39%Analyst research/ opinions



ROI / business case









17 %

19 %

26 %

34 %

34 %

36 %

43 %

45 %

47 %

48 %

49 %

57 %


28


business need



14%

17%

13%

49%

35%

46%

20%

35%

33%

46%

37%

53%

13%

18%

12%

43%

31%

46%

19%

27%

34%

50%

28%




ROI / business case









% that search for this kind of information at

this stage in the buying cycle

17 %

19 %

26 %

34 %

34 %

36 %

43 %

45 %

47 %

48 %

49 %

57 %


29


business need



14%

17%

13%

49%

35%

46%

20%

35%

33%

46%

37%

53%

13%

18%

12%

43%

31%

46%

19%

27%

34%

50%

28%




ROI / business case









17 %

19 %

26 %

34 %

34 %

36 %

43 %

45 %

47 %

48 %

49 %

57 %


30


business need



14%

17%

13%

49%

35%

46%

20%

35%

33%

46%

37%

53%

13%

18%

12%

43%

31%

46%

19%

27%

34%

50%

28%

39%

17 %

19 %

26 %

34 %

34 %

36 %

43 %

45 %

47 %

48 %

49 %

57 %Analyst research/ opinions



ROI / business case










31

14%

17%

13%

49%

35%

46%

20%

35%

33%

46%

37%

53%

13%

18%

12%

43%

31%

46%

19%

27%

34%

50%

28%

39%

17 %

19 %

26 %

34 %

34 %

36 %

43 %

45 %

47 %

48 %

49 %




ROI / business case









Certain content types are used far more than others

and more uniformly throughout the buying

cycle.


business need




32

14%

17%

13%

49%

35%

46%

20%

35%

33%

46%

37%

53%

13%

18%

12%

43%

31%

46%

19%

27%

34%

50%

28%

39%

17 %

19 %

26 %

34 %

34 %

36 %

43 %

45 %

47 %

48 %

49 %




ROI / business case









The use of some content types tends to wax or

wane as buyers moving from “scanning the

horizon” mode to “training on a target”.


business need




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The Point?


business need



14%

17%

13%

49%

35%

46%

20%

35%

33%

46%

37%

53%

13%

18%

12%

43%

31%

46%

19%

27%

34%

50%

28%




ROI / business case









17 %

19 %

26 %

34 %

34 %

36 %

43 %

45 %

47 %

48 %

49 %

57 %

Certain content types are used far more than others

and more uniformly throughout the buying

cycle.

The importance of content types tends to wax or

wane as buyers moving from “scanning the

horizon” mode to “training on a target”.


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IT buyers are at each of these stages all the time, so vendors have to do two things: firstly make sure they are strong in the key content areas and secondly, recognise which types of content to offer once

initial engagement has occurred.


business need



14%

17%

13%

49%

35%

46%

20%

35%

33%

46%

37%

53%

13%

18%

12%

43%

31%

46%

19%

27%

34%

50%

28%




ROI / business case









17 %

19 %

26 %

34 %

34 %

36 %

43 %

45 %

47 %

48 %

49 %

57 %

35

Question: What types of information do you typically search for at these stages of the buying cycle? HOW IMPORTANCE CHANGES THROUGH THE CYCLE




Analyst research & opinion

Independent research


Thought leader/ opinion pieces

Product solution/ offer updates


Customer stories/case studies


IT press opinions pieces

Direct customer reference

ROI/Business case







ROI/Business case



















ROI/Business case

Most Used

Least Used

Most Used

Least Used

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Question: What types of information do you typically search for at these stages of the buying cycle? WITH MAJOR CHANGES IN IMPORTANCE HIGHLIGHTED

When identifying vendors to consider for a specific business need












ROI/Business case







ROI/Business case















Customer stories /case studies




ROI/Business case

Most Used

Least Used

Most Used

Least Used

37

Question: What types of information do you typically search for at these stages of the buying cycle? HOW IMPORTANCE CHANGES THROUGH THE CYCLE

When identifying vendors to consider for a specific business need












ROI/Business case







ROI/Business case



















ROI/Business case

Most Used

Least Used

Most Used

Least Used

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About Vanson Bourne

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About Us

We create and deliver compelling, relevant content for technology brands to own and use in high value media relations, demand generation and thought leadership marketing campaigns.

We couple our specialist technology research expertise with our years of experience in helping tech brands communicate with their markets. The result is well-crafted, independent and robust content for B2B and B2C marketing programmes.

We adapt the delivery of our content to fit all your marketing communications and direct sales efforts. This makes it easier than ever to leverage our high-value content across both traditional and new social media channels, creating news coverage, market buzz and customer action.

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We create relevant, compelling content for...

Credible media and influencer relations

Press releases & FAQsBriefing packs for executive spokespeoplePresentation material for analyst house tours

Effective demand generation campaigns

Integrated email, direct & telephone marketing communicationsPresentation materials & conversation starters for sales teamsOnline and offline event presentations for prospects

Differentiating thought leadership initiatives

Whitepapers, data books, articles, blog posts, interactive tools…Executive & subject matter speaker materials Social media campaigns

Making Content Relevant To IT Buyers: Part One: Matching Content to the Buying Cycle

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