Research | Research Report

2019 Customer Engagement Study

12/05/2019

In the 7th year of the study, the 2019 IDG Customer Engagement survey provides in-depth information on the various types and volume of content consumed throughout the technology purchase process. The research looks at how challenging it is for IT decision-makers (ITDMs) to find high quality information, the types of content they’re willing to register for, as well as their expectations when it comes to follow-up from a technology vendor. This year’s study found that 79% of ITDMs are willing to register for content if they know they will receive value in return; however only 38% of downloaded work-related content has provided value in the past 12 months. View the excerpt below to better understand how to provide the necessary resources throughout the entire tech purchase process.

Key Takeaways:

  • The majority (86%) of ITDMs say it is challenging to find high quality content, which increased from 79% in 2017.
  • Understand when and how ITDMs want to be contacted – 63% say that aggressive/persistent sales follow-up may cause them to abandon a vendor when conducting research.
  • 94% of ITDMs have responded to outreach from a potential vendor – the main factors are because the vendor demonstrated honesty/transparency, showed respect for their time, shared valuable content or information with them.
  • The most relied upon content types throughout the technology purchase process are product testing/reviews/opinions, product demo/product literatures, and technology news.
  • 94% of ITDMs have watched a tech-related video for business purposes – their preferred format are how-to videos (51%), in-depth product reviews (49%) and webcasts/web shows (36%).

Want more information? Register for the 2019 Customer Engagement white paper



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