Tools For Marketers

Customer Engagement 2013

The 2013 IDG Enterprise Customer Engagement survey was completed with the goal of gaining a better understanding of the role content consumption plays in the purchase process for major technology products and services and gain insight into the preferences of IT decision-makers who have registered to receive more information about a specific product or technology with regard to IT solution provider contact and follow-up during the purchase process. The results look at the importance, frequency and impact (on likelihood of purchase) of various IT solution provider characteristics and behaviors and seeks to determine the most likely course of action on the part of IT decision-makers in the event that desired IT solution provider contact or follow-up does not occur at all.

Key findings include:

  • A variety of content is strategically used throughout the IT purchase process.
  • An average of 8 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 overuse of marketing buzzwords, lack of truly independent unbiased information, and information that is too general.
  • 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.
  • Knowledge leads to speed: It is critical in sales follow up that the vendor representatives be knowledgeable about the product being discussed and able to promptly answer questions.
  • Response timeframe is critical given that contact outside of the desired timeframe is actually more detrimental than no contact at all.
  • Information is actively shared with peers, primarily by email, phone, in-person or via LinkedIn. Emails 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.

IDG Enterprise’s 2013 Customer Engagement survey was conducted online among the audience of six IDG Enterprise brands – CIO, Computerworld, Network World, CSO, InfoWorld and ITworld, as well as three IDG UK Brands – CIO UK, Computerworld UK, and TechWorld UK, via pop-up, forum posts, and email invitations. Results are based on 1,138 respondents.

For more information on this study, view the excerpt below. To receive a PDF of the research contact Sue Yanovitch.


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