Tools For Marketers

Marketing Networking Products & Solutions

According to Network World’s 2020 State of the Network research, 59% of IT decision-makers say that their organization’s data center is undergoing change with the replacement of older technologies for new. This increases to 65% for enterprises and is 57% for SMBs. We also know organizations are likely to seek a new networking vendor due to increased cost of current vendor or when their current product/service no longer meets their business needs.

Networking focused marketers are instrumental in ensuring tech decision-makers have the necessary tools and knowledge at the right time to make their most informative networking purchase. Compiling insight from IDG’s buyers journey research – 2020 Role & Influence of the Technology Decision-Maker and 2019 Customer Engagement – this networking specific research guide outlines who’s involved in the networking purchase process, the content types and sources these buyers rely on, and their likelihood to seek out a new vendor.

Key Findings:

  • Only 39% of networking focused decision-makers are likely to consider a new vendor when making a quick purchase decision.
  • On average, there are 22 people involved in networking purchases – 31% expect an increase in the number of IT influencers.
  • The top sources of information relied upon during the networking purchase process are tech content sites, webcasts/webinars, and white papers.
  • On average, 5 pieces of content are downloaded during the networking purchase process – 41% expect their content consumption to increase over the next 6-12 months.

Download the networking sample slides for additional insight. The sample slides are just a glimpse of the research – request a meeting with an IDG sales executive to walk through the full networking purchase process to help you better understand how to market these products and tools in today’s business climate.

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