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    2016 Customer Engagement Research

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    IDG_World
    The 2016 Customer Engagement research takes an inside look at the various types and volume of content consumed, and also provides insight into IT decision-makers’ preferences with regard to tech vendor’s contact and sales follow-up.

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    2016 Customer Engagement Research

    Uploaded by

    IDG_World
    4K views14 pages
    The 2016 Customer Engagement research takes an inside look at the various types and volume of content consumed, and also provides insight into IT decision-makers’ preferences with regard to tech vendor’s contact and sales follow-up.

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    © © All Rights Reserved

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    The 2016 Customer Engagement research takes an inside look at the various types and volume of content consumed, and also provides insight into IT decision-makers’ preferences with regard to tech vendor’s contact and sales follow-up.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    4K views14 pages

    2016 Customer Engagement Research

    Uploaded by

    IDG_World
    The 2016 Customer Engagement research takes an inside look at the various types and volume of content consumed, and also provides insight into IT decision-makers’ preferences with regard to tech vendor’s contact and sales follow-up.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 14

    CUSTOMER ENGAGEMENT

    2016
    Generating Relationships over Leads
    with marketing and sales alignment

    Purpose and Methodology

    1
    Source: 2016 IDG Enterprise Customer Engagement Research

    3
    Source: 2016 IDG Enterprise Customer Engagement Research

    Product Information the Most Relied Upon Overall


    2014

    Product testing/reviews/opinions
    Product demo/product literature
    Technology news
    How-to content/information
    Case studies
    Vendor presentations
    Analyst research
    Feature article about technologies
    Peer presentations
    Feature article about trends, strategies, management
    Interviews with technology experts
    Discussions in forums/online communities/social media
    ROI tool, calculator, or other assessment tool
    Third-party market research
    Buyer's guides
    Opinion columns
    Vendor directories

    83%
    83%
    77%
    74%
    74%
    73%
    73%
    69%
    68%
    66%
    66%
    65%
    65%
    65%
    64%
    57%
    52%

    87%

    83%

    81%

    71%

    75%

    73%

    76%

    75%

    70%

    10

    70%

    13

    65%

    11

    68%

    12

    68%

    14

    63%

    15

    56%

    Q. For each stage of the purchase process for major enterprise IT products and services, which of the following types of information or content
    do you rely on most? (Net any stage, not involved excluded)

    4
    Source: 2016 IDG Enterprise Customer Engagement Research

    Valuable Content Encourages Additional Research

    72%

    Research product
    Visit vendor web site or contact
    vendor for more information

    68%

    Forward the content to


    friends or colleagues

    49%
    48%

    Participate in a product demo


    Register to receive related
    content, if applicable

    46%

    Add vendor to your short list


    or consideration set

    45%
    37%

    Purchase product

    Search the vendor


    via social sites
    Link to the content in a blog
    post or a post on a social network
    Comment on the content

    29%
    22%
    21%

    EXEC IT

    IT MGMT

    IT PRO

    BIZ MGMT

    74%

    78%

    69%

    60%

    70%

    72%

    60%

    65%

    50%

    57%

    43%

    47%

    51%

    50%

    40%

    40%

    49%

    46%

    34%

    46%

    49%

    38%

    36%

    42%

    44%

    28%

    25%

    25%

    32%

    25%

    23%

    27%

    25%

    18%

    21%

    17%

    21%

    25%

    19%

    16%

    Q. Which of the following actions have you taken in the last three months as a result of finding content from a vendor that is valuable/helpful?

    5
    Source: 2016 IDG Enterprise Customer Engagement Research

    Lack of Credible Information is a Challenge


    Not at all
    challenging 2%

    Extremely
    challenging 4%

    Not very
    challenging

    18%

    26%

    Very
    challenging

    50%
    Somewhat
    challenging

    Too much marketing hype/empty


    buzzwords

    51%

    Lack of truly independent, unbiased


    information

    50%

    Information is too general

    37%

    Hesitant to download because I don't


    want the sales follow-up

    36%

    Too time consuming to figure out if


    source is reliable, trustworthy

    33%

    Incomplete or inconsistent technical info

    31%

    Lack of relevant information

    20%

    Q. Generally speaking, how challenging do you feel it is to locate enough high-quality, trusted information on major enterprise IT products and
    services to make an informed purchase decision with which you are comfortable? AND Q. What makes it challenging to find enough highquality, trusted information on major enterprise IT products and services?

    6
    Source: 2016 IDG Enterprise Customer Engagement Research

    What Drives Registration is Changing over Time


    Access to content that can help me make more informed buying decisions
    Access to research-based content
    Opportunity to win giveaways
    Access to content from respected thought leaders or industry experts
    Access to recent, exclusive content I cant get anywhere else
    Recommendation from a friend or colleague

    19%

    Ability to store or download content


    Opportunity to save money

    25%

    Access to virtual events

    The ability to network with peers


    Opportunity to receive relevant, targeted offers
    Access to videos

    19%

    16%
    14%
    15%

    38%
    41%
    36%
    34%
    36%
    33%

    47%

    30%

    25%
    25%

    13%

    Access to infographics
    Association with a well-known media brand or journalist

    23%
    26%

    14%

    Association with a well-known brand or company


    Access to personalized information/content

    39%
    39%

    28%

    53%
    48%
    50%
    54%

    24%
    22%
    20%

    20%
    19%

    2016
    2014

    Q. What generally drives your interest in registering to access information, content, events or tools? AND Q. Have you registered online (i.e.,
    provided your name, title, address, email, etc.) to receive information (white papers, case studies, webinars, product specifications/pricing,
    product demos and the like) related to a specific enterprise technology solution in the past 6 months?

    7
    Source: 2016 IDG Enterprise Customer Engagement Research

    Lead Nurturing is Imperative

    Additional information on the specific


    content topic for which you registered

    62%

    Demonstrated awareness of/


    knowledge of your business/industry

    45%

    General Information regarding


    vendor products/software

    43%

    Information on upcoming
    vendor events

    36%
    32%

    Short introduction to the company


    Sales representative contact list
    An invitation to set up an in-person meeting
    Sales pitch regarding the specific
    content/topic I registered for

    22%
    20%
    16%

    EXEC
    IT

    MIDLEVE
    L IT

    IT
    PRO

    BIZ
    MGM
    T

    62%

    64%

    60%

    67%

    48%

    45%

    36%

    46%

    43%

    42%

    46%

    44%

    38%

    37%

    36%

    24%

    31%

    26%

    31%

    42%

    24%

    23%

    18%

    14%

    23%

    14%

    17%

    12%

    17%

    14%

    16%

    11%

    Q. After registering for a piece of content you will typically receive a follow-up communication from the sponsoring
    vendor. In order for that communication to be most useful to you, what information should it include?

    8
    Source: 2016 IDG Enterprise Customer Engagement Research

    Video Product Reviews Essential During Many Stages


    Determine business
    need

    Determine technical
    requirements

    Evaluate products/
    services

    Recommend and
    select vendors

    Sell
    internally

    Approve/
    Authorize

    (NET) ANY

    72%

    77%

    84%

    68%

    45%

    41%

    Tech news reports/Live


    coverage of news events

    30%

    26%

    33%

    24%

    10%

    12%

    Industry research tech analyst reports

    30%

    33%

    40%

    24%

    11%

    13%

    Webcasts/Web shows

    29%

    30%

    41%

    23%

    11%

    11%

    Interviews with industry experts

    28%

    26%

    35%

    24%

    10%

    12%

    First-look product overviews

    25%

    22%

    36%

    17%

    8%

    8%

    In-depth product reviews

    24%

    37%

    50%

    30%

    13%

    16%

    Interactive video

    24%

    34%

    41%

    22%

    12%

    11%

    How-to videos

    22%

    38%

    47%

    22%

    12%

    12%

    Q. Which of the following types of technology-related video content are you likely to watch at each stage of the purchase process for major
    enterprise IT products and services?

    10
    Source: 2016 IDG Enterprise Customer Engagement Research

    11

    Regional Events Seeing a Rise in Event Interest


    Regional events

    National events
    Trade shows/Events where
    I have the opportunity
    to interact with vendors
    Roundtable style events
    Events with attendees
    at my title level or above
    Events with attendees
    at all title levels
    Increasing

    Neither
    increasing nor
    decreasing

    24%

    42%

    17%

    36%

    25%
    19%

    14%
    17%

    46%
    35%

    27%
    20%

    21%

    15%
    12%

    45%
    47%

    Decreasing

    31%

    14%

    34%
    11%
    15%

    17%
    18%

    I never attend
    this type of
    event

    Q. How frequently do you attend the following types of industry or job related events?

    12
    Source: 2016 IDG Enterprise Customer Engagement Research

    Continue the Conversation


    To receive a pdf of this study, or for more information, please contact: Sue
    Yanovitch, VP, Marketing at IDG Enterprise syanovitch@idgenterprise.com

    To get results from IDG Enterprise research when it happens,


    or any other news, follow us on Twitter: @IDGEnterprise
    ADDITIONAL WAYS TO STAY ON TOP OF INFORMATION FROM IDG ENTERPRISE:
    Sign up to receive our monthly marketing
    newsletter at www.idgenterprise.com/newsletter
    Visit us on LinkedIn:
    www.linkedin.com/company/idg-enterprise

    13

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