Making Content Relevant To IT Buyers: Part One: Matching Content to the Buying Cycle July 2011
May 28, 2015
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
2
• Decoupling the Message from the Medium• Knowing where content works in the Buying Cycle
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
Statement: “With so many sources and channels of Information available it is now easier to find trustworthy/credible industry information.”
7
Statement: “With so many sources and channels of Information available it is now easier to find trustworthy/credible industry information.”
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
8
“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%
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
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%
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
10
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
Keeping up to date with industry or vendor news
The Buying Cycle Stages
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%
12
When identifying vendors to consider
for a specific business need
When selecting the vendor/solution
When short-listing vendors
Keeping up to date with industry or vendor news
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%
13
% describing it as “easy” or
“very easy” to find information they need at this
stage
When identifying vendors to consider
for a specific business need
When selecting the vendor/solution
When short-listing vendors
Keeping up to date with industry or vendor news
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%
14
% describing it as “easy” or
“very easy” to find information they need at this
stage
When identifying vendors to consider
for a specific business need
When selecting the vendor/solution
When short-listing vendors
Keeping up to date with industry or vendor news
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%
15
% describing it as “easy” or
“very easy” to find information they need at this
stage
When identifying vendors to consider
for a specific business need
When selecting the vendor/solution
When short-listing vendors
Keeping up to date with industry or vendor news
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%
16
% describing it as “easy” or
“very easy” to find information they need at this
stage
When identifying vendors to consider
for a specific business need
When selecting the vendor/solution
When short-listing vendors
Keeping up to date with industry or vendor news
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%
17
When identifying vendors to consider
for a specific business need
When selecting the vendor/solution
When short-listing vendors
Keeping up to date with industry or vendor news
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?
Keeping up to date with industry or vendor news
Identifying appropriate vendors to consider
Shortlisting vendors Selecting a vendor
56%
45% 43%
35%
18
The Point?
When identifying vendors to consider
for a specific business need
When selecting the vendor/solution
When short-listing vendors
Keeping up to date with industry or vendor news
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?
Keeping up to date with industry or vendor news
Identifying appropriate vendors to consider
Shortlisting vendors Selecting a vendor
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.
When identifying vendors to consider
for a specific business need
When selecting the vendor/solution
When short-listing vendors
Keeping up to date with industry or vendor news
• Decoupling the Message from the Medium• Knowing where content works in the Buying Cycle
20
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
When selecting the vendor/solution
When short-listing vendors
The Buying Cycle Stages
Question: What types of information do you typically search for at these stages of the buying cycle?
23
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
The Buying Cycle Stages
Question: What types of information do you typically search for at these stages of the buying cycle?
24
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
The Buying Cycle Stages
Question: What types of information do you typically search for at these stages of the buying cycle?
25
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
The Buying Cycle Stages
Question: What types of information do you typically search for at these stages of the buying cycle?
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
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
The Buying Cycle Stages
Question: What types of information do you typically search for at these stages of the buying cycle?
27
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
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
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
17 %
19 %
26 %
34 %
34 %
36 %
43 %
45 %
47 %
48 %
49 %
57 %
Question: What types of information do you typically search for at these stages of the buying cycle?
28
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
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
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
% 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 %
Question: What types of information do you typically search for at these stages of the buying cycle?
29
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
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
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
17 %
19 %
26 %
34 %
34 %
36 %
43 %
45 %
47 %
48 %
49 %
57 %
Question: What types of information do you typically search for at these stages of the buying cycle?
30
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
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
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
Question: What types of information do you typically search for at these stages of the buying cycle?
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 %
57 %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
Certain content types are used far more than others
and more uniformly throughout the buying
cycle.
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
Question: What types of information do you typically search for at these stages of the buying cycle?
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 %
57 %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
The use of some content types tends to wax or
wane as buyers moving from “scanning the
horizon” mode to “training on a target”.
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
Question: What types of information do you typically search for at these stages of the buying cycle?
33
The Point?
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
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
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
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”.
Question: What types of information do you typically search for at these stages of the buying cycle?
34
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.
When identifying vendors to consider for a specific
business need
When selecting the vendor/solution
When short-listing vendors
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
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
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
When identifying vendors to consider
for a specific business need
Business press opinion pieces
Analyst research & opinion
Independent research
Internal peer opinion
Thought leader/ opinion pieces
Product solution/ offer updates
Independent consultant opinions
Customer stories/case studies
External peer opinions
IT press opinions pieces
Direct customer reference
ROI/Business case
When selecting the vendor/solution
Analyst research & opinion
Independent research
Internal peer opinion
External peer opinions
Customer stories/case studies
ROI/Business case
Independent consultant opinions
Direct customer reference
IT press opinions pieces
Product solution/ offer updates
Thought leader/ opinion pieces
Business press opinion pieces
When short-listing vendors
Business press opinion pieces
Analyst research & opinion
Independent research
Internal peer opinion
Thought leader/ opinion pieces
Product solution/ offer updates
Independent consultant opinions
Customer stories/case studies
External peer opinions
IT press opinions pieces
Direct customer reference
ROI/Business case
Most Used
Least Used
Most Used
Least Used
36
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
Business press opinion pieces
Analyst research & opinion
Independent research
Internal peer opinion
Thought leader/ opinion pieces
Product solution/ offer updates
Independent consultant opinions
Customer stories/case studies
External peer opinions
IT press opinions pieces
Direct customer reference
ROI/Business case
When selecting the vendor/solution
Analyst research & opinion
Independent research
Internal peer opinion
External peer opinions
Customer stories/case studies
ROI/Business case
Independent consultant opinions
Direct customer reference
IT press opinions pieces
Product solution/ offer updates
Thought leader/ opinion pieces
Business press opinion pieces
When short-listing vendors
Business press opinion pieces
Analyst research & opinion
Independent research
Internal peer opinion
Thought leader/ opinion pieces
Product solution/ offer updates
Independent consultant opinions
Customer stories /case studies
External peer opinions
IT press opinions pieces
Direct customer reference
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
Business press opinion pieces
Analyst research & opinion
Independent research
Internal peer opinion
Thought leader/ opinion pieces
Product solution/ offer updates
Independent consultant opinions
Customer stories/case studies
External peer opinions
IT press opinions pieces
Direct customer reference
ROI/Business case
When selecting the vendor/solution
Analyst research & opinion
Independent research
Internal peer opinion
External peer opinions
Customer stories/case studies
ROI/Business case
Independent consultant opinions
Direct customer reference
IT press opinions pieces
Product solution/ offer updates
Thought leader/ opinion pieces
Business press opinion pieces
When short-listing vendors
Business press opinion pieces
Analyst research & opinion
Independent research
Internal peer opinion
Thought leader/ opinion pieces
Product solution/ offer updates
Independent consultant opinions
Customer stories/case studies
External peer opinions
IT press opinions pieces
Direct customer reference
ROI/Business case
Most Used
Least Used
Most Used
Least Used
38
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