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Engagement:
The Role of Content in the IT Purchase Process &
Connecting Content Marketing to Sales Follow Up
SURVEY SAMPLE
MARGIN OF ERROR
+/-2.95%
AUDIENCE BASE
SURVEY METHOD
COLLECTION
Online questionnaire
NUMBER OF
QUESTIONS
31 (incl. demographics)
Product-Specific Information is
Preferred Content Type Overall
Product testing/reviews/opinions
Product demo/product literature
87%
12%
83%
26%
Technology news
81%
76%
75%
Case studies
Analyst research
64%
75%
32%
73%
How-to content/information
71%
70%
64%
70%
68%
Buyer's guides
68%
65%
63%
56%
Orange circles
show frequency
of use by tech
marketers*
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 of any stage, across all respondents)
Source: 2014 IDG Enterprise Customer Engagement Research; * 2014 B2B Tech Marketer Content Marketing Report
Based on responsibilities
52%
Based on industry
29%
Other
17%
3%
17%
Q: If a company were to provide you with content that is tailored specifically to you, how would you prefer the content to be tailored?
Source: 2014 IDG Enterprise Customer Engagement Research
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? AND Q. Please estimate the total number of informational assets you typically download to aid you in the
purchase process for major enterprise IT/security purchases.
Source: 2014 IDG Enterprise Customer Engagement Research
Q. Which of the following types of devices do you prefer to access the following type of information/content? AND *Does a poor mobile
experience, e.g., site difficult to navigate, have the following effects?
Sources: 2014 IDG Enterprise Customer Engagement Research; *IDG Enterprise/IGS Mobility Survey, 2014
Q. How are you using each of the following sites for business? (Base: Respondents using specified social sites.)
Source: 2014 IDG Enterprise Customer Engagement Research
28%
Somewhat more
likely to click on a
search result from a
source I know
64%
8%
The link source has
no impact on my
likelihood to click on
the search result
Q. How likely are you to click on a search result with a link from a source you are familiar with, versus an unfamiliar URL/destination?
Source: 2014 IDG Enterprise Customer Engagement Research
10