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2013 Customer Engagement Study

2013 Customer Engagement Study

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Published by IDG_Enterprise
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.
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.

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Categories:Presentations
Published by: IDG_Enterprise on Sep 18, 2013
Copyright:Attribution Non-commercial

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07/08/2014

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Customer Engagement:
The Role of Content in the IT Purchase Process & Connecting Content Marketing to Sales Follow Up
Conducted across the IDG Enterprise brands: Computerworld, InfoWorld, Network World, CIO, CSO & ITworld plus Computerworld UK, CIO UK and TechWorld UK
 
Purpose and Methodology
1
Survey Sample Survey Method Survey Goal
To gain 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 the likelihood to 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.
Collection Online Questionnaire Number of Questions 31 (incl. demographics) Total Respondents 1,138 Margin of Error +/- 2.9%  Audience Base Computerworld, InfoWorld, Network World, CIO, CSO and ITworld
 –
plus Computerworld UK, CIO UK and TechWorld UK
 –
 sites and email
Source: 2013 IDG Enterprise Customer Engagement Research
 
2
Informational Needs Shift During Purchase Process
Q.
For each stage of the purchase process for major enterprise IT/security 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: 2013 IDG Enterprise Customer Engagement Research

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