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
3
Trusted Information Hard to Come By
39%
43%
18%
Extremely challenging/Very challenging
Somewhat challenging
Not very challenging/Not at all challenging
Q. Generally speaking, how challenging do you feel it is to locate enough high-quality, trusted information on major enterprise IT/security products and
services to make an informed purchase decision with which you are comfortable? AND Q. What makes it extremely or very challenging to find enough high-
quality, trusted information on major enterprise IT/security products and services? AND Q. What factors increase your trust in the information you read
online? (Among B2B respondents)
Source: 2013 IDG Enterprise Customer Engagement Research; *The Echo Effect: Understanding the Value of B2B Tech Buyers, IDG Research, 2012.

4
Majority Share Online Content
Q. If you found value in a piece of online content (such as an article or white paper), which of the following would you be likely to do?
Source: 2013 IDG Enterprise Customer Engagement Research
78%
49%
28%
17%
16%
12%
5%
3%
5%
7%
Not Likely to Share
Other
+5% SINCE 2012
5
Vendor Engagement on Social Sites Increasing
50%
43%
41%
39%
38%
37%
36%
35%
34%
29%
27%
23%
22%
21%
20%
20%
17%
16%
12%
44%
38%
35%
33%
31%
34%
28%
32%
29%
20%
24%
21%
18%
19%
18%
20%
14%
13%
12%
Stay on top of industry trends
See product reviews/rankings
Obtain information/perspective that will help me make decisions
Keep informed about vendors' offerings
Interact with other users in a community setting
Obtain information/perspective that will help me influence a decision
Engage in dialogue with experts or industry peers
Participate in events sponsored by a vendor or potential vendor
Obtain product specifications
Submit opinions about products/services
Use tools such as calculators, worksheets, etc.
Obtain pricing
Refer or promote a vendor or partner to others
Resolve customer service issues
Obtain discounts on purchases
Track status of shipments/deliveries
Purchase products/services
Submit ideas for new products/services
Monitor/manage invoicing and payments
2013 2012
Q. How are you using social and/or business networking sites/services to engage with technology vendors?
Source: 2013 IDG Enterprise Customer Engagement Research
6
Q. When researching a specific major enterprise IT/security solution, how many pieces of content related to that solution do you typically need to consume before you are
ready to be contacted by a sales representative?
Lead Nurturing Key to Sales Process
4%
37%
17%
6%
35%
1 piece of content
2-4 pieces of content
5-9 pieces of content
10 or more pieces of content
No set number - I will contact a sales
person when I am ready
Source: 2013 IDG Enterprise Customer Engagement Research
7
Knowledgeable Vendor Follow Up is Essential
However, Occurs Infrequently
12%
12%
12%
36%
22%
25%
31%
44%
36%
47%
55%
56%
41%
34%
42%
13%
19%
17%
16%
10%
10%
4%
4%
3%
has researched basic information about
you and your organization
is specific to where your organization is in
the purchase cycle
is familiar with your particular line of
business
contacts you within your desired timeframe
is well suited to speak with someone at
your level within your organization
is highly knowledgeable and able to
answer your questions promptly
Frequently Occasionally Rarely Never
Q. When you are contacted by a vendor after downloading or consuming information related to a specific enterprise technology sol ution, how important are the
following aspects of that communication? Q. When you are contacted by a vendor after downloading or consuming information related to a specific enterprise
technology solution, how frequently do the following scenarios occur? (Of those that have registered to receive information related to a specific enterprise
technology solution within the last 6 months)
How often the representative
72%
47%
42%
35%
32%
Very important
32%
Source: 2013 IDG Enterprise Customer Engagement Research
8
Actions Which Increase/Decrease Likelihood of
Purchase
Q. How do the following actions by a vendor impact the likelihood you will purchase a solution about which you have downloaded or consumed information?
(Of those that have registered to receive information related to a specific enterprise technology solution within the last 6 months)

Representative
following up is
64%
General
nature/
not
specific
57%
Specific
61%
Familiar
57%
Within
your
desired
timeframe
64%
Is well-
suited
81%
Lacking
knowledge
and/or unable
to answer
questions
79%
Highly
knowledgeable
and able to
answer
questions
56%
Not
familiar
69%
Too
quickly/
too late
69%
Is not
well-
suited
41%
38%
50%
31%
41%
24%
28%
41%
35%
21%
24%
45%
38%
23%
20%
36%
38%
19%
22%
42%
INCREASE
LIKELIHOOD
OF PURCHASE
DECREASE
LIKELIHOOD
OF PURCHASE
Information
provided
Familiarity with
line of business
Timing
of contact
Speak at
your level
Product
knowledge
Somewhat more
likely to purchase
Much more likely
to purchase

Much less likely to
purchase
Somewhat less
likely to purchase
Source: 2013 IDG Enterprise Customer Engagement Research
Basic Company &
Individual Info
57%
Researched
Basic
Info
52%
Has
Not
Researched
38%
19%
19%
34%
9
For more information
For more information on this study, contact Sue Yanovitch,
VP of Marketing, at syanovitch@idgenterprise.com