Tech marketers need a stronger focus on the use of high-quality content to nurture leads further down the sales funnel, according to the latest customer engagement research report published by IDG Enterprise. It found that IT decision makers (ITDMs) seek an increasing amount of information to meet their needs during the purchase process.
More than eight out of ten ITDMs have registered with a content provider to receive information that can inform buying decisions during the last six months. However, the type of content required varies considerably during the buying cycle, with unique and relevant news copy being best for determining business needs and product reviews and tests being key for selecting vendors.
Therefore, tech marketers need to recognise how different content formats can educate, inform and push buyers along the buying cycle and then optimise their campaigns to create and publish content to achieve these goals. Eighty-five per cent of decision makers said that they are more open to selecting a vendor that educates them, but 79 per cent said that being able to locate content is just as important.
“Despite all of this content being created, 79 per cent of tech decision makers find it challenging to locate high-quality content on B2B tech products and services,” IDG Enterprise Chief Revenue Officer Brian Glynn said. “This opportunity to stand out through quality content can help position tech vendors as a resource, in turn leading to new business.”
The study shows that ITDMs prefer accessing content across a multitude of digital touchpoints, as almost three-quarters said that an omni-channel experience is appreciated. Fifty per cent of those surveyed also said that ease of navigation and quality web design increased their trust in the content that they read online.
Video is seen as an important supplement to engaging text-based content, as 95 per cent of ITDMs have watched tech-related clips on YouTube, vendor websites and tech content sites. Glynn concluded that tech leaders need to have a more “symbiotic relationship” with clients and customers due to the increasing reliance on tech to “thrive and advance.”=
He concluded: “Tech marketers can reinforce their value in this partnership through the creation and distribution of informative and unbiased content. When tech decision makers find content valuable, they take proactive steps to further educate themselves — whether that be visiting the vendor’s site, reading additional articles and reviews on tech content sites or contacting the vendor for a product demo.”