FRAMINGHAM, Mass.--(BUSINESS WIRE)--IDG Connect’s survey of over 200 enterprise technology decision makers within organizations of 1,000 or more employees shows that vendors are not creating content that is relevant to their needs when making purchase decisions:
- 66% of technology buyers feel that digital content needs to be more aligned with organizational objectives and relevant to the decision making process.
- 79% of buyers said that vendors’ level of relevant content affects their likelihood to make the shortlist.
- Vendors are 25% less likely to make the shortlist if their content does not meet a minimum level of relevance.
This highlights an urgent need for vendors to understand the full buying process and the various content types and formats buyers need at different stages of the journey.
“If vendors do not improve their understanding of what makes content relevant, they will continue to frustrate buyers,” explains Bob Johnson, principal analyst and VP at IDG Connect.
Johnson adds, “Vendors need to realize the impact that their digital content has on not just filling the funnel with leads but in moving buyers through the funnel. A lack of alignment with organizational needs and relevance to the individual buying team member will cause vendors to lose opportunities before they come into view. This will impact their bottom line.”
“A strong potential ROI case can be made for attaining a sufficient level of relevance,” he concludes. “Now lines-of-business exert even more power over technology-related investment decisions; the requirement is more complicated but also has never been more important.”
The full report details the major content type and format preferences of buyers. This combines software, hardware and services-led investments. It is available for download here.
About IDG Connect
IDG Connect is the demand generation division of International Data Group (IDG), the world’s largest technology media company. Established in 2005, it utilizes access to 38 million business decision makers’ details to unite technology marketers with relevant targets from any country in the world. Committed to engaging a disparate global IT audience with truly localized messaging, IDG Connect also publishes market-specific thought leadership papers on behalf of its clients and produces research for B2B marketers worldwide. www.idgconnect.com
