Description:

For technology services providers, reaching customers has never been more difficult. Not only is there more competition, but customers themselves are more savvy and discerning. Buyers educate themselves on all the options; they narrow their choices, evaluate alternatives carefully, and demand proof that providers can deliver on their promises.

Connecting with Customers: Generating Awareness, Interest, and Confidence for Technology Services provides detailed data and analysis to help marketers deliver the most effective information at each stage of the buying cycle. It provides insight into how customers first learn about services providers, which marketing vehicles are most effective at each stage of the buying cycle, and the most influencial third-party input.

Based on interviews with 211 key decision makers for purchases of technology services in U.S. companies and government entities, the report is designed to help marketers build programs that increase customer acquisition, retention, and advocacy.

Key findings in the report include:

• Initial sources of information used by executives
• Effectiveness of marketing vehicles and content
• Influence of third parties
• Purchase decision drivers
• Attributes a services provider should possess

Study Methodology

In Spring 2004, ITSMA conducted and analyzed 211 telephone interviews with key IT and business executives involved in the purchase of technology services. Study respondents represent Fortune 1000 corporations and their divisions and subsidiaries from the manufacturing and financial services sectors as well as federal or state government organizations. The interviews focused on how vendors secured their awareness, interest, and confidence.

Respondent Demographics

	Download the Report Datasheet (including order form) PDF (201KB)
	Download Table of Contents PDF (138KB)