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Uncertain times call for razor sharp marketing focus. Companies need to focus on activities that will have a measurable impact on the business such as demand generation, lead nurturing, and sales enablement. Marketers need to refocus the sales force on the most attractive market segments and equip them with revamped value propositions. All of this requires a deep and thorough understanding of how customers buy—what really matters most to decision makers.

ITSMA’s Julie Schwartz and TechTarget’s Marilou Barsam present the latest results from ITSMA’s ever popular annual research program on How Customers Buy Services and Solutions. The presentation provides insights into the first three stages of the buying process: epiphany, awareness, and interest. Survey data and case study examples illuminate how to align marketing vehicles and content to the buying stages to move prospects from one stage to the next. Detailed findings include:

• Changes in spending for technology-enabled business initiatives
• Sources of information for alternative solutions and providers
• Use of new Web 2.0 or social media tools
• Decision criteria for services and solutions
• Marketing vehicle effectiveness
• Thought leadership evaluation criteria