Customers in Europe have taken firm control over the buying process for technology-based professional services and solutions. Rather than sitting back and waiting for providers to approach them, they are actively researching solutions and seeking out peer recommendations. Provider claims have less impact while third party experts are even more influential than in years past. Buyers are still feeling their way with IT and business process outsourcing, but they have very clear opinions on offshore options.

This ITSMA Europe briefing explores how to analyze buyer preferences and priorities to support more sophisticated market segmentation and more relevant and compelling value propositions. The briefing details how customers first identify potential suppliers; what marketing vehicles and content are most successful in getting their attention; which third party sources of information are most influential when they compile their shortlist; and how they decide which company to select.

The briefing highlights top priority actions and programs for localized relationship marketing as well as a longer-term view of how relationship network marketing may ultimately change the way that marketing teams are structured and focused.