The Changing Landscape for Customer Engagement: How Buyers Consume Information 2016

  • Author(s) Julie Schwartz
  • Published November 30, 2016
  • 252 Pages
  • Category Content & Communications, Engagement & Advocacy, Sales & Field Enablement
  • Type Member Research
  • 252 Pages
  • .PDF Format

Customer engagement is changing: As the technology solutions business shifts from on-premise to as-a-service, marketers need to prioritize customer experience and success, not just pre-sales awareness and interest.

The good news is that customers are constantly looking for new ideas and are interested in solution provider insight and experience. But the bar keeps rising for content and communication that truly connects.

To reach today’s buyers, marketers need to focus on the new 4Ps:

  • Personalized
  • Proactive
  • Peer influenced
  • Proven

ITSMA’s 2016 How Buyers Consume Information Study digs deep into buyer preferences for useful content and the ways that marketers can optimize their efforts with content and communication.

Based on an extensive survey with more than 400 buyers of high value solutions, this report provides essential data, insight, and recommendations on such issues as:

  • The importance and value of online and offline communication
  • Top information needs and sources at different stages of the buying process
  • The importance of thought leadership and subject matter experts
  • How social media are used during the purchase process
  • The most helpful types of information and activities after the sale

Read the report to find out more about how marketing can improve content strategy and engagement by focusing on the new 4Ps every stage of the customer relationship.

Study Methodology

In Fall 2016, ITSMA conducted a web survey of 402 business and IT executives from companies that purchase technology or consulting solutions for individual contracts over $500,000. These respondents represented larger enterprises, with 58% having $1 billion or more in annual revenue from seven different countries: US, UK, France, Germany, Australia, India, and Brazil.

Respondents were interviewed in the following vertical markets:

  • Financial Services
  • Manufacturing
  • Communications
  • Government/Non-Profit/Public Sector
  • Healthcare
  • Energy/Utilities/Oil/Mining/Gas
  • Retail/Wholesale
  • Business Services
  • Other

Respondent Characteristics



This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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