How Buyers Consume: Content, Knowledge, and Wisdom, Results from the ITSMA How B2B Buyers Consume Information Survey, 2013

$795.00
  • Author(s) Julie Schwartz, Dianne Kim
  • Published November 18, 2013
  • 162 Pages
  • Category Sales & Field Enablement
  • Type Member Research
  • 162 Pages
  • .PDF Format

Over the last few years, ITSMA’s How Buyers Consume information research has uncovered important buyer trends that have changed the face of marketing. Today, buyer behavior is being driven by a relentless need for knowledge given disruptive technology change. Despite the conventional wisdom, ITSMA’s research shows that buyers can’t learn everything digitally; they need to interact with people. And the people they most want to interact with are subject matter experts. The good news for ITSMA members is that solution providers have become the experts that buyers rely on. The relationships between buyers, solution provider sales people, and SMEs are very important. Success hinges on marketing’s ability to join forces with SMEs and sales to bring content and thought leadership to the buyers.

Read this report to find out how Marketing can:

  • Create the right balance in the marketing mix to reach both B2B Social and Traditional buyers
  • Create the right balance in the marketing mix to reach business, finance, and IT executives
  • Facilitate access to subject matter experts and their knowledge
  • Help sales become subject matter experts in their own right

ITSMA, in partnership with CFO, conducted the 2013 version of its acclaimed How Customers Choose research with 438 buyers of large, complex IT solutions across seven countries. Specifically, the study  answers questions such as:

  • What are the most important criteria used to select solution providers?
  • What content do buyers view on solution provider websites?
  • How are buyers using social media during the purchase process?
  • When creating a short list of providers, what sources of information do they use?
  • Who takes the lead role during the different stages of the buying process?
  • What are buyers’ preferences for maintaining relationships post purchase?

Study Methodology

In Fall 2013, ITSMA, in partnership with CFO, conducted a web survey of 438 business, finance, and IT executives from companies that purchase business or technology solutions for individual contracts over $500,000. These respondents represented larger enterprises, with 55% 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:

  • Manufacturing
  • Financial Services
  • Communications and media
  • Public Sector
  • Healthcare
  • Energy/Utilities/Oil/Mining/Gas

Respondent Characteristics

Purchase Involvement

How would you characterize your involvement in your organization’s purchases of major technology solutions for individual contracts over $500,000? % of Respondents (N=438)

Note: Multiple responses allowed.
Source: ITSMA/CFO, How B2B Buyers Consume Information Survey, 2013

Geographic Distribution

In which country or region do you currently reside? % of Respondents (N=438)

Source: ITSMA/CFO, How B2B Buyers Consume Information Survey, 2013

Job Function

Are you an IT, finance, or business professional? % of Respondents (N=438)

Source: ITSMA/CFO, How B2B Buyers Consume Information Survey, 2013

Job Title

Which of the following most closely describes your job title? % of Respondents (N=438)

Source: ITSMA/CFO, How B2B Buyers Consume Information Survey, 2013

Verticals Represented

What is your company’s primary business? % of Respondents (N=438)

Source: ITSMA/CFO, How B2B Buyers Consume Information Survey, 2013

Size of Company | Revenue

Approximately, what is your company’s annual revenue (or operating budget if government)? % of Respondents (N=438)

Source: ITSMA/CFO, How B2B Buyers Consume Information Survey, 2013

 

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
$795.00
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