Results from ITSMA’s 2015 How Buyers Consume Information Study: Moving Towards an Omnichannel Experience

$795.00
  • Author(s) Julie Schwartz
  • Published December 4, 2015
  • 251 Pages
  • Category Sales & Field Enablement
  • Type Member Research
  • 251 Pages
  • .PDF Format

During the purchase process for high consideration solutions, buyers expect a seamless, personalized experience across channels. Contrary to popular belief, the buying process is not entirely digital. Your sales people are not obsolete and your SMEs are the most credible sources of information throughout the buyers’ journey.

Indeed, buyers today have access to volumes of information via a growing set of channels, both on- and offline. They want to access content across multiple channels where and when they want it with widely varying preferences for consumption. This raises the questions:

  • How can marketers best reach buyers with the content they want in the channels they prefer?
  • What is the optimal level of spending, and what is the right allocation among vehicles and channels?

The answers lie in understanding the buyers’ journey. And, there is more than one buyers’ journey. The journey will change depending upon the type of buyer and the nature of the solution. Mapping the buyers’ journey based on conversations with actual buyers helps identify the sources they trust at the various buying stages. Using the buyers’ journey, marketers can justify their decisions to increase investments in some areas of the marketing mix while decreasing investments in others.

ITSMA’s 2015 How Buyers Consume Information research confirms that B2B solution providers need to adopt an omnichannel approach to sales and marketing.

Read this report to find out how marketing can:

  • Create the right balance in the marketing mix by:
    • Type of buyer: B2B social and traditional
    • Type of solution: mature, transformation, or bleeding edge
  • Plan your content strategy
  • Use buyers’ journey maps to justify marketing decisions

ITSMA conducted the 2015 version of its acclaimed How Buyers Consume Information research with 426 buyers of large, complex IT solutions in seven countries. Specifically, the study  answers questions such as:

  • What types of content are buyers most likely to consider useful? Most credible?
  • How are buyers using social media during the purchase process?
  • When creating a short list of providers, what are the top influencers?
  • What are the most important criteria used to select solution providers?

Study Methodology

In Fall 2015, ITSMA conducted a web survey of 426 business and IT executives from companies that purchase technology or consulting solutions for individual contracts over $500,000. These respondents represented larger enterprises, with 63% 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
  • Business Services
  • Healthcare
  • Public Sector
  • Energy/Utilities/Oil/Mining/Gas
  • Other

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=426)

Note: Multiple responses allowed.
Source: ITSMA, How B2B Buyers Consume Information Survey, 2015

Geographic Distribution

In which country or region do you currently reside?
% of Respondents (N=426)

Source: ITSMA, How B2B Buyers Consume Information Survey, 2015

Job Role

Are you an IT or business professional?
% of Respondents (N=426)

Source: ITSMA, How B2B Buyers Consume Information Survey, 2015

Job Title

Which of the following most closely describes your job title?
% of Respondents (N=426)

Source: ITSMA, How B2B Buyers Consume Information Survey, 2015

Verticals Represented

What is your company’s primary business?
% of Respondents (N=426)

Note: Other includes: transportation, travel and hospitality, aerospace/defense, biotechnology/life sciences
Source: ITSMA, How B2B Buyers Consume Information Survey, 2015

Size of Company | Revenue

Approximately, what is your company’s annual revenue (or operating budget if government)?
% of Respondents (N=426)

Source: ITSMA, How B2B Buyers Consume Information Survey, 2015

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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