Foundry’s recent Customer Engagement study sought to provide a roadmap for technology vendors to build more impactful relationships with IT decision-makers (ITDMs) by analysing their content preferences and effective engagement strategies that persuade them.
The study delved into the technology purchase process, analysing the types and volume of content consumed by IT buyers, as well as the effectiveness of technology ads. The research uncovered notable differences in content preferences among younger IT buyers, particularly Gen Z, compared to their older counterparts.
The Impact of Effective Ads and Content
The study found 98% of ITDMs said they took additional actions after encountering technology solution advertisements, with most conducting further online research.
On an age basis, 30% of Millennials and 22% of Gen Zers interacted with ads on social media platforms, a stark contrast to the more social-shy 9% of Boomers and 11% of Gen Xers.
Not to be overlooked is the enduring effectiveness of content in engaging ITDMs along their buyer journey. Overall, 90% expressed a willingness to share information with a tech vendor in exchange for valuable content. This receptivity is most apparent in their readiness to register for product tests/reviews and analyst research. Vendor presentations, product demos, case studies, and technology news also rank high in their preferences.
Notably, age plays a role in the scepticism towards vendor content. For example, Baby Boomers exhibit a more cautious stance compared to Gen Zers, where 92% of Gen Z respondents were open to sharing information with tech vendors for content access, only 82% of Boomers expressed a similar willingness. This nuanced insight underscores the importance of tailoring content strategies to align with the diverse preferences of the target audience.
Timeliness Matters
Ensuring a prompt response is crucial in the IT purchase process. When ITDMs express the need for additional information, vendors must act promptly to maintain the momentum. Buyers indicated that the ideal timeframe for reaching out is within 17.5 hours after filling out a form, although expectations vary across age groups. The tech-savvy Gen Zers, for instance, expect outreach within 11 hours, whereas Boomers accepted a 22-hour response time. Understanding and adapting to these diverse expectations can significantly enhance the effectiveness of vendor communication strategies.
Preferred Content Types Differ by Generation
Since 2017, the top-five categories have remained unchanged: product tests/reviews (46%), demos/product literature (44%) and technology news (42%), vendor presentations and analyst research (38% each).
However, over half of Gen X respondents said product tests and reviews are important, a sentiment echoed by only 30% of Gen Z. Similarly, 44% of Boomers and 50% of Gen Xers found product demos and literature significant, compared to just 15% of Gen Zers. In fact, Gen Zers displayed reduced reliance on almost every form of published content when compared to their older counterparts. This divergence underscores the importance of understanding how to reach each age group based on the content they consume along the buyer journey.
Content Quality Is An Issue
Even though tech professionals value content, 87% found it challenging to discover high-quality content, revealing a persistent struggle in the industry.
A significant problem cited by 39% of tech buyers is the overuse of marketing buzzwords. To elevate the quality of their content, tech marketers might consider minimising or eliminating these embellishments, creating a more refined product tailored to their audience’s preferences.
Other challenges highlighted by respondents include a lack of truly independent, unbiased information (35%) and content being too generalised (27%). Surprisingly, only 15% of ITDMs expressed concerns if content was produced by product experts or AI-generated, indicating confidence in AI capabilities or a belief in their ability to discern flaws in AI-generated data.
Only 22% of ITDMs hesitate to download content because they don’t want sales follow-up (down from 38% in 2017 and 29% in 2022). This could indicate that tech vendors are better at targeting their outreach and applying account-based marketing tactics.
Consistent Messaging Throughout the Sales Process
Content marketing is a strategic necessity, as affirmed by the 72% of ITDMs who expressed a heightened likelihood of considering an IT vendor that provides educational support throughout every stage of the decision-making process. Furthermore, close to two-thirds of respondents emphasised reliance on vendor-supplied resources to help educate non-technical business users.
The absence of educational material was perceived as a drawback by 71% of respondents, highlighting the pivotal role of tech vendors in dedicating resources to formulate and implement a comprehensive content plan. This consistency in attitudes underscored the enduring importance of informative content throughout each stage of the purchase process in shaping positive perceptions and influencing the decision-making landscape within the tech industry.
The Demo’s Staying Power
Demos remain the most effective marketing tool for tech vendors. Overall, 98% of ITDMs said they received value from product demos, the best format being an in-person demo that showcased product functionality (56%), followed by a limited-time, full-function trial of the product (49%), then virtual live demos (42%).
The research showed that Gen Z were more reluctant to participate in in-person demos (39%) compared to Boomers (56%), Gen X (59%) and Millennials (57%). Gen Zers favoured format is non-timed use of the product with limited functionality (41%).
Getting to the Shortlist
The report revealed 78% of buyers choose known and trusted brands for their shortlist (82% among buyers in enterprise organisations compared to 75% among small-to-mid-businesses).
Notably, peers also wield considerable influence in the decision-making. Almost three-quarters of ITDMs conveyed a heightened receptivity to a tech vendor when aware of a colleague or peer already utilising the vendor’s technology.
Given the pivotal role of peers as a trusted source of information, marketers should actively seek ways to foster positive word-of-mouth. Engaging strategies that amplify positive experiences within professional networks can significantly enhance a brand’s standing and influence within the tech market.