Page 5 - index
P. 5
RESEARCH, ANALYSIS & TRENDS
Furthermore, the study shows that Content published by third-party “What we see, time and time again,
the most influential types of content sources (35%); is that there is a fundamental truth
across both the awareness and about content: The more the con-
evaluation phases of the buying 3. Buyers Want to Get Smarter, tent speaks to your target market,
journey are third-party validated and Not Just Smarter About You: the greater the level of response.
research reports and studies. The top five reasons that business
buyers use content are to: “Smart marketers are taking the
Additional key findings from the steps to know and understand their
research Identify best practices and best- customers, in addition to who is
of-breed solutions (51%); within those customers’ content
1. The Web Wins…Just Not the Determine where competitive sharing circles,” he adds. “This en-
Vendor’s Web: The Internet is the differentiation can be achieved ables them to more effectively mod-
primary place where business buy- (50%); ify and adapt a single piece of con-
ers begin the path to purchase. Clarify the position of a specific tent to target specific segments
Some 68% start their content vendor or partner (43%); (such as company size, verticals,
sourcing at search engines and Set the strategic agenda and geography, job title, etc.). These
portals, 40% go to vendor websites, assess areas of need and priori- are the experiences that do far bet-
and 25% are activated by an email tization (42%); ter than those that simply utilize the
from a trusted source or peer. same content across all channels,
Provide perspective from a trust- regardless of target. Yes, this re-
ed, neutral source (33%). quires additional work, but it
2. Objectivity Trumps Push Mes-
saging Every Time: Buyers are 4. Content Impacts a Lifetime… achieves superior results.” ◊
seeking thought leadership from Lifetime Value, That Is: Content
third parties but still expect facts plays a pivotal role in add-on buy- By CMO Council
and data-driven insights from ven- ing decisions or supplemental pur-
dors to help make critical vendor chases following the initial contract. Methodology: A total of 352 respond-
selection decisions. A noticeable A majority (86%) frequently or ents took part in the online survey dur-
44% see technical details and sometimes use digital content to ing January 2014. Participants at all
specs about products as the se- identify complementary or add-on executive levels and areas of responsi-
cond-most valued source of content products while just 12% rarely un- bility were drawn from nearly 30 differ-
across their buying journey. The dertake further content sourcing. ent industry sectors. Representation
top five most sought-after types of This third-party content is also fre- across company size included 23% for
content include: quently or sometimes used by 92% companies with revenues of more than
of buyers to maintain a vendor rela- $1 billion; 10% for companies with rev-
Comprehensive industry/ tionship or advocate the use of the enues between $501 million and $1
category surveys and studies vendor’s products or services. billion; 32% for companies between
(52%); $50 million and $500 million; and 36%
Technical details about products “Consumers of content today are for companies with revenues less than
and solutions (44%); smart, educated and weary of all of $50 million.
Analyst reviews or recommenda- the noise,” notes Robert Alvin, CEO Download the report at:
and Chairman of NetLine Corpora-
tions (43%); tion—the world leader in business
Expert-originated content with content syndication. http://www.cmocouncil.org/r/content-
supporting facts and research connection-to-vendor-selection-media
(35%);
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Furthermore, the study shows that Content published by third-party “What we see, time and time again,
the most influential types of content sources (35%); is that there is a fundamental truth
across both the awareness and about content: The more the con-
evaluation phases of the buying 3. Buyers Want to Get Smarter, tent speaks to your target market,
journey are third-party validated and Not Just Smarter About You: the greater the level of response.
research reports and studies. The top five reasons that business
buyers use content are to: “Smart marketers are taking the
Additional key findings from the steps to know and understand their
research Identify best practices and best- customers, in addition to who is
of-breed solutions (51%); within those customers’ content
1. The Web Wins…Just Not the Determine where competitive sharing circles,” he adds. “This en-
Vendor’s Web: The Internet is the differentiation can be achieved ables them to more effectively mod-
primary place where business buy- (50%); ify and adapt a single piece of con-
ers begin the path to purchase. Clarify the position of a specific tent to target specific segments
Some 68% start their content vendor or partner (43%); (such as company size, verticals,
sourcing at search engines and Set the strategic agenda and geography, job title, etc.). These
portals, 40% go to vendor websites, assess areas of need and priori- are the experiences that do far bet-
and 25% are activated by an email tization (42%); ter than those that simply utilize the
from a trusted source or peer. same content across all channels,
Provide perspective from a trust- regardless of target. Yes, this re-
ed, neutral source (33%). quires additional work, but it
2. Objectivity Trumps Push Mes-
saging Every Time: Buyers are 4. Content Impacts a Lifetime… achieves superior results.” ◊
seeking thought leadership from Lifetime Value, That Is: Content
third parties but still expect facts plays a pivotal role in add-on buy- By CMO Council
and data-driven insights from ven- ing decisions or supplemental pur-
dors to help make critical vendor chases following the initial contract. Methodology: A total of 352 respond-
selection decisions. A noticeable A majority (86%) frequently or ents took part in the online survey dur-
44% see technical details and sometimes use digital content to ing January 2014. Participants at all
specs about products as the se- identify complementary or add-on executive levels and areas of responsi-
cond-most valued source of content products while just 12% rarely un- bility were drawn from nearly 30 differ-
across their buying journey. The dertake further content sourcing. ent industry sectors. Representation
top five most sought-after types of This third-party content is also fre- across company size included 23% for
content include: quently or sometimes used by 92% companies with revenues of more than
of buyers to maintain a vendor rela- $1 billion; 10% for companies with rev-
Comprehensive industry/ tionship or advocate the use of the enues between $501 million and $1
category surveys and studies vendor’s products or services. billion; 32% for companies between
(52%); $50 million and $500 million; and 36%
Technical details about products “Consumers of content today are for companies with revenues less than
and solutions (44%); smart, educated and weary of all of $50 million.
Analyst reviews or recommenda- the noise,” notes Robert Alvin, CEO Download the report at:
and Chairman of NetLine Corpora-
tions (43%); tion—the world leader in business
Expert-originated content with content syndication. http://www.cmocouncil.org/r/content-
supporting facts and research connection-to-vendor-selection-media
(35%);
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
