Today’s technology buyers prefer to independently explore and evaluate solutions through peer reviews, webinars, in-person events, interactive trials, vendor content, and social media. This autonomy enables them to thoroughly investigate product features, understand functionalities, and assess value propositions at their own pace.
While self-education tools and resources are beneficial, they cannot replace the deep knowledge and insights provided by experts. To implement a successful content strategy, it’s essential to meet buyers where they are researching and offer a variety of self-service research opportunities featuring expert-authored content.
Buyers are discerning and can easily recognize content that lacks depth; they seek validated, unbiased, technical information that addresses their specific purchasing needs. As a result, reliance on analyst websites and content has significantly increased, with many buyers turning to these sources for guidance. A notable percentage of respondents reported relying on analyst sites and independent publishers when researching potential technology solutions.
Given this trend, sales and marketing professionals must 1) establish a strong presence in these key areas and 2) leverage these content types in their own strategies.
To achieve this, consider integrating self-service research with expert content to cater to buyers’ demand for third-party pieces. Invest in creating independent and analyst-driven research content to promote through email campaigns, feature in expert webinars, display on your website, and host in your resource library. With many IT buyers conducting research on vendor websites, it’s crucial to provide them with the content they seek.
Digital and self-service content remain dominant. Buyers increasingly prioritize self-directed research before engaging with sales. A significant majority of survey participants agree that the information they find online is sufficient for building their vendor shortlists. Thus, supplementing your existing self-service resources with expert or analyst-authored content is vital, as these types are in high demand.
However, engaging with sales representatives is still important for IT buyers, particularly when they need technical advice. Equip your sales team to support potential leads by providing them with your brand’s technical content tailored to their specific research and technology needs, positioning you for success in capturing new customers.
For further insights on the effectiveness of expert-based content, consider exploring the value of independent third-party content and how it can enhance engagement with buyers.
