There is a disconnect between technology marketers and buyers, according to a recent survey by Spiceworks, the professional network for IT.
While technology marketers and buyers are aligned in some cases, the report, “Tech Marketers are from Mars, IT Pros are from Venus,” found clear disconnects in terms of the content they use and channels they leverage.
For example, less than one-third of the global 467 IT buyers surveyed in March 2016 said they trust content on LinkedIn, Twitter and Facebook, and only 25% said they use these social networks to learn about products and services.
“Technology buyers want to be approached by brands in ways that are going to help them do their jobs—in the right place, with the right content, at the right time,” said Sanjay Castelino, vice president of marketing at Spiceworks.
The study shows it’s time for marketers to focus on acing the basics by being clearer when it comes to technical details, pricing, and how IT buyers’ peers are benefitting from their solutions,” Castelino said.
As part of their decision making, 99% of the buyers said they use product reviews, followed by technical spec sheets (95%), IT articles (93%), and free product trials (90%).
IT buyers were asked to identify the details they find useful and the 346 marketers surveyed were asked to reveal the type of information they include in their content. While both prioritize and use customer testimonials, gaps exist across most other areas.
For instance, 90% of IT buyers said product and service specifications are most useful and 88% said pricing information was important to them. But marketers are least likely to include this information in their content.
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