The good stuff is value rich...
The Proof: Of those buyers who subscribe to vendor content, over three-quarters of them sign up for technology or solution offer updates. However, over half of these respondents also subscribe to vendor blogs and almost two thirds of all buyers look for ideas, fresh thinking and new information through market insight content and white papers. However, just 42% of buyers overall subscribe to case study content from vendors.
Question: Which vendor content have you subscribed to?
The Point:
Buyers are clearly signalling an interest for more than product or solution updates from vendors. They are subscribing to insight based material and white papers indicating a need for opinion, research, ideas, and discussion. These white papers may have traditionally been offered in hard copy or as a downloadable file from vendors’ websites. However, vendors can now also consider new forms of communication to suit preference for information consumption through mobile phones and tablets such as iPads. Vendors must also continue to improve the communication of their customer experience to buyers to better demonstrate capabilities and secure buyers’ interest at the time s/he seeks reassurance for the purchase decision.Source: Vanson Bourne “Getting Past Irrelevant” Channels & Content Study
