UK IT buyers tell vendors they must do better
The Proof: The majority of UK IT buyers do not see that having more channels and sources of information equates to better access to trustworthy information. In fact, both buyer respondent groups have grown less certain when results are compared with the findings from our 2010 study. Of particular note, is the response of the important IT executives who sift and filter all the solution and vendor options before involving the ultimate decision maker. Only 30% of them agree that more channels improves the availability of credible content.
The Point:
The results indicate that quality of content remains an issue to be addressed by vendors operating in the UK market. The proportion of buyers considering it easy to find trustworthy/credible industry information has dropped by 20% in the last 12 months to little more than 1 in 3. This suggests that vendors continue to face the significant challenge of creating and delivering content that matters to prospects.
Question: How strongly do you agree with the following statement: ‘With so many sources and channels of information available it is now easier to find trustworthy industry information’
A further warning bell should be ringing concerning vendors’ ability to influence a key group of buyers - perhaps paid too little attention by the sales and marketing teams to date - those executives influencing choices or putting the shortlist list and recommendations together for the ITDM to review. Vendors should also consider reviewing their content assets and the channels they use for closer alignment to the needs of each buyer persona.
Source: UK Enterprise Omnibus Survey July 2011; UK Channels & Content Study
Base: 100
