US IT buyers 'go direct' for help in the buying process
The Proof: US IT buyers are more likely to 'go direct' for help, preferring to speak to vendors and contact analyst firms. In contrast, their UK counterparts are more likely to take indirect routes, preferring to conduct web searches and to speak to peers/colleagues.
Question: How do you look for research?
The Point:
Vendors must pay close attention to buyer behaviour differences in the country markets they serve. Vendor sales and marketing staff targeting US enterprise IT buyers can perhaps place a stronger marketing focus on brand visibility, tactics to drive direct contact and analyst relations programs. In contrast, vendors targeting UK buyers should place adequate emphasis on SEO and effective email marketing to drive prospects to relevant website content. This web content should naturally address buyer questions and topics of interest but will have additional impact if it also includes customer success stories or reviews and can be easily shared with peers and colleagues.
Source: US Enterprise Omnibus Survey; UK Channels & Content Survey
