SOURCE: IDG Enterprise

IDG Enterprise

April 29, 2016 14:52 ET

Bringing New Concepts and Solutions to Life; Events' Role in Tech Content Marketing

IDG Enterprise's 2016 Customer Engagement Research Reveals the Role Events Play in Content Consumption During the Tech Purchase Process

FRAMINGHAM, MA--(Marketwired - April 29, 2016) - IDG Enterprise -- the leading enterprise technology media company, composed of CIO, Computerworld, CSO, InfoWorld, ITworld and Network World -- reveals the role that B2B events play in the enterprise technology purchase process from the 2016 Customer Engagement research. As technology transforms businesses, IT decision-makers (ITDMs) exploring information sources for strategic advice. Notably, more than half of ITDMs prefer in-person communication for strategic advice, making events a valuable channel in a content marketing strategy (Tweet this). Tech marketers agree about the power of events; the 2016 Content Marketing Institute B2B research names events as the most effective marketing tactic for the sixth consecutive year.

Bringing Your Message to Tech Influencers
With peers outside of their company cited as a top source for keeping up-to-date with new technology¹, it is no surprise that 93% of ITDMs have attended at least one type of industry-related event. Event attendance is holding steady with 66% of ITDMs planning to attend the same number or more regional events and similarly 53% for national events. With fewer peers in-house to strategize with, it is no surprise that IT executives say they attend more events than their team members.

ITDMs juggle numerous responsibilities, but they carve out time to attend events to learn about new concepts (79%), see and try new products (72%), and learn about new vendors and their offerings (69%). Their undivided attention helps vendors cut through the noise, particularly for emerging tech vendors. A majority of IT executives (58%) learn about next gen technologies by attending conferences¹.

"Lead gen is a key goal for B2B content marketing programs and events allow tech marketers to explain concepts and solutions and answer questions while they are top of mind," said Adam Dennison, SVP/General Manager, IDG Events & Publisher, CIO. "Tech leaders want information tailored to their responsibilities. By bringing executives with the right expertise to these events to interact with attendees, it allows for deeper conversations that could have taken multiple engagements during a traditional sales process."

Integrating Events into the Content Marketing Strategy
While there is agreement by both tech buyers and vendors on the benefits of events, tech marketers can be challenged in determining how best to incorporate events within their content marketing strategy. As ITDMs explore solutions and vendors, they often turn to product demos and literature, as well as vendor presentations. Depending on the event format, and the audience it attracts, tech marketers can tailor their participation to bring thought leadership and solutions to life with hands on demos and interactive presentations. While these can also be provided digitally, events allow for back and forth conversations. 

Content Relied on Most during the Purchase Process

Determine Business Need   Determine Technical Requirements   Evaluate Products & Services   Recommend & Select Vendors   Sell Internally   Approve & Authorize Purchase
Feature article about trends, strategies, management   How-to content / information   Product testing / reviews / opinions   PRODUCT DEMO / PRODUCT LITERATURE   ROI tool, calculator, other assessment tool   ROI tool, calculator, other assessment tool
Technology news   Product testing / reviews / opinions   PRODUCT DEMO / PRODUCT LITERATURE   Product testing / reviews / opinions   PRODUCT DEMO / PRODUCT LITERATURE   Product testing / reviews / opinions
Case studies   PRODUCT DEMO / PRODUCT LITERATURE   VENDOR PRESENTATION   VENDOR PRESENTATION   Case studies   PRODUCT DEMO / PRODUCT LITERATURE
Feature article about technologies   Case studies   Analyst research   Analyst research   Analyst research   VENDOR PRESENTATION

Expand Your Brand's Reach & Follow Up
Events offer multiple touch points for sharing content and conversations pre-, during and post-event. Forty-three percent of ITDMs share information about major tech purchases when they are at events. These conversations and content have legs with 81% of ITDMs noting that they are likely to share content from events².

During the event, spokespeople have the opportunity to have a knowledge-based dialogue with attendees. If vendor follow-up continues to be knowledgeable, 86% of ITDMs say that it can positively impact the likelihood of a purchase.

"Success at events is all about having the right people on-site to start the conversation, whether it is an executive who can share the company's thought leadership or an engineer-a buyer's peer-who can discuss the product and roadmap in detail. The same philosophy continues once the event concludes throughout the buyer's journey," continued Dennison. 

Learn More

About the 2016 IDG Enterprise Customer Engagement Research
IDG Enterprise, an IDG company, leveraged the audience affinity of our leading editorial brands (CIO, Computerworld, CSO, InfoWorld, ITworld and Network World) to provide market insights in the 2016 IDG Enterprise Customer Engagement Research. The survey was fielded online with the objective of understanding the various types and volume of content consumed throughout the purchase process for major technology products and services. The study also explored the preferences of IT decision-makers with regard to IT solution provider contact and follow-up during the purchase process.

Additional Sources

¹IDG Enterprise Role & influence of the Technology Decision-Maker Study, 2015
²2014 IDG Enterprise Customer Engagement Research

About IDG 

IDG connects the world of tech buyers with insights, intent and engagement. IDG is the world's leading media, data and marketing services company that activates and engages the most influential technology buyers. Our premium brands, including CIO®, Computerworld®, PCWorld® and Macworld®, engage the most powerful audience of technology buyers providing essential guidance on the evolving technology landscape. Our global data intelligence platform activates purchasing intent, powering our clients' success. IDG Marketing Services creates custom content with marketing impact across video, mobile, social and digital. We execute complex campaigns that fulfill marketers' global ambitions seamlessly with consistency that delivers results and wins awards. IDG is the #1 tech media company in the world, per comScore.*

*Source: comScore Media Metrix, Desktop Unique Visitors, Worldwide, February 2016

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Contact Information

  • Contact:
    Lynn Holmlund
    Marketing Director
    IDG EnterpriseEmail contact

    office: 508.935.4526
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