According to CIO’s Pandemic Business Impact survey, data & analytics is the number one technology that IT leaders expect to invest more dollar in to become a digital business over the next 12 months. security leaders expressed greater concern about attacks targeting work from home employees. Overall, 89% of organizations already have data/analytics tools in place or are actively researching these technologies.
With this in mind, data & analytics focused marketers are instrumental in ensuring tech decision-makers have the necessary tools and knowledge to make their most informative purchase. Compiling insight from IDG’s buyers journey research – 2020 Role & Influence of the Technology Decision-Maker and 2019 Customer Engagement – this data & analytics specific research guide outlines who’s involved in the data/analytics purchase process, the content types and sources these buyers rely on, and their likelihood to seek out a new vendor.
Key Findings:
- Slightly less than half (44%) of data & analytics focused decision-makers are likely to consider a new vendor when making a quick purchase decision.
- On average, there are 23 people involved in data & analytics purchases – 32% expect an increase in the number of IT influencers.
- The top sources of information relied upon during the data & analytics purchase process are tech content sites, white papers, and webcasts/webinars.
- On average, 7 pieces of content are downloaded during the data & analytics purchase process – 43% expect their content consumption to increase over the next 6-12 months.
Download the data & analytics sample slides for additional guidance on how to best market data & analytics tools. The sample slides are just a glimpse of the research – request a meeting with an IDG sales executive to walk through the full data & analytics purchase process to help you better understand how to market these products in today’s business climate.
