Just like those in North America, Asia-Pacific and Latin America, IT departments in Europe are tasked with the responsibility of conducting research, evaluating vendors and selecting the solution that will best satisfy their organization's needs. With the use of online sources, technology buying teams have become more reliant on digital content and media, including white papers, case studies and online videos, to effectively compare vendors and gain information on the solutions that best solve their technology problems.
As buyers arm themselves with the right tools and information to make more educated decisions, buy cycles are accelerating worldwide and marketers need to make sure their content marketing strategy is keeping pace. This study aims to provide marketers with a complete understanding of how technology buying teams in specific European markets consume content and expect to engage with vendors during the research process.
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