Because of the abundance and accessibility of information available online, buyers have become more independent and no longer need to rely on engaging technology vendors directly to gain an understanding of their solutions. Instead, global technology buying teams are becoming more reliant on content and media, including white papers, case studies, and online videos, to effectively compare vendors and get information on the solutions that will 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 from different regions of the world consume content and expect to engage with vendors during the research process.
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