In a recent ITSMA survey of buyers of complex, high-consideration services and solutions, we learned a surprising fact: Buyers are casting a narrow net. We asked participants how many solution providers they researched for their most recent solution purchase. The mean number researched was only 3.6. Nearly two-thirds (65%) research only three solution providers and half of those considered only one!
As technology, communications, and B2B services firms jostle for position as the “digital transformation partner of choice” for their clients and prospects, the field remains surprisingly wide open. ITSMA research suggests three critical considerations for marketers pushing for digital leadership.
ITSMA’s recent How Buyers Consume Information study revealed some good news: Buyers want our content! But the bar is quite high. According to the study, a new Four P’s are emerging to guide content marketing that truly connects: Personalized, Proactive, Peer Influenced, and Proven.
Digital marketing dominates the discussion, but offline programs remain critical to engage with B2B buyers of high value services and solutions. ITSMA’s new infographic, based on survey data with more than 400 B2B buyers across multiple industries, highlights the continuing importance of offline marketing initiatives and a balanced online-offline approach to connect with potential buyers throughout the purchase process.
ITSMA interviews John Gallagher, IBM’s Vice President of Digital Marketing, for the latest thinking from IBM on current and emerging priorities, the benefits of “digital first,” and how best to keep up with digital innovation.