We recently helped UBM TechWeb field a survey to find out how business technology buyers consume vendor content–white papers, research studies, webcasts, how-to videos and the like. Over 1,000 decision makers in the UBM TechWeb audience were asked what types of information they needed from technology vendors, how often they used it and how such content informs their buying decisions. Some key findings:
- Tech buyers do use vendor content regularly. More than 28% have based a purchase decision on content created or supported by a vendor.
- The goal is not just lead gen: valuable content becomes a tool for explaining complex technology issues within an organization.
Executive summaries of the research can be downloaded here.