How IT Pros Search Online During the Purchase Process
Ever wonder how buyers are researching solutions such as yours?
Google and TechTarget published the findings of their research project, How IT Pros Search Online During the Purchase Process, which reveals the mindset of the IT buyer in the context of their purchases.
Interesting stuff!
Key findings:
- 84% said video case studies would be useful
- 90% use search on some level to find "white papers, case studies or success stories"
- 88% use technology vendor web sites on some level to find "white papers, case studies or success stories"
- The further along a prospect is in the sales process,the more likely they are to agree to provide their name and contact info in exchange for the chance to access info. They don’t like providing that info early on.
It’s incredibly valuable insight. Check out the rest of the survey to better understand how buyers are searching, what they search for, and during which stages of the purchase process – and plan your content strategy accordingly.
Want more insight on the ins and outs of customer stories? Jill Konrath interviewed me for her blog, "Customer Success Stories are Killer App for Salespeople."
Stories, Inspiring Focus in a Complex World
After coming back from the holiday break, I’m more aware than ever how complicated life has become.
I’ve got four email accounts to log into, and an encrypted file that holds 18 different usernames and passwords for various sites I use. And that’s not even all of them.
As usual, there’s also quite a bit on the to-do list.
How do I settle down and focus? The true focus in my day comes in the act of storytelling, the crafting of case studies and success stories. To do them well, I have to set everything else aside for that time.
I need that focus to weave the pieces of the story together into a compelling whole.
When well-written, a story commands the same kind of complete attention from readers. It has the power to pull them into focus despite all the chaos around them.
Among millions of marketing messages, a story gets noticed and draws audiences in in a way that shouting never can. And it keeps readers there, engaged and moving along the tracks of the narrative, until resolution.
Maybe it’s about getting back to our roots, to simpler times. Prehistoric people explained their past, present and future in story formats. Today, we still communicate best in this format, whether it’s explaining something to a child or conveying the value of enterprise software.
What do you think, is story the answer to simplifying communication in our complex world?
Relieving reference customers – Give ‘em a break!
Most businesses have a few favorite customers they like to use again and again as live references. When they have a hot prospect, they get the happy customer on the phone to talk about the experience.
But you want to keep happy customers happy by not wearing out your welcome. Sure, they love you and your product or service, but there’s only so much time in the day.
A number of the end customers I’ve interviewed for my clients for case studies have expressed relief that, by putting their story on paper, they might not have to take as many calls!
Are you reminding your reference customers that this is one of the top benefits for them – minimizing live reference activity? Add that to the list of reasons you give them for why a case study benefits them too.
Give customers a break!
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Companion ebooks to Stories that Sell!
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