2020 Media Consumption Report: EMEA

2021 Media ConsumptionReport: North America

Updated: December 2020

© TechTarget 2

About TechTarget Research & Data

Priority Engine intent data garnered from 220+ topically focused segments that represent the most active organizations week over week

Confirmed Project Data from 35,000+ confirmed projects

over the last 12 months across 80+ technology markets

IT Priorities Survey Fielded annually to 3,500+ global technology and LOB buyers to gather market insights on broad initiatives, technology adoption, budgets, and plans for the upcoming year

Pulse Surveys are fielded to 250+ respondents

across targeted markets to better understand emerging techs, market disruption and key areas of change

3

2021 Media Consumption Report: North America

500+ B2B Technology Buyers

Goals:To help B2B tech marketers understand the Who, What,Where, When, How and Why of the technology buyers’ journey

• How has COVID-19 impacted buying and buying research?

• Who is doing IT purchase research

• Why marketing and engaging early is the winning strategy?

• Where is pre-purchase research conducted?

• When are buyers ready to talk to vendors?

© TechTarget 4

• COVID 19 had a profound effect on research and purchase behavior that we will experience into 2021. Budgets are tighter, projects have been reprioritized, on-premises location restrictions remain in place and greater scrutiny of purchases impact technology purchasing.

• Brands that educate prospects on new topics have a leg up in shortlist inclusion. Vendors that wait could miss 90% of the shortlisting opportunities. Topic / Issue Education and thought leadership content can be especially beneficial to product-driven sellers with limited marketing budgets in niche, emerging or highly competitive markets.

• BANT is too late for a first sales engagement, Buyers want to engage with sales before they have budget, authority, need, and timeframe (BANT) 61% of the time. They want licensing models, capabilities, and relative solution positioning from live sellers 3-6 months before purchase, on average.

• Buyer research changes over time Where and what media buyers leverage changes as the buy cycle progresses. Tip: Your website is probably more important than you think it is.

• Positive Outlook - Most buyers expect to be involved in more purchases during 2021 – 2022 than they were involved in during 2020.

Executive Summary

© TechTarget 5 Source : 2021 Media Consumption Report | North America n=506

In light of the recent COVID-19 pandemic what is true and what is false?

57%

62%

63%

66%

78%

Our use/reliance on 3rd party-service providers (MSP, VAR, Systems Integrator) has increased

On-premise solutions have been deprioritized in favor of cloud-based solutions.

Projects require significantly more research to secure funding/budget approval.

Determining whether an alternate capability exists in-house is now mandatory.

The need to build a strong business case has further intensified.

True

• Help your clients build strong business cases

• Offer more introductory content than you normally might

• Embrace Hybrid and channel

COVID 19 Impact on 2021 How to react

© TechTarget 6

Gains in NA activity Jan to Sept. 2020:

488% Compliance / Disaster Recover225% Virtualizing legacy applications186% Employee Experience154% BPM153% HCI/Converged Infrastructure for VDI144% Manufacturing ERP135% Penetration testing134% Data Center Capacity Planning126% NAC / VPN122% Talent Management121% Application Delivery118% Providing Cloud Infrastructure services114% Real-time Analytics112% Edge Computing105% Hybrid Cloud Backup92% End User Experience Monitoring

COVID-19 accelerated digital transformation trendsthat were already in place

Activity Data | All Topics by Traffic | Under 100 excluded

Losses in NA activity Jan to Sept. 2020:

-91% Windows-76% Exchange Servers-72% Microsoft SharePoint-70% Oracle development-68% Enterprise Search-66% Routers and Switches-60% Oracle databases-60% Embedded BI / Analytics -59% Java-56% Server OS Migration-56% SQL Server Development-55% Ethernet-55% Web Content Management (WCM)-55% ITIL

Who is doing the research?

© TechTarget 8 Source: 2021 Media Consumption Report | North America n=835 | *non-computer related

2020 Media Consumption Report

North America Demographics

Job Function Which is your job function?

Top 10 IndustriesIn what industry do you work?

Company Size

Geographic Breakout

#1 Financial Services

#2 Government Admin

#3 Consumer Goods

#4 Manufacturing / Industrial*

#5 Insurance

#6 Hospital & Healthcare

#7 Higher Education

#8 Electrical / Electronic Manufacturing

#9 Utilities

#10 Aviation & Aerospace

34%

30%

16%

14%

7%

Staff

Manager

Director

EVP/ SVP/ VP / AVP

C-Level / Executive Team

88%United States

12%Canada

55%

22%

22%

100-999

1,000-9,999

10,000+

© TechTarget 9 Source : 2021 Media Consumption Report | North America n=832

86% of those surveyed buy business technology

36%EnterpriseUsed across the

company & multiplebusiness units

14%Business

UnitUsed across

multiple depts.

21%Self

Used onlyby myself

16%Department

Used in one workgroupor department

None

Which category best describes your involvementin tech purchases at your organization?

86%buy businesstechnology

1/3 of buyersare involved in enterprise buys –spanning multiple business units.

The rest are involved in business unit, departmental & individual end user level purchases

© TechTarget 10 Source : 2021 Media Consumption Report: North America n=601

In which area(s) do you typically participate in the tech buying decision-making process? (Choose all that apply)

32%

35%

40%

41%

44%

46%

48%

54%

0% 10% 20% 30% 40% 50% 60%

BI/analytics/big data/databases/data warehouse management

Internet of Things (IoT)/industrial IoT/Operational Technology (OT)

Business applications (incl. ERP, CRM, HR, financial software)

Application architecture dev/DevOps & integration (incl. business process automation)

Network architecture, management and/or network operations

Mobility/End User Computing

Security/security operations; Compliance, Governance & Risk

Infrastructure & Operations (I&O) (incl. data center/cloud, compute infrastructure)

• The average respondent is involved in 3-4 tech buying areas (3.5)

• Cross-functional involvement is most common for infrastructure, networking, and security – often enterprise-level purchases

Who we spoke to – purchase responsibility

Generalists Rule


Intermittent vs ConsistentBuying Groups

Intermittent Tech Buyers Consistent Tech Buyers

7%

34%

27%

4%

26%

28%

0

1-3

4-10

13%

19%

16%

27%

11-20

More than 20

How many tech purchases do you expect to be involved in over the next 2 years vs. how many were you involved in this past year?

96% expect to be involved in technology purchasing over the next 2 years

Core Technology Buyers Buy

This means long term targeting brand investing is a good thing to do to the TechTarget audience

This is your buying audience and they’re optimistic

Marketing early is important

© TechTarget 13 Source : 2021 Media Consumption Report: North America n= 393-476

Why marketing and pre-engagement matters

75%more likely

91%more likely

79%say yes

How likely are you to engage with a vendor you’ve heard of?

How likely are you to engage with a vendor who educated you on the topic?

Did you engage with marketing materials that made you aware of potential solutions and vendors before there was an actual project?

The vendor that provides education has an overwhelming advantage making it to the short list.

This is why “always on” and top of funnel marketing matters

Most buyers report engaging with marketing content well before there is an official project.

© TechTarget 14 Source : 2021 Media Consumption Report: North America n=528-536 | *or tips from an independent editor/expert

Research Stages | Early vs LateContent Observations

10%

23%

23%

29%

31%

40%

41%

42%

47%

52%

57%

59%

Social media

Blogs

Vendor sales rep

Live-stream webinars

Video

On-demand webinars

Solution briefs

Analyst reports

Case studies

Technical advice

Product spec sheets

White papers

7%

13%

45%

24%

19%

27%

33%

38%

43%

54%

55%

37%White papers

Product spec sheets

Technical advice*

Case studies

Analyst reports

Solution briefs

On-demand webinars

Video

Live-stream webinars

Vendor sales rep

Blogs

Social media

When evaluating tech solutions, which of the following media typesdo you typically leverage in your search? (Choose all that apply)

Early Stages(prior to short-listing vendors)

Late Stages(final decision-making/evaluations)

5average number of content assets consumed before talking to a sales rep

On-demandWebcasts and other self-serve content perform best top of funnel.

SalesTakes over from all but tech specs and 3rd party advice as deals progress.


Sources Leveraged | Early vs Late

Which of the following media types/information sources do you typically leverage in the Early/Late stages of your search (final decision-making/evaluations)? (Choose all that apply)

12xthe number of leadsdelivered from PDF vs.multi-media content

PD

F

En

ga

ge

s

Mu

lti-

En

ga

ge

me

nt 5

average number of content assets consumed before talking to a sales rep

Tri

als

En

ga

ge

s 59%use white papersto make shortlists

EARLY STAGE MEDIA / SOURCE TYPE LATE STAGE

59% White papers 37%

57% Product spec sheets 55%

31% Video 19%

23% Vendor sales rep 45%


Are you likely to download a white paper or other document from a vendor that is unfamiliar to you?

76%

• Content Marketing is an entryway for unknown vendors. 76%+ will engage

• Content Marketing can serve as an awareness vehicle for startups, but this puts pressure on post-acquisition nurturing

Spotlight on Content Marketing 3/4 willing to discover new vendors via content

Yes


Which of the following would you advise creators of tech-focused content to do to make it easier for you to research and understand new products and solutions? (Choose all that apply)

28%

31%

38%

42%

57%

57%

62%

Allow content to be easily accessible via a mobile device

Tailor content by job function/title/role so I know that it is specifically designed for my skillset

Provide more peer-based content (incl. blogs, user stories, etc.)

Produce more on-demand, short video content

Include links to additional related content so I can further my research journey

Tailor content by business pain point or solution/topic area so I can better understand how

your product solves my unique challenge(s)

Produce more unbiased/independent/or vendor-neutral content

• Publish more independent content

• Relate content to a business pain point

• Translate between technical capabilities and business needs

• Make a sequential path for readers to purposefully self-nurture as they progress on their buying journey.

Advice from buyers for your content teamQuick Actions for improved content


If you received an unsolicited email from an unknown vendor sales rep that was related to a solution area you had recently been researching, which one of the following subject lines would most entice you

4%

5%

21%

21%

24%

25%

When Can We Talk About Solution X?

Are You Free for a Coffee?

Case Study: Solution X Delivers Results forCompany X

Comparing Solution X with Solution Y

How Solution X Has Helped Others in YourIndustry

Key Considerations Before Buying X Solution

• Be less personal early, more business focused.

• Offer the prospect a reason to engagethat meets their needs

• Educate early, Sell later

• Be prospect-centricinstead of vendor-centric

• Nobody wants to have a coffee with you.

More Advice from buyers: What is the best subject line for a cold email?

Best Practices for lead follow up

How the TechTarget Audience Conducts Purchase Research


How buyers describe their purchase process

Today’s Purchase Process is:

Thoroughlyresearched

Collaborative

Cross-functionalEfficient

Methodical

Digitally-driven

Content-driven

Content-driven

Top-downBottom-up

Siloed

Chaotic

Democratic Social

Which of the following words/phrases would you use to describe the tech purchasing process at your organization? (Choose all that apply)

Moderndecisionmaking

Old schooldecision-making

• Highly researched, but not very social

• Collaborative, but not democratic

• Cross-functional, but not chaotic

• More efficient than siloed

• Today’s purchase process relies on larger groups and digital content


Which of the following have you visited in order to research/evaluate a specific tech purchase for your organization? (Choose all that apply)

4%

7%

24%

32%

33%

36%

41%

45%

62%

71%

75%

Facebook

Twitter

LinkedIn

A small face-to-face seminar hosted by a vendor…

Peer review websites (e.g. G2)

Webcast

Industry trade show (e.g. Gartner, VMworld,…

Analyst site (e.g. Gartner, Forrester)

Independent media publisher site (e.g.…

Google or other search engine

Technology vendor sites

• Respondents reported 4.3 different research channels, on average

• Social Media isn’t a place for researching a purchase, although there could certainly be an awareness benefit similar to banner ads

In the past year…

Vendor sites, independent media & analysts get lion’s share of buyer research

Google leads toyour site or ours


Which of the following do you expect to visit in order to research/evaluatea specific tech purchase for your organization? (Choose all that apply)

3%

5%

29%

33%

36%

40%

49%

52%

65%

68%

78%

Facebook

Twitter

LinkedIn

A small face-to-face seminar hosted by a vendor…

Webcast

Peer review websites

Virtual industry trade show (i.e. VMworld, Cisco…

Analyst site (i.e. Gartner, Forrester)

Independent media publisher site (i.e.…

Google or another search engine


• IT Buyers intend to use social media and Google less, but other channels more.

• Most buyers in the market are not going to your website. Most buyers in the market are going to TechTarget

In the next year…

Buyers expect to leverage independent media, vendors and analysts more

In the future:

© TechTarget 23 Source : 2021 Media Consumption Report: North America n=566 / 561

Buyer research in the last year vs next

4%

7%

24%

32%

33%

36%

41%

45%

62%

71%

75%

Facebook

Twitter

LinkedIn

Vendor / publisher hosted seminar


Webcast

Industry trade show

Analyst site

Independent media publisher site



In the PAST year In the NEXT year

3%

5%

29%

33%

40%

36%

49%

52%

65%

68%

78%Technology vendor sites

Google / search engine

Independent media publisher site

Analyst site

Industry trade show

Webcast


Vendor / publisher hosted seminar

LinkedIn

Twitter

Facebook

Google leads toyour site or ours

Which of the following do you visit in order to research/evaluatea specific tech purchase for your organization? (Choose all that apply)

• Respondents reported4.3 different research channels, on average

• Most buyers in the market are not going to your website. Most buyers in the market are going to TechTarget

• Social Media isn’t a place for researchinga purchase, although there could certainly be an awareness benefit similar to banner ads

• In 2021 IT Buyers intend to use social media and Google less, but other channels more


How do you typically familiarize yourself with new/emerging (sometimes vendor-created) tech terms or buzzwords? Recent examples might include terms such as ‘multi-cloud’, ‘SASE’, or ‘UEM’

4%

7%

23%

25%

29%

35%

44%

46%

58%

61%

68%

Facebook

Twitter

YouTube

Brand/Vendor-focused user group

LinkedIn

Peer review websites (e.g. G2)

Professional organizations/trade association

Analyst literature (e.g. Gartner, Forrester report)

Independent media publisher site (e.g.…



• That first inquiry probably isn’t a buying motion

• This is your opportunity to educate the buyer.

• 91% say the firm who educates them has a ‘leg up’ on inclusion on the short list

• TechTarget can associate your brand with a relevant emerging topic

Emerging Technology Research Approaches

Top of Funnel Opportunity


Approximately how many tech vendor marketing emails / phone calls / voice mails do you typically receive? (per month)

Vendor SolicitationsThey get a lotof solicitations

There is no better way

to break through the

noise than to deliver:

• The right message

• At the right time

• Right buyers and

influencer

• This is what

TechTarget enables

you to do.

• This is why activity

matters

320emails

per month

60-90calls

per month

© TechTarget 26 Sources: Operatix call conversion test results comparing cold contacts vs. TechTarget Active Prospects. Internal TechTarget study comparing 6,000 outbound calls to cold contacts vs. TechTarget Active Prospects.

More marketing and sales success for the same number of dials

2x more opportunities by targeting active prospects

More conversations

More meetings

Higher show rates

More opportunities created

More closed/won deals

Why Activity Matters in this scenario

https://www.techtarget.com/products/priority-engine/

https://reg.techtarget.com/Take-Out-the-Trash-Ebook-Web.html

WHEN buyers are ready to talk to vendors, here’s what to do


When your organization is conducting research into a tech purchase, when [how long before actual purchase] would you typically first engage directly with a tech vendor sales rep?

9%19%

56%

100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

more than a year before

12 months before

9 months before 6 months before less than 3 months

Primary engagement

sales

Primary engagement

marketing

• Buyers research long before they’re ready to engage with sales

• 4 of 5 deals engages with marketing content more than 6 months before purchase

• Expect consumption of 4-5 marketing content typesprior to 1st sales engagement

When Do Buyers Engage with Sales


Would your buying team be likely to meet with a vendor sales representative before there was an actual, budgeted and approved project in place?

61%

If BANT is one of your qualifications for sales to accepta lead, your sales team may be missing the opportunity to be first to the shortlist 61% of the time.

A better qualification than BANT may be ‘has a need’

Most buyers want to meet withsales before BANT is established

Yes


Which of these is the right way for a vendor sales representative to engage with your organization when a significant infrastructure or application purchase is being considered?

• The least successful approach is to only target senior leadership

• The most successful approach is to do both

• You need content for both groups

• That content is different

The right way to engage

Technical

34%

Sr.

Leadership

14%

Both 52%

Technical

34% SeniorLeadership

14%Both

52%


During your first conversation with a tech vendor sales rep, which of the following statements best describes what you would hope to gain? (Choose all that apply)

25%

31%

40%

47%

48%

57%

58%

Detailed ROI/TCO information

Technical implementation advice

Deployment options (incl. on-prem vs. cloud)

How the solution has helped other companies like yours

How the solution compares to others in the market

A complete overview of the solution's features and benefits

The cost/pricing model of the solution

• Cost MODEL is the key here. You don’t have to give a quote, but you must discuss HOW it is licensed and give ranges.

• Will the solution do what we need it do?

• Is there relevant proof that it will?

• Can we afford it / how much risk will there be in championing the solution?

• ROI is something that is calculated AFTER you decide to buy it.

First Sales Meeting Insight

Thank you

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2020 Media Consumption Report: EMEA

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