Date post: | 20-Aug-2015 |
Category: |
Technology |
Upload: | linkedin-europe |
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3 Keys to Nurturing the IT CommitteeToday’s modern tech marketer knows that the key to nurturing the IT Committee is by earning their trust and credibility with engaging, relevant content. To find out how, LinkedIn surveyed over 200+ IT Committee members in France.
use social media for IT news and information each month
are more likely to consider an IT vendor that educates them through each stage of the decision process
Visit LinkedIn Visit Twitter Visit Google+Visit Facebook
They’re hungry for IT news and information on social media
10+ million
83%
are more favourable toward an IT vendor who publishes industry content
Who is the IT Committee?
Growing 1.25xfaster than general
member growth
78% 37%40%
1. Recognise the power of always-on educational content that's not all about you
2. Leverage the internal expertise you may not know you have
are most interested in non-branded/non-sales focused content
Content from experts is the most influentialInfluence on tech purchases
(by purchase stage and content source)
Your organisation’s internal experts are an untapped resource:
EXPERT CONTENT USER/PEER REVIEW BRANDED CONTENT
78%
stated expertise is based on references from co-workers
and colleagues.
When gating FIRST piece of content
% less likely to consider a vendor
(among in-market IT committee)
26%
only 26% defined an expert as VP+. So experts need not have senior titles.
Are more favourable toward a vendor whose employees share content on LinkedIn
3. Don’t disrupt the IT Committee by gating content too early or too often
When gating ALL content
of the IT Committee provides fake information when they complete a lead capture form
3 25
6
4 1
9 107 8 11
The average IT Committee member needs to consume
11 pieces of content before they are ready to talk to a sales rep.
Start the sales cycle on the IT Committee's schedule, while staying top of mind with valuable, helpful content on LinkedIn.
For more info on this research, visit lnkd.in/nurtureITcommitteeSource: LinkedIn EMEA survey and internal data, Q2 2014
France
LinkedIn members globally who influence IT purchasing decisions
across departments and seniorities
42%
50%
48%
36% 66%
38%
20%
59%
€
Average: 43% Average: 41% Average: 30%
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Aw
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ess
Sco
pe
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Plan
Imp
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50%
58%
22%
42% 41% 44%
55%
27%
40% 39%
33%38%
23%29%
25%