Email teams in technology companies have a twofold challenge: They need to write educated emails, and they have to deliver content, judging by Continued Technology Advancements Increase Need for Reliable Tech Content, a new global study by Foundry.
Of the information technology decision-makers (ITDMs) polled, 91% are willing to register/share their information with vendors to gain access to content, up from 87% in 2021 and 83% in 2019.
But 90% say it’s tough to find high-quality content, versus 86% in 2019. Among enterprise respondents, 50% describe the task as challenging, compared to 42% at SMBs.
Despite that, 48% have downloaded work-related content with value over the past 12 months, up from 41% in the prior year and 38% in 2019.
Yet they have higher expectations. For instance, 97% of IT buyers are interested in custom-tailored content based on:
And speed matters: ITDMs expect to be contacted within 16 hours after filling out a form to learn more about a solution, and 30% demand contact within six hours.
That said, it usually takes them three days to consume a piece of downloaded content.
And the content they download is not only for their own consumption.
“Buyers understand and accept that vendor-supplied information is biased toward that company’s solutions, however, they value having access to that content, with 65% saying that educating non-technical people within their organization requires resources from vendors,” the study states.
ITDMs will share vendor information with their peers if it provides:
The lesson for email teams and others is that they must deliver tailored, high-quality content throughout the customer journey, and respond quickly with notifications and alerts.
Meanwhile, 97% of ITDMs have received value from a product demo, the most useful formats being:
Note: Larger companies expect in-person demos.
Overall, 75% of ITDMs say demonstrations of capability inspire trust. And 73% feel that tech brands are more likely to be added to the short list when they are known and trusted.
On the macro front, 69% of C-suite execs worldwide think a recession will hit in the coming year. But only 18% of ITDMs anticipate a reduction in technologu budgets. On the contrary, 36% predict an increase while 13% say things will stay the same.
Foundry surveyed 624 IT and business professionals worldwide.