nurturing the it committee lead - germany infographic

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4 3 2 1 5 6 7 3 Keys to Nurturing the IT Committee Today’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 Germany. 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 Facebook Visit Google+ Visit Twitter They’re hungry for IT news and information on social media 10+ million 87 % are most interested in non-branded/non-sales focused content Who is the IT Committee? Growing 1.25x faster than general member growth 82 % 31 % 32 % 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 more favourable toward an IT vendor who publishes industry content Content from experts is the most influential Influence on tech purchases (by purchase stage and content source) Your organisation’s internal experts are an untapped resource: 68 % 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) 8 % only 8% 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 The average IT Committee member needs to consume 7 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/nurtureITcommittee Source: LinkedIn EMEA survey and internal data, Q2 2014 GERMANY LinkedIn members globally who influence IT purchasing decisions across departments and seniorities 33 % 59 % 51 % 37 % 77 % 53 % 18 % 67 % EXPERT CONTENT INFLUENCE USER/PEER REVIEW INFLUENCE BRANDED CONTENT INFLUENCE Average: 51 % Average: 39 % Average: 22 % Awareness Scope Select Plan Implement Awareness Scope Select Plan Implement Awareness Scope Select Plan Implement 55 % 52 % 45 % 59 % 46 % 45 % 37 % 35 % 51 % 29 % 28 % 21 % 19 % 26 % 18 %

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Page 1: Nurturing the IT Committee Lead - Germany INFOGRAPHIC

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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 Germany.

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 Facebook Visit Google+Visit Twitter

They’re hungry for IT news and information on social media

10+ million

87%

are most interested in non-branded/non-sales focused content

Who is the IT Committee?

Growing 1.25xfaster than general

member growth

82% 31%32%

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 more favourable toward an IT vendor who publishes industry 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:

68%

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)

8%

only 8% 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

The average IT Committee member needs to consume

7 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

GERMANY

LinkedIn members globally who influence IT purchasing decisions

across departments and seniorities

33%

59%

51%

37% 77%

53%

18%

67%

EXPERT CONTENT INFLUENCE USER/PEER REVIEW INFLUENCE BRANDED CONTENT INFLUENCE

Average: 51% Average: 39% Average: 22%

Aw

aren

ess

Sco

pe

Sele

ct

Plan

Imp

lem

ent

Aw

aren

ess

Sco

pe

Sele

ct

Plan

Imp

lem

ent

Aw

aren

ess

Sco

pe

Sele

ct

Plan

Imp

lem

ent

55%52%

45%

59%

46% 45%

37%35%

51%

29% 28%

21%19%

26% 18%