The process of evaluating a technology purchase is an essential part of any business, so it is crucial that technology buyers utilize the proper resources to gather accurate, unbiased data prior to making a decision.
Technology buyers tend to rely on a variety of sources, such as white papers, case studies, and data sheets, to help them make informed decisions. But according to a study conducted by Eccolo Media on B2B technology collateral, corporate websites are the primary channel for obtaining these marketing resources. The survey concluded that buyers rely heavily on corporate websites to find useful collateral and revealed that company web pages, specifically product pages, are gaining popularity as a new emerging form of collateral.
Though company web pages serve as excellent resources for acquiring valuable product information, they are almost always biased. Companies tailor their websites to endorse their products to customers; thus, they place emphasis on the positive aspects of their products and only highlight favorable customer reviews. While the content and references provided on corporate websites are definitely beneficial, they provide buyers with only a partial view of the overall picture.
What technology purchasers can greatly benefit from prior to making an investment in an IT purchase is objective feedback from actual users of the product. Market intelligence is an avenue that can provide technology buyers with feedback directly from the source. It allows buyers to receive unbiased opinions from persons that have expertise and direct experience with the products being evaluated.
Supplementing the marketing collateral received from corporate websites with market intelligence will lead to technology buyers making more informed tech purchase decisions for their respective organizations.
Though company web pages serve as excellent resources for acquiring valuable product information, they are almost always biased. Companies tailor their websites to endorse their products to customers; thus, they place emphasis on the positive aspects of their products and only highlight favorable customer reviews. While the content and references provided on corporate websites are definitely beneficial, they provide buyers with only a partial view of the overall picture.
What technology purchasers can greatly benefit from prior to making an investment in an IT purchase is objective feedback from actual users of the product. Market intelligence is an avenue that can provide technology buyers with feedback directly from the source. It allows buyers to receive unbiased opinions from persons that have expertise and direct experience with the products being evaluated.
Supplementing the marketing collateral received from corporate websites with market intelligence will lead to technology buyers making more informed tech purchase decisions for their respective organizations.
Mayuri Joshi, Marketing Associate
