UBM TechWeb's CreateYourNextCustomer.com Research Finds 50% of Business Technology Decision Makers Don't Find Vendor Content Useful or Use It Regularly

SAN FRANCISCO, Feb. 3, 2011 /PRNewswire/ -- UBM TechWeb, the global leader in technology media and business information, announced today the release of its latest research report "Content Connects" on CreateYourNextCustomer.com, a website featuring insights, best practices and solutions for technology marketers.  

Content Connects explores how 1,000 business technology decision makers consume content, what content they are looking for to make buying decisions, what they find most valuable, and how they utilize it. The research provides detailed data on technology professionals' consumption habits and preferences for content such as white papers, videos, webcasts, case studies and research reports.  The Content Connects research report also provides practical guidance and recommendations for tech marketers on how to improve their content.  

Key Takeaways:

• 50% do not agree with the statement that "vendors have tech information, industry insights and customer case studies that can be very useful to me—I use info from vendors all the time"
• 33% don't typically look at vendor-provided content because it is often biased
• 84% cross check vendor content against other sources
• Vendor content that IT decision makers rate important—"technical information" (80%), "technology strategy and analysis" (74%) and "how to information" (65%)—reflect their daily job priorities
• Nearly one-third (28%) have based a buying decision directly on vendor supplied or supported content.

"This research was a wake-up call for us as tech marketers," said Scott Vaughan, CMO of UBM TechWeb and author of the Content Connects research report. "The quality and techniques tech marketers are using is simply not connecting with business technology decision makers and many vendors are stuck in the noise, not making the purchase consideration list.  This report succinctly captures tech professionals' needs and proposes strategies and tactics for marketers to have more relevancy and impact."

For full access to the research data, technology marketers can download the report at:  http://createyournextcustomer.techweb.com/2010/12/new-marketing-research-content-connects/

Visitors and users of CreateYourNextCustomer.com can sign up for the CreateYourNextCustomer.com Tech Marketing Research Alerts.   To learn more about CreateYourNextCustomer.com, visit http://www.createyournextcustomer.com or contact Scott Vaughan at [email protected].

About UBM TechWeb (www.ubmtechweb.com)

UBM TechWeb, the global leader in technology media and professional information, enables people and organizations to harness the transformative power of technology. Through its three core businesses – media solutions, marketing services and paid content – UBM TechWeb produces the most respected and consumed brands and media applications in the technology market. More than 14.5 million business and technology professionals (CIOs and IT managers, Web & Digital professionals, Software Developers, Government decision makers, and Telecom providers) actively engage in UBM TechWeb's communities and information resources monthly. UBM TechWeb brands includes: global face-to-face events such as Interop, Web 2.0, Black Hat and Enterprise Connect; award-winning online resources such as InformationWeek, Light Reading, and Network Computing; and market-leading magazines InformationWeek, Wall Street & Technology, and Advanced Trading. UBM TechWeb is a UBM company, a global provider of news distribution and specialist information services with a market capitalization of more than $2.5 billion.

SOURCE UBM TechWeb

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