This EMA Infographic will help you gage your organization’s sales readiness, with compelling insight into how and in what quantity decision makers consume content.

1. Howmuchcontentdoyouneed?
Vendor Content Crucial to Selection Process
Pieces of Content Consumed
IfyouarenotprovidingenoughTRUSTEDCONTENT,
youareFRUSTRATINGyourprospects.
Trusted Information Hard to Come By…
Extremely challenging /Very challenging
Somewhat challenging
Not very challenging /Not at
all challenging
38%
43%
19%
WhatcontentisTRUSTEDbyyourprospects?
ProspectstrustcontentfromPeersandIndustryAnalysts
Industryanalysts
31.4%
(cited by 31.4%
of respondents)
28.7%
early in lifecycle
Peers
Influenceofvendorsasatrustedsourcelagsat
8.1%
3.1%
2006
TO CLOSE?TO CLOSE?
ARE YOU PROVIDING YOUR
SALES TEAM WITH
ENOUGH
an increase from
White papers
Case Studies
Guest blogging
Social media promotion
Infographics
CHOSEN
VENDOR
5LESS
THAN
30%
5-9
30%
10-14
13%
15-19
6%
20-24
3%
25+
5%
On average, IT
decision-makers
consume 8 pieces
of content created by,
or on behalf of,
the vendor they
eventually select.
Vendor bias,
sales pitches
and
trustworthiness
of source were
cited as the
biggest
challenges.
Savvy vendors will develop and deliver
more content and tools...to create a
“circleoftrust”with skeptical buyers,
including independent endorsements,
peer and analyst reviews, success stories,
and validation needed to create trust.
Custom Research
and EMA Branded
Content including:
GIVEYOURSALESTEAMASOLIDMIXOFCONTENT
GIVEYOURSALESTEAMASOLIDMIXOFCONTENT
GIVEYOURSALESTEAMASOLIDMIXOFCONTENTGIVEYOURSALESTEAMASOLIDMIXOFCONTENTGIVEYOURSALESTEAMASOLIDMIXOFCONTENT
resourceforyourcontentneeds.
Market
Coverage,
including:
EMA'S EXPERT ANALYSTS CAN HELPEMA'S EXPERT ANALYSTS CAN HELP
YOU ARM YOUR SALES TEAM WITH TRUSTED CONTENT!YOU ARM YOUR SALES TEAM WITH TRUSTED CONTENT!
EMA'S EXPERT ANALYSTS CAN HELPEMA'S EXPERT ANALYSTS CAN HELP
YOU ARM YOUR SALES TEAM WITH TRUSTED CONTENT!YOU ARM YOUR SALES TEAM WITH TRUSTED CONTENT!
EMA'S EXPERT ANALYSTS CAN HELP
YOU ARM YOUR SALES TEAM WITH TRUSTED CONTENT!
For more information on EMA Vendor Services and Special Offers, please visit:
visit: http://research.enterprisemanagement.com/itvendors
EMA RADAR Reports evaluate
vendors in specific product/technology
categories, helping buyer's short list
vendors during the buying cycle. Several
licensing options let you make use of this
trusted content with prospects.
EMA VENDOR TO WATCH reports
are one page highlights of new and
interesting vendors or new product
directions. Written for our end user
subscribers, these are also compelling
content for vendors to distribute.
AsaleadingAnalystfirm,EMAisatrusted3rdparty
Q.When you are recommending and selecting vendors for major enterprise IT/security purchases,
approximately how many pieces of content do you typically consume that are created by, or for, the
vendor you eventually select?
Source: IDG Enterprise Customer Engagement, May 2012
Source: Predictions for 2012 and Beyond: The End of B2B Sales & Marketing as We Know It?, Alinean, Inc.
Source: IDG Enterprise Customer Engagement, May 2012
Q. Generally speaking, how challenging do you feel it is to locate enough high quality trusted information on
major enterprise IT/security products and services to make an informed purchase decision you are comfortable
with?
morethancontentfromaVendor.
4times
EMA Provides:
Co-branded Promotion
Guaranteed Number of Leads
Market Education & Validation
Hosted
Webinars