Vendors certainly know the true value of what they are vending, but when they seek to convince business buyers of the value, the buyers become suspicious.
According to “Better Lead Yield in the Content Marketing Field,” a new study from the CMO Council and NetLine, business buyers belittle vendors and give much higher marks for content trustworthiness to professional organizations and industry groups, whose information is considered more usable and relevant.
“Buyers are not happy with vendors,” said Donovan Neale-May, executive director of the CMO Council, in an interview with CMO.com. “Their content [tends to be] overtechnical, product-centric, and self-serving”–and buyers sense this. Neale-May said B2B marketers annually invest $16.6 billion in digital content publishing, used primarily to produce leads.
The report surveyed more than 400 business buyers across a wide range of global industries and other disciplines. It found a critical need for marketing organizations to bring more discipline and strategic thinking to content specification, delivery, and analytics.
Worldwide SaaS and Cloud Software 2012-2016 Forecast and 2011 Share
This infographic is based off a study that presents IDC’s view of worldwide software as a service and cloud software market performance by key vendors in 2011 and the anticipated market performance through 2016. The cloud software market reached $22.9 billion in revenue in 2011, a 30.9% year-over-year growth rate, and will grow to $67.3 billion by 2016 at a CAGR of 24.0%.
Learn more on what IDC has to say about cloud.
Microsoft may have a lot riding on its tablet versions of the Windows 8 operating system, but one market researcher thinks the odds are against them. This is not your grandfather’s PC market, London-based Generator Research declares in new forecasts that see tablet shipments doubling from 120 million units shipped in 2012 to 250 million in 2016.
The problem for Microsoft and for hardware makers, analyst Andrew Sheehy writes, is that tablet hardware does not follow the patterns of the traditional portable markets. For two decades it has been all about hardware — making it smaller, faster, lighter but more robust in speed and storage. This simply is not the case with the tablet. “[It] requires that vendors come to market with an overall proposition that encompasses digital content, apps and supporting services,” Generator writes. This is not a strong suit of the Dells and HPs, nor arguably is it a strength of the dominant PC OS provider Microsoft.
As with almost all functions within a large and complex marketing organization, the Market Intelligence (MI) organization is under pressure to transform. In our recent discussions with top MI executives, three transformational trends stand out as “guidance” for this profession.
1. Transform the MI organizational model and team to be more proactive. MI staffs tend to be spread thin and rarely have the bandwidth to move out of “response” mode. IDC believes that the MI function needs to increase the self-service capability for the majority of its internal clients. Better information portals, and the tools and training to access these resources are key to this effort. In doing so, MI should then be able to place more active attention to the second guidance area which is:
IDG News Release
IDG Enterprise’s 2012 Role & Influence of the Technology Decision-Maker Research Details Involvement in IT Purchase Process, Vendor Interaction and Information Sources Used
Framingham, Mass. – IDG Enterprise—the media company comprising Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIO Executive Council, ITworld and CFOworld—releases the results from the annual 2012 Role & Influence of the Technology Decision-Maker research, examining the involvement of IT decision-makers at each stage of the IT purchase process, IT vendor/customer relationships, and the information sources these professionals rely upon during the purchase process.
The 2012 IDG Enterprise Role & Influence of the Technology Decision-Maker survey was completed with the goal of gaining insight into the evolving role and influence of IT decision-makers in today’s corporations. The research examines the involvement of IT decision-makers during each stage of the IT purchase process and the primary influences and information sources they rely on throughout the purchase process.
Key findings include…