Marketing Networking Products & Solutions

According to Network World’s 2020 State of the Network research, 59% of IT decision-makers say that their organization’s data center is undergoing change with the replacement of older technologies for new. This increases to 65% for enterprises and is 57% for SMBs. We also know organizations are likely to seek a new networking vendor due to increased cost of current vendor or when their current product/service no longer meets their business needs.

Networking focused marketers are instrumental in ensuring tech decision-makers have the necessary tools and knowledge at the right time to make their most informative networking purchase. Compiling insight from IDG’s buyers journey research – 2020 Role & Influence of the Technology Decision-Maker and 2019 Customer Engagement – this networking specific research guide outlines who’s involved in the networking purchase process, the content types and sources these buyers rely on, and their likelihood to seek out a new vendor.

View the key findings below and download the networking sample slides for additional insight. The sample slides are just a glimpse of the research – request a meeting with an IDG sales executive to walk through the full networking purchase process to help you better understand how to market these products and tools in today's business climate.

Key Findings:

  • Only 39% of networking focused decision-makers are likely to consider a new vendor when making a quick purchase decision.
  • On average, there are 22 people involved in networking purchases – 31% expect an increase in the number of IT influencers.
  • The top sources of information relied upon during the networking purchase process are tech content sites, webcasts/webinars, and white papers.
  • On average, 5 pieces of content are downloaded during the networking purchase process – 41% expect their content consumption to increase over the next 6-12 months.

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