How much content do you need ? Vendor Content Crucial to Selection Process Pieces of Content Consumed If you are not providing enough TRUSTED CONTENT , you are FRUSTRATING your prospects. Trusted Information Hard to Come By… Extremely challenging /Very challenging Somewhat challenging Not very challenging /Not at all challenging 38% 43% 19% What content is TRUSTED by your prospects? Prospects trust content from Peers and Industry Analysts Industry analysts 31.4% (cited by 31.4% of respondents) 28.7% early in lifecycle Peers Influence of vendors as a trusted source lags at 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 5 LESS 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 “circle of trust” 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: GIVE YOUR SALES TEAM A SOLID MIX OF CONTENT GIVE YOUR SALES TEAM A SOLID MIX OF CONTENT GIVE YOUR SALES TEAM A SOLID MIX OF CONTENT GIVE YOUR SALES TEAM A SOLID MIX OF CONTENT GIVE YOUR SALES TEAM A SOLID MIX OF CONTENT resource for your content needs. Market Coverage, including: EMA'S EXPERT ANALYSTS CAN HELP EMA'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 EMA'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. As a leading Analyst firm, EMA is a trusted 3rd party 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? more than content from a Vendor. 4 times EMA Provides: Co-branded Promotion Guaranteed Number of Leads Market Education & Validation Hosted Webinars

Does your sales team have enough trusted content to close?

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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.

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Page 1: Does your sales team have enough trusted content to close?

How much content do you need ?Vendor Content Crucial to Selection Process

Pieces of Content Consumed

If you are not providing enough TRUSTED CONTENT, you are FRUSTRATING your prospects.

Trusted Information Hard to Come By…

Extremely challenging /Very challenging

Somewhat challenging

Not very challenging /Not atall challenging

38%

43%

19%

What content is TRUSTED by your prospects?Prospects trust content from Peers and Industry Analysts

Industry analysts31.4%

(cited by 31.4% of respondents)

28.7%

early in lifecycle

Peers

Influence of vendors as a trusted source lags at8.1%

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

20-24

3%25+

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

“circle of trust” 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:

GIVE YOUR SALES TEAM A SOLID MIX OF CONTENT GIVE YOUR SALES TEAM A SOLID MIX OF CONTENT GIVE YOUR SALES TEAM A SOLID MIX OF CONTENT GIVE YOUR SALES TEAM A SOLID MIX OF CONTENT GIVE YOUR SALES TEAM A SOLID MIX OF CONTENT

resource for your content needs.

Market Coverage, including:

EMA'S EXPERT ANALYSTS CAN HELP EMA'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.

As a leading Analyst firm, EMA is a trusted 3rd party

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?

more than content from a Vendor.4 times

EMA Provides:

Co-branded Promotion

Guaranteed Number of Leads

Market Education & Validation

Hosted Webinars