3 Keys to Nurturing the IT CommitteeToday’s modern tech marketer knows that the key to nurturing the IT Committee is by earning their trust and credibility with engaging, relevant content. To find out how, LinkedIn surveyed over 200+ IT Committee members in the Netherlands.

use social media for IT news and information each month

are most interested in non-branded/non-sales focused content

Visit LinkedIn Visit Twitter Visit Google+Visit Facebook

They’re hungry for IT news and information on social media

10+ million

85%

are more favourable toward an IT vendor who publishes industry content

Who is the IT Committee?

Growing 1.25xfaster than general

member growth

79% 35%42%

1. Recognise the power of always-on educational content that's not all about you

2. Leverage the internal expertise you may not know you have

are more likely to consider an IT vendor that educates them through each stage of the decision process

Content from experts is the most influentialInfluence on tech purchases (by purchase stage and content source)

Your organisation’s internal experts are an untapped resource:

66%

stated expertise is based on references from co-workers

and colleagues.

When gating FIRST piece of content

% less likely to consider a vendor

(among in-market IT committee)

10%

only 10% defined an expert as VP+. So experts need not have senior titles.

Are more favourable toward a vendor whose employees share content on LinkedIn

3. Don’t disrupt the IT Committee by gating content too early or too often

When gating ALL content

of the IT Committee provides fake information when they complete a lead capture form

34 2 1

65 7 8

The average IT Committee member needs to consume

8 pieces of content before they are ready to talk to a sales rep.

Start the sales cycle on the IT Committee's schedule, while staying top of mind with valuable, helpful content on LinkedIn.

For more info on this research, visit lnkd.in/nurtureITcommitteeSource: LinkedIn EMEA survey and internal data, Q2 2014

NETHERLANDS

LinkedIn members globally who influence IT purchasing decisions

across departments and seniorities

44%

57%

51%

35% 66%

46%

22%

67%

€

EXPERT CONTENT INFLUENCE USER/PEER REVIEW INFLUENCE BRANDED CONTENT INFLUENCE

Average: 47% Average: 33% Average: 24%

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50%

40% 42%

53%50%

38%36%

28%

41%

24% 26% 27%

21% 24% 22%