Technology media company TechTarget, Inc. (NASDAQ: TTGT) today announces the release of its latest report in the Company’s groundbreaking series of media consumption research on technology buying professionals. The 14th report in the series, Content essentials for technology buying teams worldwide, examines technology buying dynamics, media consumption habits, and engagement preferences of buyers from 4 major regions worldwide—North America, Latin America, EMEA, and Asia-Pacific.
The research provides marketers with a complete understanding of how technology buying teams from different regions of the world consume content and expect to engage with technology vendors during the research and purchase process.
“Global technology buying is becoming truly borderless and marketing budgets and strategies must reflect this changing dynamic,” said Peter Ross, Vice President of Corporate Marketing at TechTarget. “This study reveals how the demands of technology buyers from all regions are dictating companies’ content marketing and sales strategies globally,” continued Ross.
Fielded in over 74 countries and 6 languages, this research study features data and open-ended responses collected from more than 2,300 technology buyers worldwide and segments the results from North American, Latin American, European, and Asia-Pacific respondents. Each finding from the study includes in-depth insight and best practices for marketers to leverage in future strategies.
Key findings from the report include:
- Buying teams are geographically diverse—More than 50% of buying teams feature members in geographically dispersed locations contributing to technology purchases of all sizes
- B2B technology decisions are being made faster than ever before—70% of decisions made in 6 months or less
- Buyers rely on content to create vendor short-lists—65% of buyers download at least 4–7 pieces of content before beginning to formulate vendor shortlists
- English-language content is widely consumed in all regions but Asia-Pacific, but all buyers indicate a need for more in-language translated content from marketers
- Technology buyers in all regions expect vendors to be well-informed about their needs prior to their first engagement
“As companies expand globally, we recognize the challenges that go along with marketing in different regions around the world,” said Greg Strakosch, Founder and CEO of TechTarget. “TechTarget’s extensive global capabilities, research, and expertise help technology marketers navigate these challenges and deliver successful global marketing programs worldwide,” continued Strakosch.
With 6 international offices and more than 65 in-language localized sites, TechTarget’s robust global experience helps technology companies make faster progress in every major region of the world.
TechTarget (NASDAQ: TTGT) is the online intersection of serious technology buyers, targeted technical content and technology providers worldwide. Our extensive network of online and social media, powered by TechTarget's Activity Intelligence™ platform, redefines how technology marketers view and engage technology buyers based on their active projects, specific technical priorities and business needs. With more than 100 technology-specific websites and a wide selection of custom advertising, branding, and lead generation solutions, TechTarget delivers unparalleled reach and innovative opportunities to drive technology marketing success around the world.
TechTarget has offices in Atlanta, Beijing, Boston, Cincinnati, London, Munich, Paris, San Francisco, Singapore and Sydney.
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