Sponsored by
Foundry
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Foundry
Whitepaper
Sponsored by
Foundry

Driving engagement and trust with today’s IT buyers

A global survey of IT decision-makers (ITDMs) conducted by Foundry reveals that technology vendors that respond quickly to interest expressed by prospective customers have a better chance of winning an audience and making the shortlist than those who dally. Timeliness is particularly important among the youngest IT professionals, 65% of whom expect to receive follow-up to an information request within 12 hours compared to 29% of Boomers. Just 5% of all respondents consider it acceptable for vendors to wait up to three days to follow up.

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Driving engagement and trust with today’s IT buyers
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Written by
Foundry
Published on
February 19, 2025

Key Takeaways from Foundry’s 11th Customer Engagement Study

  • Speed Matters – Quick response times significantly impact vendor success. 65% of younger IT buyers expect follow-ups within 12 hours, while only 5% find a three-day wait acceptable.
  • Industry Understanding is Key – Buyers value vendors that demonstrate knowledge of their industry and specific needs, using search patterns and content engagement signals.
  • Content Drives Decisions – IT buyers rely on online resources and vendor content throughout the purchase process, with preferences shifting as they progress.
  • AI-Generated Content Raises Concerns – The biggest challenge for buyers is uncertainty about whether content is AI-generated, surpassing previous concerns about bias and excessive marketing hype.
  • High-Quality Content is Hard to Find – 85% of IT buyers say finding trustworthy, high-quality content remains challenging.
  • What Makes Content Valuable – Buyers prioritize well-structured (53%), technically relevant (51%), research-supported (51%), and authentic (42%) content.
  • Educational Content Builds Trust – 73% of buyers are more likely to consider vendors that provide educational resources throughout the decision-making process.
  • Actionable Content Leads to Engagement – Upon finding useful content, buyers:
    • Research the product on tech content sites (50%)
    • Visit the vendor’s website (50%)
    • Participate in a product demo (35%)
    • Add the vendor to a shortlist or register for related content (33%)