This IDC study of buyers of cloud services and buyers of on-premise technology — both IT buyers and line-of-business (LOB) buyers — explores their information preferences and needs at different stages of their decision journey. IDC provides essential guidance for marketers faced with the challenge of developing content for an increasingly complex audience buying new kinds of products and services.
"Providing different groups of buyers with the right information from the right source at the right time is at the heart of an effective content strategy. But this task can be daunting. Marketers will make more progress as they understand the patterns that link buyer information choices to their decision strategy." — Kathleen Schaub, vice president, IDC CMO Advisory Service