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This IDC Insight explores the significance of product service reviews to buyers. Marketers fail to provide some of the most important content types customers need to buy. In IDC's 2015 IT Buyer Experience Survey, participants selected product service reviews as the second most valuable information type for the earliest stage of the buyer's decision journey. However, marketers participating in IDC's 2015 Tech Marketing Benchmark Survey missed this fact almost entirely when assessing buyer needs.
IDC explores why product service reviews are critical content and provides essential guidance as to how marketers can avoid this pitfall.