TECH SUPPLIER Nov 2019 - IDC Survey - Doc # US45674819

The Future of Tech Buying Practices and Implications for Marketing

By: Kathleen Schaub, Gerry BrownCX Research Director, European Software Group, Jon DukeResearch Vice President, Retail Insights, Wayne KurtzmanResearch Director, Social and Collaboration, Warren LaneResearch Analyst

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This IDC Survey addresses tech buyer attitudes about how they expect their buying practices to change in the next three years. It examines tech buyers' perception of tech vendor's marketing function and their use of various digital communication channels for buying. The Survey is intended to help tech vendor executives better understand their buyers and, therefore, adapt their experience and marketing practices to improve customer experience and business results.


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