{"id":6497,"date":"2023-10-18T15:53:09","date_gmt":"2023-10-18T15:53:09","guid":{"rendered":"https:\/\/www.itprocom.fr\/?p=6497"},"modified":"2024-03-26T16:15:56","modified_gmt":"2024-03-26T16:15:56","slug":"%f0%9f%a5%87le-role-fondamental-du-contenu-dans-le-processus-de-decision-it-des-entreprises","status":"publish","type":"post","link":"https:\/\/www.itprocom.fr\/en\/%f0%9f%a5%87le-role-fondamental-du-contenu-dans-le-processus-de-decision-it-des-entreprises\/","title":{"rendered":"\ud83e\udd47The fundamental role of content in companies&#8217; IT decision-making process"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.informatech.com\/\">Informa Tech<\/a>, a business consultancy firm, has just published a study on the IT purchasing process of B2B companies*. Here are the main findings.<\/p>\n\n\n\n<h2>A\/ How much confidence do IT decision-makers have in IT marketing specialists?<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>The inaugural index shows that B2B technology purchasing decision-makers&#8217; confidence in marketers is 61 on a scale of 1 to 100, indicating that while there are solid building blocks, there is still a long way to go.<\/p>\n\n\n\n<h2>1\/ IT decision-makers&#8217; expectations<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>A 1st indicator is clearly emerging: brands need to raise the quality of their content to generate conversions.<\/p>\n\n\n\n<p>When it comes to buying B2B technologies, 3 out of 5 decision-makers say they trust most or all of what marketers share with them.<\/p>\n\n\n\n<p>Par ailleurs, 71 % des r\u00e9pondants se disent parfois d\u00e9\u00e7us par la valeur du contenu B2B, notamment le contenu ferm\u00e9, c&#8217;est \u00e0 dire sur demande.<\/p>\n\n\n\n<h2>2\/ Underperformance<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>Another important indicator is that B2B technology purchasing decision-makers believe that undifferentiated content degrades a company&#8217;s image, as does &#8216;dated&#8217; content.<\/p>\n\n\n\n<p>Solving this problem could considerably improve future marketing confidence index scores.<\/p>\n\n\n\n<h2>B\/ What makes B2B content trustworthy?<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>In B2B, buying decisions are complex and require careful thought, especially in an uncertain economic climate where every purchase is scrutinised. More than ever, substantive content is king!<\/p>\n\n\n\n<p>B2B technology buyers were asked to select up to 3 qualities that make B2B content trustworthy.<\/p>\n\n\n\n<ul><li>Content from trusted publishers such as the trade press and BtoB news sites<\/li><li>Content that provides up-to-date data and case studies<\/li><li>Content shared between peers<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><a href=\"http:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/05\/Insight-One-call-Cloud-Care-Services-Manages-Experts-pour-les-Environnements-Cloud-Mai-2022.pdf\" target=\"_blank\" rel=\"Productions \u00e9ditoriales r\u00e9alis\u00e9es par IT Procom noopener\"><img width=\"1024\" height=\"626\" src=\"https:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/10\/IMG_6073-1024x626.jpg\" alt=\"\" class=\"wp-image-6500\" srcset=\"https:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/10\/IMG_6073-980x599.jpg 980w, https:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/10\/IMG_6073-480x293.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/a><figcaption><em>Dedicated editorial production for Metsys, DIB France, Jabra, Lenovo and Econocom by IT Procom<\/em><br>*** <a href=\"http:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/05\/En-Route-vers-les-Nouvelles-Solutions-de-Transformation-et-dAgilite-Numerique-par-le-Cloud-Livre-blanc-Cloud-in-One-DIB-France-Sept-2022.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Discover editorial production with the objective of raising awareness<\/a> ***<em>  <\/em><\/figcaption><\/figure>\n\n\n\n<p>The study also provides information on marketing behaviours that can affect purchasing relationships.<\/p>\n\n\n\n<h2>C\/ Why do decision-makers interact with content?<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Keep abreast of industry trends and new solutions<\/li><li>Refine and enhance your skills<\/li><li>Be able to share this knowledge with your teams<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2>D\/ 4 key points to remember<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>88% of the executives surveyed anticipate an increase in their tech investment budgets for 2024. Here are the ways in which we can better meet their expectations:<\/p>\n\n\n\n<ul><li>Produce content with high technological and strategic added value that differentiates your brand<\/li><li>Create personalised pathways to provide clear answers at every stage of the decision-making process<\/li><li>Decline and adapt your messages to the right format depending on the media used<\/li><li>Syndicate your content with BtoB publishers to engage in dialogue and share your announcements!<\/li><\/ul>\n\n\n\n<p>Source of study Informatech : <a href=\"https:\/\/marketinginsights.informatech.com\/free\/w_ingg167\/\" target=\"_blank\" rel=\"noreferrer noopener\">&#8220;<em>2023 Trust in Marketing Index: How B2B Marketers can fill the trust gap<\/em>&#8220;<\/a>  <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>For your editorial productions aimed at IT decision-makers, choose a team of experts:<\/strong><\/p>\n\n\n\n<p> \u26f3  <a href=\"http:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/05\/Insight-One-call-Cloud-Care-Services-Manages-Experts-pour-les-Environnements-Cloud-Mai-2022.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Discover editorial production with a business objective<\/a><\/p>\n\n\n\n<p> \ud83d\udea9 <a href=\"http:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/05\/Livre-Blancs-Enjeux-Perspectvies-Le-teletravail-et-le-monde-dapres-confinement-Foliateam-Poly-Digital-Workplace-2020.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Discover an editorial production in white paper format<\/strong><\/a> <\/p>\n\n\n\n<p> \ud83d\udc8e <a href=\"http:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/05\/Special-Report-Metsys-Digital-Workplace-.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Find out more about our editorial production in Special Report format<\/strong><\/a> <\/p>\n\n\n\n<p>IT PROCOM, publisher of SMART DSI and the www.iTPro.fr website, supports ESNs in the production of guides and white papers.<\/p>\n\n\n\n<p> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Informa Tech, soci\u00e9t\u00e9 de conseil aux entreprises, vient de publier une \u00e9tude sur le processus d\u2019achat des entreprises du B2B dans l\u2019IT.<\/p>\n","protected":false},"author":79,"featured_media":5489,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"<!-- wp:heading -->\n<h2>A\/ Quel est le niveau de confiance des d\u00e9cideurs IT face aux sp\u00e9cialistes du marketing IT ?<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>L'indice inaugural montre que la confiance des d\u00e9cideurs en mati\u00e8re d'achat de technologies B2B dans les sp\u00e9cialistes du marketing est de 61 sur une \u00e9chelle de 1 \u00e0 100, ce qui indique que m\u00eame s'il existe des \u00e9l\u00e9ments de base solides, il reste encore beaucoup \u00e0 faire&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2><strong>1\/ Les attentes des d\u00e9cideurs IT <\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Un premier indicateur se dessine clairement, les marques doivent \u00e9lever le niveau de qualit\u00e9 de leur contenu pour g\u00e9n\u00e9rer des conversions&nbsp;:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Si plus de trois d\u00e9cideurs en mati\u00e8re d'achat de technologies B2B sur cinq d\u00e9clarent qu'en g\u00e9n\u00e9ral, ils font confiance \u00e0 la majorit\u00e9 ou \u00e0 la totalit\u00e9 de ce que les sp\u00e9cialistes du marketing partagent avec eux, soixante et onze pour cent des r\u00e9pondants se disent souvent ou parfois d\u00e9\u00e7us par la valeur du contenu B2B, notamment le contenu ferm\u00e9, c a d sur demande<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><a href=\"http:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/05\/En-Route-vers-les-Nouvelles-Solutions-de-Transformation-et-dAgilite-Numerique-par-le-Cloud-Livre-blanc-Cloud-in-One-DIB-France-Sept-2022.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">D\u00e9couvrez une production \u00e9ditoriale avec un objectif de Notori\u00e9t\u00e9<\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2><strong>2\/ La contreperformance\u00a0:<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Nous retrouvons un autre indicateur important en constatant que les d\u00e9cideurs en mati\u00e8re d'achat de technologies B2B estiment que les contenus indiff\u00e9renci\u00e9s d\u00e9gradent l\u2019image de la Soci\u00e9t\u00e9, tout comme les contenus qui \u00ab&nbsp;datent&nbsp;\u00bb<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>R\u00e9soudre ce probl\u00e8me pourrait am\u00e9liorer consid\u00e9rablement les futurs scores de l'indice de confiance dans le marketing<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2><strong>B\/ Qu'est-ce qui rend le contenu B2B digne de confiance ?<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><em>Dans le B2B, les d\u00e9cisions d\u2019achat sont complexes et n\u00e9cessitent une r\u00e9flexion approfondie, \u00e0 fortiori dans une conjoncture incertaine ou chaque achat est pass\u00e9 au crible.<\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><em>Plus que jamais, le contenu de fond est roi<\/em>&nbsp;:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Les acheteurs de technologies B2B devaient s\u00e9lectionner jusqu'\u00e0 trois qualit\u00e9s qui rendent le contenu B2B digne de confiance.&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul><li>Les contenus provenant des \u00e9diteurs de confiance comme la presse pro, les sites d\u2019informations BtoB<\/li><li>Des contenus apportant des donn\u00e9es \u00e0 jour, avec des \u00e9tudes de cas<\/li><li>Des contenus partag\u00e9s entre pairs<\/li><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>L\u2019\u00e9tude apporte \u00e9galement des informations sur les comportements marketing qui peuvent affecter positivement ou n\u00e9gativement les relations d\u2019achats ou encore les \u00e9changes de donn\u00e9es contre des informations.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><a href=\"http:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/05\/Insight-One-call-Cloud-Care-Services-Manages-Experts-pour-les-Environnements-Cloud-Mai-2022.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">D\u00e9couvrez une production \u00e9ditoriale avec un objectif Business<\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2><strong>C\/ Pourquoi les d\u00e9cideurs interagissent avec le contenu\u00a0? <\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul><li>Se tenir parfaitement inform\u00e9 des tendances et nouvelles solutions de l\u2019industrie<\/li><li>Parfaire et augmenter ses comp\u00e9tences<\/li><li>Pouvoir repartager ce savoir avec ses \u00e9quipes<\/li><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p><a href=\"http:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/05\/Livre-Blancs-Enjeux-Perspectvies-Le-teletravail-et-le-monde-dapres-confinement-Foliateam-Poly-Digital-Workplace-2020.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>D\u00e9couvrez une production \u00e9ditoriale au format livre blanc<\/strong><\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>88 % des cadres interrog\u00e9s anticipent une hausse de leurs budgets d\u00e9di\u00e9s aux investissements dans la tech pour l\u2019ann\u00e9e 2024, comment r\u00e9pondre au mieux \u00e0 leurs attentes ?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2><strong>D\/ les 3 points cl\u00e9s \u00e0 retenir<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul><li>Produire du contenu \u00e0 forte Valeur ajout\u00e9e technologique et strat\u00e9gique qui diff\u00e9rencie votre marque<\/li><li>Cr\u00e9er des parcours personnalis\u00e9s pour apporter des r\u00e9ponses claires \u00e0 chaque \u00e9tape du processus de decision<\/li><li>D\u00e9cliner et adapter vos messages au bon format en fonction des m\u00e9dias utilis\u00e9, syndiquer vos contenus chez les \u00e9diteurs BtoB afin d\u2019engager le dialogue &amp; partager vos annonces afin de vous d\u00e9marquer !<\/li><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p><a href=\"http:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/05\/Special-Report-Metsys-Digital-Workplace-.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>D\u00e9couvrez une production \u00e9ditoriale au format&nbsp;<\/strong><\/a><a href=\"http:\/\/www.itprocom.fr\/wp-content\/uploads\/2023\/05\/Special-Report-Metsys-Digital-Workplace-.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Sp\u00e9cial Report<\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- 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