Nurturing the IT Committee Lead - Germany

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3 Keys to Nurturing
the IT Committee
Today’s modern tech marketer knows that the key to
nurturing the IT Committee is by earning their trust and
credibility with engaging, relevant content. To find out
how, LinkedIn surveyed over 200+ IT Committee
members in Germany.
use social media for IT news
and information each month
are more likely to consider an IT vendor that educates
them through each stage of the decision process
Visit LinkedIn Visit Facebook Visit Google+Visit Twitter
They’re hungry for IT news and information on social media
10+ million
87%
are most interested in non-branded/non-sales
focused content
Who is the IT Committee?
Growing 1.25x
faster than general
member growth
82%
31%
32%
1. Recognise the power of always-on
educational content that's not all about you
2. Leverage the internal expertise
you may not know you have
are more favourable toward an IT vendor who
publishes industry content
Content from experts is the most influential
Influence on tech purchases (by purchase stage and content source)
Your organisation’s internal experts are an untapped resource:
68%
stated expertise is based on
references from co-workers
and colleagues.
When gating FIRST piece of content
% less likely to
consider a vendor
(among in-market IT
committee)
8%
only 8% defined an expert
as VP+. So experts need not
have senior titles.
Are more favourable toward a vendor
whose employees share content on LinkedIn
3. Don’t disrupt the IT Committee by gating
content too early or too often
When gating ALL content
of the IT Committee provides fake information
when they complete a lead capture form
The average IT Committee
member needs to consume
7 pieces of content before they
are ready to talk to a sales rep.
Start the sales cycle on the IT Committee's schedule, while
staying top of mind with valuable, helpful content on LinkedIn.
For more info on this research, visit lnkd.in/nurtureITcommittee
Source: LinkedIn EMEA survey and internal data, Q2 2014
GERMANY
LinkedIn members globally who
influence IT purchasing decisions
across departments and seniorities
33%
59%
51%
37%
77%
53%
18%
67%
€
EXPERT CONTENT INFLUENCE USER/PEER REVIEW INFLUENCE BRANDED CONTENT INFLUENCE
Average: 51%
Average: 39%
Average: 22%
Awareness
Scope
Select
Plan
Implement
Awareness
Scope
Select
Plan
Implement
Awareness
Scope
Select
Plan
Implement
55%
52%
45%
59%
46%
45%
37%
35%
51%
29%
28%
21%
19%
26% 18%