In 2009, Google commissioned a survey with the company TechTarget to measure the behaviors around IT technology purchases, and how content types served those prospects throughout the buying cycle. A compelling feature of this study is that Google used actual keywords and phrases that prospects searched for, as well as the content types they selected.
In short, this is no survey – actual behaviors, keywords searched upon and content types selected were OBSERVED. Real-time, and without the fog of interpretation, memory or recall.
While there are differences between IT and industrial technology buying cycles, there were compelling and surprising conclusions drawn from this study, and industrial marketers should consider these findings to maximize the effectiveness of their marketing strategies.