Industry Update

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Demo software downloads—at all stages of the purchasing process—proved to be one of the most frequently used and effective tools in engaging IT audiences, according to TechTarget's "IT Media Consumption Trends and IT Buyer Purchase Intention Study," released in March. With help from the CMO Council, the company surveyed a cross section of its 4.5 million registered users to find out what media make the most impact on technology buyers.

"The most interesting media consumption trends revealed by IT professionals in the survey are the increased use of downloads of trial software at various stages of the IT solutions purchase process, not just the final stage," said Marilou Barsam, TechTarget's senior VP-corporate marketing, in a statement. "This preference suggests that IT pros are putting even more emphasis on `trialing' a vendor's product online; and its perceived value for effectively guiding them in purchase consideration has recently increased significantly. It also supports the premise that IT buyers are further leveraging the Web to evaluate technology before meeting face-to-face with vendors."

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