Some 79% of IT decision-makers (ITDMs) say a "high level of product knowledge increases likelihood to purchase" and 72% "consider it very important that the IT vendor contacting them is highly knowledgeable about the product/able to answer questions," according to IDG.

So how can businesses best inform and influence those ITDMs? Via high-quality content, social media, and video.

The myriad roles those three play in the tech purchase process are illustrated in the following infographic.

For example, at the beginning of the purchase process, ITDMs read feature articles about trends, strategies, and management; technology news; case studies; and analyst research to determine their business needs.