Research Report: 2023 IT Priorities

In Q1 of 2023, GoTo commissioned a custom research study in partnership with Frost and Sullivan. In a massive cross-functional effort, we delivered a gated research infographic, a new research landing page, multiple blogs, a webinar, and key stats for PR/analysts.

When our custom research results were delivered mid-Q1, we were faced with a timing challenge. In March, we had key speaking engagements lined up at Enterprise Connect, a massive event and opportunity for our prospects and IT buyers. We didn't have the time to write, edit, design, and publish a large research report. Instead, our cross-functional team of product marketing, content, and campaign managers looked at the task at hand and we created a content strategy that would let us move quick and make a big impact.

Instead of a lengthy report, I pitched the idea of an in-depth infographic. We still had a gated and lead-generating offer, and we were able to move quicker, arguably with a better and more eye-catching, modern asset.

To create the infographic, I synthesized about 100 pages of research into 5 key IT trends that would work across channels. We highlighted our ideal vanity stats to use for PR, web, and our events and got to work on our content product.

I wrote the infographic, partnering with creative on the final design. I also wrote 2 blog posts and advised on supporting copy for our brand new research landing page. The infographic and research summary was a great engagement tool at Enterprise Connect. The stats generated from this report were repurposed for social, earned media, and incorporated in blogs and webinars moving forward.

View the infographic below and click here for PDF.

Check out the research web experience below:

Feedback from Director of Integrated Marketing:

Our GoTo IT Priorities 2023 Report came in fast and furious. With the broader team eager to maximize the impact of this YoY research, Meghan was tasked with synthesizing an incredible wealth of SMB insights in partnership with her PMM, Marketing and Content team members for a program that would span PR/Analysts, a large-scale live event with Enterprise Connect, and all of the core content to drive the web hub experience. You cannot see Meghan break a sweat under pressure. She is thoughtful, customer-centric, and highly collaborative to ensure we get the best experiences to our customer and prospect buyers every time. BRAVO, as always, Meghan.