TechTarget and Google released an excellent report on how IT pros use search during the purchasing process. One data point is IT buyers use the internet to search for comparisons late in the buying cycle. So search phrases such as “product x vs. product y” or “server virtualization comparison” are popular with decision makers late in the purchase process. Our own campaigns backup this data.
However, be aware you’ll get very high exit rates off comparison landing pages unless you provide useful objective information, testimonials and hard data. You just can’t put up your product collateral and promotional materials.
