For Marketers, Product Management, and Sales Leaders – Deal ScoreCard from TechTarget Research offers first hand data from buyers that are looking for solutions now. Not based on panels, captive respondents or cultivated members, Deal ScoreCard draws from the largest IT buying audience on the planet – some 18 million registered members who offer up details on 30,000 in-process and recently completed purchases to give you insight into what features, drivers, influences, and competitions are defining the current marketplace.
In this blog installment, we’ll look at Backup – first hardware, then software. As always, if you’d like to preview the full report, reach out to me jonathan_brown (at) techtarget (dot) com and we’ll set up a briefing / review.
Deal ScoreCard – Data Protection – Backup Hardware – In hardware based backup we looked at and charted 14 vendor solutions – gathering details from recent buyers who’d purchased in the segment.
The Top 5 winning vendors (by number of transactions reported) in this space are;
- Dell EMC – recorded the most deals, is currently being considered in 42% of the deals
- HPE – being considered in 37% of the deals. HPE’s consideration in new backup deals is increasing.
- IBM – being considered in 31% of the deals
- NetApp – being considered in 7% of the deals
- Veritas Technologies – being considered in 7% of the deals
The next 5 challengers are
- Hitachi (Vantara)
This group all gets below 10% consideration in the new opportunities we see.
And finally, we also saw transactions involving
- Barracuda Networks
- ExaGrid Systems
In total, over 370 transactions were analyzed for the report. 2/3rds (64%) of the buying opportunities are from buyers with existing solutions in place that are intending to upgrade or purchase more from their existing primary supplier. Interestingly, however, only leader Dell EMC and non-leader StorageCraft charted above 50% in sellback to their install bases.
Deal ScoreCard – Backup Software
In software based backup, transaction winning leader Veeam has steadily increased its consideration amongst buyers as well as its effectiveness at closing opportunities. Customers seem happy as well, with 98% of Veeam’s customers returning to Veeam for additional backup purchases and 86% making a repeat purchase. Only one other vendor, Commvault, approaches this level of repeat purchasing, currently.
The Top 5 winning vendors in backup software (by number of reported transactions) and what their current consideration from buyers in market now are:
- Veeam – recorded the most deals and is being considered in 34% of the existing deals.
- Dell EMC –is being considered in 32% of the existing deals.
- Microsoft – is being considered in 28% of the deals.
- Commvault – is being considered in 22% of the deals.
- IBM – is being considered in 18% of the deals.
These vendors, our challengers group, were involved in numerous buying transactions included in the report. Most of them have current consideration with 2-12% of current buyers.
- Veritas (Backup Exec)
- Veritas (NetBackup)
We also saw these vendors involved in both shortlists / evaluations and in closed business.
Both Commvault and Unitrends have shown an uptick in their transactions won percentages over the last few quarters. This is generally good news for those vendors.
Marketers in this space should keep in mind that cloud storage is actually top of mind for these buyers. The top topics buyers of backup software read about leading up to a purchase are –
- Cloud Storage
- Backup Hardware
- All Flash Arrays
- Disaster Recovery
Aligning your content with these topics, especially cloud storage, would be the sweet spot for any content marketing strategy. Other data, like which features, backup workloads, and vendor attributes cause the vendors above to be included and excluded from consideration and purchase by buyers.
We’ll look at cloud storage for backup next.