Research

B2B Technology Marketers Find Out What Works

Last week Eccolo Media released the 2010 B2B Technology Collateral Survey Report. This survey gathered preferences of 500 U.S.-based respondents who were influencers or decision makers on a technology buy

And here’s what they shared…

  • Brochures and data sheets are the most frequently consumed content (83%)
  • White papers are the most influential content
  • Both influencers and decision makers ranked white papers as being most influential
  • After white papers, case studies are considered most influential

While white papers and case studies are must-have tools, they are not all created equally. The number one disappointment?

Poorly written content.

Brochures also aren’t making the impact they might be. While they are the most frequently consumed, their influence isn’t as high as other collateral. A better B2B brochure might solve this issue.

Preferred Format & Length

Most respondents prefer written case studies, though video testimonials are gaining ground. Video is ...

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K’s Top Five for the Week – September 24

This week’s top five starts with analysis of a fresh batch of research from Eccolo Media on what B2B Technology Buyers like in their collateral.

It’s followed by some posts on how to be a thought leader and become a trusted expert resource.

All content is meant to have prospects take some sort of action. If you think you may fall short in this area, check out the post on how to improve your calls-to-action.

Last, but not least, see some metrics on the impact of Google Instant.

Enjoy this week’s reads and let me know if you’ve found something you think I’ve missed. Until next week!

B2B Technology Buyers Share Their Content Preferences by @StephanieTilton via @Savvy_B2B

Eccolo Media just released their third annual B2B Technology Collateral Survey Report. In this post Stephanie summarizes the collateral buyers like the most and when they’re most likely to consume it. ...

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K’s Top 5 for the Week — September 17

This week’s roundup focuses on content and the way it impacts our businesses and marketing programs.

We start off with a little research and research analysis followed by tips to improve your website and the content it contains.

Have a great read and let me know what you think about this week’s choices. Did I miss anything that would fit well with these posts?

2010 B2B Content Marketing Benchmarks, Trends and Budgets by @juntajoe via @junta42

If you’ve wondered about what tactics B2B marketers use in their content marketing efforts or which industry has the highest level of content marketing adoption, this is the study for you. This study was a collaborative effort between Junta42, Marketing Profs, the Business Marketing Association, and American Business Media. It’s full of great information and you can’t beat the price tag!

New Study Reveals 3 Things You can Learn from Effective Content Marketers by ...

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Can Project Management Rescue B2B Marketing?

A couple of weeks ago MarketingSherpa released the chart below. It shows the processes B2B marketers use (or in many cases don’t use) to manage prospects through the buying cycle. And there’s some biggies.

  • Over half of marketers aren’t collaborating with sales to define sales-ready leads
  • Over half of marketers have no system for rating leads
  • Over 60 percent of marketers have no process for nurturing leads that aren’t ready to buy today

But here’s the thing I find most interesting. In the same B2B Marketing Benchmark survey, B2B marketers were asked to rate their most significant challenges. Here’s the top two:

  • Generating high-quality leads
  • Marketing to a lengthening sales cycle

What constitutes high-quality leads? A lead sales and marketing can agree on as sales-ready -- something over half of marketers have no process for defining or rating. And from Sherpa’s own report, lead quality “may ...

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