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Marketing Collateral & The IT Buyer

As a technology marketer, do you ever wonder how (or if) the marketing collateral you work hard to create is used by IT buyers in their purchasing decisions? What influence does this material actually have?

According to a report by Eccolo Media (Eccolo Media 2010 B2B Technology Survey Report, www.eccollomedia.com), the quality, format, length and topic of marketing collateral substantially affects the purchase decision. The delivery channel through which assets are made available is also a factor.  

Here are four points that I thought particularly interesting from this report:

1)  A wide range of collateral types are used by decision-makers and influencers during a technology purchase, but not all are created equal in terms of influencing power.

Data sheets  were the most frequently utilized type of collateral by IT buyers (83%), followed closely by white papers (76%), case studies and success stories (67%), videos (59%), and podcasts (40%).

Interesting side  note – The use of video and podcasts/audio content continues to grow significantly with an increase of 8% for each of these vehicles over the prior year results.

What are the types of collateral that influence a purchasing decision the most? Read More »

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