How valuable is marketing collateral in driving sales? What types of collateral have the greatest influence on purchasing decisions? What types of collateral are most widely used by prospective buyers? These were some of the questions that Eccolo Media sought to answer in a recent study of collateral usage by US technology buyers.
The Eccolo Media 2008 B2B Technology Collateral Survey was based on a survey of technology buyers in US companies. Two-thirds of the 155 survey respondents described themselves as purchase decision-makers, and the balance of the respondents called themselves purchase influencers. While this study focused on technology buyers, the findings are relevant for any B2B company that sells complex products or services, including marketing services firms.
This study included five types of marketing collateral
- White papers
- Case studies/success stories
- Product brochures/data sheets
- Podcasts
- Videos
Here are some of the most important findings:
- White papers have the greatest influence on purchasing decisions. Thirty-one percent of survey respondents ranked white papers as the most influential type of marketing collateral in terms of purchasing decisions. White papers were followed by product brochures (23%), case studies (17%), videos (8%), and podcasts (5%). Product brochures were also ranked as the least influential type of marketing collateral by 34% of respondents. Forty-four percent of respondents said that white papers were "very" or "extremely" influential.
- Product brochures, white papers, and case studies are the most frequently used types of marketing collateral. The survey asked what types of collateral respondents had seen, read, or listened to within six months prior to making a purchase. Seventy percent of respondents identified product brochures, 68% said white papers, and 59% said case studies. Podcasts and videos trailed with 28% each.
- Buyers use marketing collateral very early in the buying process. Overall 56% of survey respondents said they review marketing collateral for the first time during the "pre-sale" stage of the buying process, that is, when they are beginning to consider solutions and before they initiate discussions with specific vendors.
- Buyers read collateral materials online before they download and print. At least 70% of survey respondents said they view white papers, case studies, and product brochures online before they download and print them. The survey doesn't address how much collateral consumption is online only.
- Marketing collateral is highly viral. Sixty-seven percent of survey respondents said they share white papers with colleagues, while 66% share podcasts, 65% share case studies, 64% share product brochures, and 60% share videos. Forty-four percent of respondents said they share white papers with four or more people.
These findings show that marketing collateral remains a powerful selling tool. Other research has shown that B2B buyers are increasingly using the Internet to research and gather information regarding prospective purchases, in many cases long before they contact potential sellers. This means that the collateral you make available online plays a huge role in creating that critical "first impression" of your company with potential customers. If you provide compelling marketing collateral online, you stand a good chance of being invited to begin a meaningful sales conversation. Otherwise . . .
Discussion
By Michael J on Jul 20, 2009
A thought provoking post. Some things that come to mind.
"White papers have the greatest influence on purchasing decisions." The expectation of a white paper is a minimum of sell, a maximum of straight talk and facts.
"If you provide compelling marketing collateral online" what makes marketing collateral "compelling?" My sense is that it about presenting only the relevant facts with the absolute minimum of spin.
A couple of things that should be also be in the mix. Word of mouth and personal recommendations are probably still the most important influencers. In enterprise technology buys, highly paid consultants sift through the noise to get just the right signal that gets to clarity.
The most successful case studies are those that tell the story of how the tech is being used "by companies just like us."
The defensible advantage of Print is that it sits around on the desk and leads to "I was just looking at the brochure you sent me three weeks ago and wanted to get in touch with you."
By Ron Arden on Jul 20, 2009
I read through the Eccolo Media report and wondered if the respondents are mainly from IT. It's not clear from the titles in the report. I find that business people respond less to a whitepaper and more to video and audio. This could be a case study, customer testimonial or brochure. I also wonder if things have changed since the survey was conducted almost a year ago. Clearly IT is involved in technology decisions, but with many services available as SaaS applications that you can buy with a credit card, I think more decision makers are from the business side.
By Linda Bishop on Jul 21, 2009
The comments reinforce the idea that you should know how your customer buys so you can be sure you're in the right place at the right time with the right information. Sometimes that's print. Sometimes that's a whitepaper off the Internet. Sometimes it's a conversation from a salesperson.
If you run a printing company and you're reading this, it's a good idea to ask if your company provides the right information to help (and influence!) marketers when they're making buying decisions.
By Bill Gibson on Jul 27, 2009
Linda,
I agree with your comments...you (a sales rep) needs to uncover how your client's customers buy. Getting closer to the end user seems to be the key to understanding that element.
We have exciting new tools to make that happen it is just building the right media mix that creates a positive ROI.
The mix of print and the internet compliment each other and provide influence in the buying decision.
By Henk Gianotten on Jul 27, 2009
These findings show that the quality of the PDF files is very important.
Printers and designers prepare the files for print and web applications. For search technology optimization the proper inclusion of the title and other metadata is very important.
Sometimes the title of a product sheet is "x34final". Or even worse "untitled". Millions of files on the internet are not prepared for the web. High-resolution images and lack of title and other metadata.
Just do your own testing.
Search in google and insert just 3 words.
The first one is "untitled".
The second one is "filetype:pdf" and the third one (for example) "hp.com" or "kodak.com" or "apple.com".
HP.com gets 39000 searched untitled files!
Not all made by HP but some important ones are prepared by HP or their designers or their printers.
You will see that thousands of PDF files are not prepared with the right data in the important data fields.
This means lower quality search results.
Try your own website and shiver.
We are obliged to show our customers that the quality of our products is not only visible on print or screen.
The digital part (prepress and generation of PDF files for web applications) is very important too.
Discussion
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