Pardot recently released its “The State of Demand Generation” report and while the study contains some intuitive results – such as 9 in 10 B2B buyers’ amount of research being influenced by the cost of the product – the findings are worth a look. Of note, about three-quarters of respondents agreed that they prefer different content at each stage of the research process. How long should a written piece of content, such as a
whitepaper or case study, be? Interestingly, many would prefer it to be under 5 pages.
Presented with 3 choices, 70% agreed that they’d prefer the content to be under 5 pages, compared to just 2% preferring that the content being longer than that. The remaining 28% are happy with the content being as long as it takes to inform them.
Given that previous research has indicated that the content characteristics most valued by B2B buyers are breadth and depth of information, marketers apparently have their work cut out for them providing that depth in a concise format.
Meanwhile, for about 7 in 10 respondents to the Pardot survey, research for a future business purchase begins on Google, with Yahoo (5.5%) and Bing (2.8%) used by relatively few in comparison. About 1 in 6 buyers say they turn to personal networks first, leaving fewer than 5% on average typically starting their search on LinkedIn (2.5%) or other social networks (2%).
After conducting their initial research, only 1 in 5 respondents said they do all of their subsequent online research in one sitting, at least when it comes to purchases that requires their boss’ approval. 7 in 10 go back online 2-3 times to do their research, while 12% go back more than 3 times.
About the Data: The data is based on a survey of 400 B2B buyers: 53% work for a small business; 22% work for a mid-market company; 25% work for an enterprise company; and 75% are not marketers.
No question that relationships in the commercial real estate industry are the key point of difference. Operationally, the challenges for REITs once the deal has been vetted, financed and acquired is revolves around leveraging communication technology to ensure that property data & inventory availability information to potential clients. NetScope provides a comprehensive technology services, across [...]
No question that relationships in the commercial real estate industry are the key point of difference. Operationally, the challenges for REITs once the deal has been vetted, financed and acquired is revolves around leveraging communication technology to ensure that property data & inventory availability information to potential clients. NetScope provides a comprehensive technology services, across the digital communication channels & devices (web, mobile, social media, paid search, SEO & email) to ensure a Web presence consistent with their business strategy.
Clients like BioMed Realty Trust, Inc. continue to innovate their web presence. Recently, NetScope’s team had the opportunity to handle a brand update/web development project designed to emphasize the importance of relationships in BioMed’s go-to-market strategy.
In addition to the “must have” searchable property listings, BioMed took advantage of YouTube in providing video property overviews and senior management interviews. Once again, reinforcing the brand positioning.
Understanding the importance of a comprehensive digital strategy, Biomed developed a mobile site as well. Interesting note and sign of the times, the mobile traffic increases continue to be a growing percentage of the overall site traffic visits.
NetScope is excited to be working with DivcoWest, a commercial REIT, real estate investment trust led by Stuart Schiff, CEO. DivcoWest’s strategy is acquisitions in key emerging US technology markets. Divco has acquired a sizable Silicon Valley portfolio. The portfolio’s tenants include Google, Apple, Huawei, NEC, Stryker and Fujitsu.
Providing space to the country’s top technology firms, it’s important that Divco maintains an innovative Web presence. NetScope is currently re-building Divco’s Web technology from the ground up. Efficient access to relevant real estate industry data, property data and investment information is critical.
Providing an outstanding B2B customer experience for users that is efficient and consistent whether it be from a desktop, mobile smartphone or tablet device is a company priority. Property look-up tools for clients and customers that are always on the go is critical, given the growth of usage by consumers. Mobile device access will be a key focus of the new web inventory availability functionality that will be enabled using responsive design technology.
How B2B Decision-Makers Are Using Social Media
July 22, 2013 by MarketingCharts staff
Forrester-B2B-Decision-Maker-Use-Social-Media-July2013 Social media use is ubiquitous among B2B decision-makers in North America and Europe, according to results from a newly-released Forrester Research study. That said, their motivations for using various platforms differs greatly, and understanding those patterns is a crucial element [...]
How B2B Decision-Makers Are Using Social Media
July 22, 2013 by MarketingCharts staff
Forrester-B2B-Decision-Maker-Use-Social-Media-July2013 Social media use is ubiquitous among B2B decision-makers in North America and Europe, according to results from a newly-released Forrester Research study. That said, their motivations for using various platforms differs greatly, and understanding those patterns is a crucial element for figuring out appropriate marketing strategies. The data suggests that among popular sites, Facebook is rarely used primarily for business purposes, while Google+ and Pinterest are still lagging in adoption rates overall.
The survey asked respondents for what purposes they visit or participate in a list of social places. The results indicate that:
85% visit brand-agnostic communities or forums at least monthly, with 18% doing so primarily for business purposes, and another 63% for business and personal purposes;
81% visit LinkedIn with that frequency, with 26% doing so primarily for business purposes and another 48% for mixed reasons;
81% also visit Facebook at least monthly, but only 2% do so primarily for business purposes, as opposed to 42% who do so primarily for personal purposes;
80% use vendor support forums or discussion forums on vendor or brand websites (for that specific vendor or brand), with 23% doing so primarily for business reasons;
62% visit Twitter at least monthly, but only 6% do so mainly for business, as opposed to 20% mainly for personal reasons;
Google+ monthly usage stands at 49%, with primarily personal (15%) usage outweighing primarily business-related use (4%); and
32% use Pinterest at least monthly, but only 2% do so primarily for business reasons.
So what are these decision-makers doing on each of the major networks? Among LinkedIn users, 88% have connected with peers or colleagues in the past month, while 40% have participated in LinkedIn groups affiliated with a brand or vendor.
Twitter is “primarily a consumption channel,” per the researchers, with the main activity among those using it at least in some part for business reasons being reading others’ tweets (86% of users). Still, 58% have retweeted something they’ve read, 55% have posted a tweet, 54% have responded to a tweet and 42% have sought support for a product.
Finally, those using Facebook for business reasons at least part of the time most often connect with people they know (71%), but a majority have also liked a brand or vendor (57%), clicked on an ad or sponsored post (51%) and posted on a page owned by a brand or vendor (51%).
Those results suggest that B2B decision-makers use the major social media platforms for both consumption and interaction. Indeed, among all respondents, while 98% are “spectators” (reading blogs, watching peer videos, etc.), 75% are also “critics” (commenting on blogs and posting ratings and reviews) and 56% are “creators” who publish posts and upload visual media.
About the Data:The data is based on an online survey was fielded to 382 business decision-makers located in the US, Canada, France, Germany, and the UK, at SMB and enterprise companies with 100 or more employees. Business decision- makers included respondents in the IT, benefits, finance, marketing, and sales departments involved in both line-of-business product decisions and technology product decisions.