«Return to Blog List Results are in…Case Studies Increasingly Valuable in B2B Technology Buys
What marketing collateral is most influential in B2B technology purchases?
A recent survey offers some answers.
In July 2009, Eccolo Media conducted its second annual B2B Technology Collateral Survey. The 501 respondents included C-level executives, vice presidents (VPs), managers, directors, developers/programmers, and technicians.
Once again, white papers topped the list of collateral that influences technology purchases.
But we’re pleased to report that case studies were a close second. (Go Team Case Studies!)
Here are a few standout stats from this year’s survey:
Two-thirds relied on them in the past six months – 69 percent of respondents used a case study to help make a purchasing decision over the past six months—a 10 percent increase over the 2008 results.
The majority found them influential – 79 percent felt that case studies were moderately to extremely influential in making a purchasing decision.
They share them with colleagues – 85 percent of the people who influence or make technology decisions share case studies with others.
White papers and case studies are most influential – Product brochures and data sheets are behind white papers and case studies in terms of influence.
Written case studies are preferred – Two thirds of respondents preferred written case studies followed by one-third preferring video and a small percentage preferring audio testimonials.
Check out the full survey results – and consider ways to integrate customer stories more into your 2010 marketing plans.