Hybrid Collateral Gaining Ground for B2B Tech Marketing

The typical purchasing agent in a business setting likely has little extra time to consume content about the latest technology. But as more content has become available in a variety of new formats, decision makers and influencers are noticing. A successful technology company marketing in this environment must make collateral available in several new formats to ensure that its products are getting the necessary visibility that will lead to a sale.

Here are the top types of collateral that C‑suite executives have used to evaluate their tech purchases in 2011:

  • Product brochures/​data sheets 72%
  • White papers 62%
  • Videos/​multimedia files 59%
  • Podcasts/​audio files 42%
  • Case studies/​success stories 50%

Eccolo Media, which published the 2011 B2B Technology Collateral Survey Report also asked C‑level executives which information sources they have started using more this year. White papers (28%) and company Web pages (24%) were the top answers.

The survey also revealed that the presence of a “share this” button makes the decision maker believe the collateral is more influential in 77% of the cases, despite the fact that the button “is in no way a claim to inherent quality or substance.”

For now, B2B tech decision makers are most likely to view collateral on their PCs and print out the material for further review. But in the past year, the number of executives who viewed collateral that included embedded audio and video jumped 10%, from 45% to 55%. The shift to the hybrid content positively influenced the impression of the collateral for 83% of respondents.

Eccolo Media analysts encourage B2B tech marketers to add “share this” buttons to their collateral, to embed multimedia content into written products, and to maintain up-​to-​date websites which is often the first touch point with a prospective client.

[Source: 2011 B2B Technology Collateral Survey Report. Eccolo Media. October 2011. Web. 16 Nov. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.