A study of 3000 B2B technology marketers done by MarketingSherpa for Knowledge Storm found that they like what they're doing. But do they know any different?
Seventy five percent of marketers create white papers and -- surprise of surprises -- 72 percent of prospects said they use them and 58 percent say they love to pass them along. So I'm wondering if these guys love what they are currently doing because they haven't really experimented with things that are new, different, difficult or costly.
And while white papers get good marks in the study, there is an appetite for articles that exceeds supply and a data to suggest that case studies and product literature get much less attention from prospects even though they are produced in prodigious amounts by marketers.
But what about the cool stuff that truly engages prospects? Why no mention of calculators, viral games, animated schematics. product demos built on gaming principles or podcasts, communities or videos? Too many of the content creators are fat and happy with the status quo. These kind of studies keep them from experimenting with new and different ways to engage and qualify prospects.
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Posted by: Aimadult | December 11, 2009 at 11:53 AM