B2B marketing is usually viewed as being behind the curve with regard to the online space. It has a reputation of being more traditional in its approach to how prospects and customers are reached and then developed. While this image of B2B marketers being less progressive than their B2C counterparts is warranted to a degree it appears as if that perception may be changing.
A recent study by Eccolo Media (which is a content marketing company so our research source antennae should be up class) shows that B2B technology buyers are expanding their marketing intake palette a bit. In other words, it’s not all white papers any more. Here is a snapshot of some of the ways that these tech folks are consuming marketing messages over the past six months.
These figures are showing that over the past six months B2B buyers are going to more options like web sites (oh no not those!), social media, blogs, video and more. What was once purely the domain of the white paper, tech B2B marketing may be changing to a more digital look. It only makes sense in the technology sector but maybe you were as surprised as I was to see that this sector isn’t as digital marketing savvy as you might suspect.
One additional finding of the study showed that the inclusion of a sharing option actually increases the perception of just how influential the content is. Here are the findings.
The report posits that maybe people perceive that content that is worth sharing carries more weight. In other words, if you, the marketer, want someone to share it then it has to be right? Unfortunately, in a world where less and less critical thinking is taking place this line of thought could be very real and something that needs to be considered in any marketing not just in the B2B space. You almost have to take advantage of the mindless passing along of information that is being fostered by social media etc even though it may not be of the highest quality “referral”.
Do you see significant differences in the way that B2B marketing is taken in? Is this shift toward more online collateral options a surprise? Did you think that the B2B space was even that much different than the B2C space?
So many questions with many potential pilgrim answers. Let us know your thoughts on this in the comment section.