6th
Eccolo 30 pages Survey Report as PDF about the Influence of Whitepapers, Casetudies, Podcasts, Videos, etc in the B2B purchasing decision making process
Key findings
-Seventy-seven percent of respondents said they’d read at least one white paper in the last six months, with 84 percent of them rating white papers as moderately to extremely influential when making technology-purchasing decisions.
-Nearly half (49%) of respondents said they had watched a vendor’s video while considering a technology purchase, up from 1 in five in 2008.
-Collateral is more viral than ever: 89 percent respondents said they share white papers with others, while 85 percent share case studies, 81 percent share brochures or data sheets; 80 percent share podcasts; and 79 percent share video.
-People prefer to consume collateral from their desktop – in fact, only 1 in 4 surveyed even print out an online document.
- Data sheets and brochures were considered least influential written collateral but were also the most consumed type, indicating they are still valuable “table stakes” in helping solidify a brand’s product messages with potential buyers.
-Good writing matters: 86 percent of respondents felt that high-quality writing was at least moderately influential; 51 percent ranked good writing as either very or extremely influential. By contrast, poor quality writing was the most frequent reason respondents gave for decreasing the influence of a white paper.
