Websites are the most influential resource for tech buyers

The annual B2B Technology Collateral Survey by Eccolo Media asks C-level executives, VPs, directors, managers, developers/programmers, and technicians to identify which B2B collateral resources they used when making decisions about buying technology.

Once again, there are some great insights, and this year the study included online collateral as well as printed collateral.

Use of printed collateral is declining

One of the reasons for including more online content is that the consumption of printed white papers, case studies, and product brochures/datasheets has declined. Podcast and video consumption has stayed steady, but respondents have increased their use of company web pages, e-books, social media sites, blog posts, and Flash or PowerPoint presentations when buying technology.

All of the respondents use websites before buying

Corporate websites remain the primary location from which technology purchasers get information. One hundred percent of respondents to the survey reported reading company web content to evaluate a technology purchase. They arrived at the company website by searching (77%), through a link from a vendor email (46%), through a link from a colleague (34%), or via social media (19%).

Since search is so important to getting customers to this most influential channel, companies should make sure their websites are optimized for search, refreshed regularly, and linked to from all their other assets and communications.

To learn more about the study, register to download the free Eccolo Media B2B Technology Collateral Survey Report.