Trends for B-to-B Marketers to Focus Their Efforts in 2012

Today’s Internet-enabled customer has made it clear that they decide what content looks like and how it should be distributed. Content Marketing has emerged as the primary mode of engaging business prospects. This holds true especially in the technology sector where Eccolo Media, in the fall of 2011, released a report on the trends in marketing collateral. The survey, Eccolo Media 2011 B2B technology Collateral Survey Report is available free.

Customers expect that your collateral material will provide them with info they can use – not info on a particular product. Highlights of the survey include:

  • Users are consuming more content, but from a greater number of resources.
  • Social sharing buttons influence all type of content – 77% said if they had an easy way to share, they do.
  • Collateral goes Mobile – 37% consume content on tablets or smartphones.
  • Collateral goes interactive like embedded videos – 92% of users say it positively affected overall influence.

About the survey. This is the fourth year Eccolo Media has done it. They surveyed C-level executives and the survey represents 501 usable respondents.

One of the key take aways from this is that those of us who are developing content  should be considering a library of suitable content  for their marketing efforts.

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  1. tribalstylemarketing

    I’d like to highlight that one bullet point,

    [Collateral goes interactive like embedded videos – 92% of users say it positively affected overall influence.]

    Video makes money! Get your vids up there today.

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