What Technology Buyers Really Want From RFID Vendors
What Technology Buyers Really Want From RFID Vendors
February 18, 2010
In an effort to help RFID Journal LIVE! exhibitors better connect with this year’s conference attendee, our firm, Spectrum Marketing & Communications, along with RFID Journal and Burnell Reports, recently hosted a vendor webinar that shared best practices for communicating with the RFID technology buyer.
The presentation was partially based on results of a survey that was conducted by Eccolo Media* www.eccolomedia.com, a San Francisco-based marketing firm specializing in the IT space. The survey, conducted in July 2009, asked B2B technology buyers across the United States what type of content they regularly consume when making purchasing decisions. Here are some of the report’s key findings:
White papers still the preferred source of information
Last year, 68 percent of survey respondents indicated that they’d read at least one white paper in the last six months. In 2009, that number increased to 77 percent, with the vast majority of respondents (84 percent) rating white papers as moderately to extremely influential when making final purchasing decisions. White papers were also identified as the most frequently shared collateral type, with 89 percent of respondents passing them along to others.
Video gaining popularity
In 2008, only 28 percent of respondents watched a video to prepare for making a purchasing decision. In influence, video was ranked fifth—dead last when compared with other types of collateral. Last year, however, nearly half (49 percent) of respondents had consumed video in the last six months. Clearly, video is gaining popularity as a credible information source.
Collateral is highly viral
One of the most compelling results from the 2008 survey was how routinely and frequently technology purchase decision makers and influencers shared collateral. This was again borne out by the 2009 survey. Not only is collateral highly viral, but it has a far greater reach than previously assumed. A full 89 percent of the people who influence or make technology decisions share white papers with others. Nearly as many (85 percent) share case studies; 81 percent share brochures/data sheets; 80 percent podcasts; and 79 percent video.
Technology buyers prefer to consume digital collateral—but there’s
still a place for print in their information mix
In 2008, those responsible for technology purchases preferred to read written content online rather than printing it out. The same thing was the case last year, where roughly 80 percent of respondents view written collateral in its digital form. Still, enough people still prefer to read printed versions, making it worthwhile to continue printing collateral for more traditional consumption.
Quality matters: Well-written content is the most influential
Technology purchasers—both influencers and decision makers—clearly appreciate a job well done when it comes to collateral. Fifty-one percent of respondents felt that high-quality writing is either very or extremely influential.
Add those who felt well-written collateral was “moderately” influential, and that number increased to 86 percent. And even though respondents of all kinds said they preferred to have collateral—particularly white papers—written by a third-party, good writing from a vendor trumped mediocre writing from an objective source.
What do you think? What type of collateral material do you consider most valuable? As an active member of the RFID Connect community, we thought it would be helpful to get your input.
* Eccolo Media 2009 B2B Technology Collateral Survey Report, www.eccolomedia.com
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Bob,
I would agree with your conclusions but I would add that even in this Internet age people still like to be comfortable with a vendor which usually includes a good personal relationship.
I couldn't agree with you more, David. Content is simply a tool to help establish credibility for your company and its positioning in the marketplace. Building meanigful, personal relationships is the ultimate objective. But that has to be earned over time.