Marketing to Technology Buyers

A study by KnowledgeStorm, in conjunction with MarketingSherpa, found the middle ground where the marketers' information meets buyers' demand.

Center for Media Research - Daily Brief
Tech Buyers Go Deep For Information and Bite on White Papers

Some findings may surprise the marketers who advertise to these technology buyers. Below are some abbreviated stats.

• 56 percent of technology buyers use search phrases of three or more words, 19 percent use boolean operators, 6 percent use one word or an acronym.
  
  
• 53 percent of technology buyers scan 3-5 pages of search results.
  
  
• Sponsored links are read by 53 percent of technology buyers "frequently" or "sometimes." Thirty-four percent click on the link or ad "sometimes" or "frequently."
  
  
• 80 percent of technology buyers say that "sometimes" to "frequently" offline marketing materials such as magazine advertisements or direct mail create sufficient interest for them to seek more information online.
  
  
• More than 80 percent of technology buyers consider the type of content, overview provided (72 percent) and source of content (69 percent) before they register for it.
  
  
• Almost 80 percent of technology buyers will register for a white paper, while only 38 percent will register for a demo and 31 percent for a Webcast.
  
  
• Over 50 percent of technology buyers fill out profiles when they register for technology content online, 43 percent of technology buyers provide valid personal email addresses.

Tags: technology, tech buyers, marketing to tech buyers