By Steve Reside
It used to be that a potential tech customer became aware of a solution by hearing about it from a colleague, reading trade magazines, attending industry sponsored shows, or receiving some form of what Seth Godin has coined interruption marketing. B2B marketers played the interruption game by cold calling, buying ads in magazines, or sending out direct mail items in the hopes of getting in front of the right person at the right time.
Today it’s a different game. Internet-savvy buyers are much better at seeking out information for themselves and filtering out unwanted (unrequested) marketing messages. Increasingly, when buyers need to find a solution, they search it out using Google, check out blogs, and news sites, and take part in on-line forums.
Findings from a recent study published by Marketing Sherpa, show that the overwhelming majority (more than 75%) of technology buyers conduct their buying research on-line, yet B2B marketers are still spending a disproportionate percentage of their content marketing dollars off line (40%).
Where are you putting your marketing dollars and efforts? If you aren’t finding ways to make it easy for prospects find you (Search Engine Marketing, Search Engine Optimization) and engaging with them about how your solution can solve their problems (blogs, podcasts, forums), then you’re missing out on a big part of the conversation and The New Way Things Are.
(Steve Reside is Vice President and Creative Director of market2world communications inc., Canada's Web 2.0 tech product launch and public relations agency.)