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Business Technology Marketing Benchmark Guide

MarketingSherpa has released it’s 5th Annual Business Technology Marketing Benchmark Guide for 2008 to 2009.

Business Technology Marketing Benchmark Guide 2008?09 features all new primary research gathered from more than 10,000 business technology buyers and nearly 1,000 marketers.

Key Highlights:

  • 90% of business people read their email with a client that blocks HTML images by default (e.g., Outlook). If images are blocked, opens can’t be counted, which may explain why email open rates have been declining.. Clickthrough rates may be a better metric to judge the effectiveness of emails.
  • Interactive sources of information (online user communities, events, webcasts, sales reps etc.) generally count heavily toward the ultimate technology purchase and should be weighed accordingly when considering marketing efforts.
  • You?ll be surprised at how quickly (or slowly) suppliers respond to engineer emails. Only 17% respond to email inquiries within 24 hours. Past studies show that delay loses white?hot opportunities.
  • Viral videos pack a punch. For established brands, viral can be a uniquely effective way to change brand perception at a corporate or product level. For emerging companies, there’s the potential for big brand building on a small budget.
  • While list quality accounts for up to 75% of a direct mail campaign’s success, offer testing and creative are the difference between ?good? and ?great? success.

Source: MarketingSherpa

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