A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

A recent study conducted by KnowledgeStorm, in conjunction with MarketingSherpa, concludes that eighty percent of b-to-b tech buyers indicate that offline marketing materials will "frequently" or "often" drive them to specific sites. Once they reach their "content destination," technology buyers place greater value on certain types of marketing material and want to have a good idea what they're getting before they commit to registering for downloaded content. The study also concluded that an offline marketing program of magazine advertisements, direct mail, seminars or tradeshows has the advantage of increasing online activity.

Finding the right content and call to action within the offline programs can make a huge impact on the success of the online program. For example, knowing the tech buyers typically place the highest value on content like white papers and case studies to influence their buying (and registration) decisions, it follows that this same information should be referenced in all offline efforts. An effective way to do this is by providing executive summaries of the white papers and teaser information from case studies to drive the buyer back online for more information.

And, to bring the marketing efforts full circle, tech buyers now in increasing numbers use and participate in online activities such as interactive blogs, Wikis, RSS Feeds, podcasts, mobile messaging, etc. to acquire knowledge and information. Promoting these channels in the offline efforts (and seeding these channels with marketing communications) will strengthen the entire program and relationship with the tech buyer.