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How B2B Tech Companies Market Products

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Which tactics, channels, and content types do B2B technology companies use most to market  products?

To find out, Regalix surveyed 640 senior marketing executives and business leaders about their product marketing practices (67% US-based; 33% international). Respondents were chosen from a range of B2B technology companies, including those specializing in software, hardware, cloud computing, and mobile.

Some 80% of respondents say they create marketing collateral to help market products; other common strategies include: sales enablement (71% carry out), defining positioning (70%), creating marketing plans (70%), launch planning (69%), and market research (67%).

Below, additional key findings from the report.

Digital Channels

Some 91% of respondents say they use their company's website to market products; 89% use email. 

Some 81% of respondents use LinkedIn to announce product launches; 71% use Twitter.

Content Types

Respondents say videos are the most "suitable" content pieces for introducing products and nurturing buyer interest.

Case studies are seen as the most suitable content type for presenting a mature product.

About the research: The report was based on data from a survey of 640 senior marketing executives and business leaders (67% US-based; 33% international).

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Vinay Bhagat, CEO TrustRadius Thu Apr 23, 2015 via web

    As the buyer's journey has evolved towards doing a lot more self-research prior to contacting sales, it sure seems like most B2B tech marketers have not re-aligned how they go to market. Noticeable absent from the list of tactics is creating independent social proof, e.g. reviews or even any form of customer advocacy.

    The recent Koa Marketing study you published about what B2B buyers seek on vendor websites provides some stark contrasts. 52% of buyers said that product reviews were a must have item. When asked what information was most lacking, 43% responded product reviews.

  • by Nikki Gore Thu Apr 23, 2015 via web

    It would be interesting to take this to the next level - not just what tactics are most used but what is the most effective at which stage of the buyer process.

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