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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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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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