Like last year, our 2009 survey indicates that marketers’ best use of their collateral budgets is to develop high-quality white papers. Hands down, they're considered the most influential type of content.
In 2008, 68 percent of survey respondents told us they’d read at least one white paper in the last six months. In 2009, we saw that number increase to 77 percent, with the vast majority of respondents (84 percent) rating white papers as moderately to extremely influential when making final purchasing decisions. Add in the fact that white papers are also the most frequently shared collateral type, with 89 percent of respondents passing them along to others, and you see why they are the must-have marketing tool.
Our 2009 B2B Technology Collateral Survey Report offers up all the details -- plus a few best practices that you can start applying to make the most of your white papers. Download the report right here.
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