B2Bridge

Technology buyers in developed countries have access to a wide variety of information sources. Therefore, the finding where US technology buyers get their information is surprising:"

...72% of technology buyers claimed that up to 75% of their knowledge of technology comes from vendor-sponsored content."

Where buyers obtain information will strongly depend on industry and country.

For example, in Germany has a culture of strong industry associations and high quality trade press. It will not come as a surprise that professional associations and their magazines are a prime source of information.

All conventional marketing techniques have their equivalent on the internet, with the exception of conferences & trade fairs. Indeed, how could one realise such intense information exchange and networking function in the virtual world?

This is about to change, with a California startup, Expo3D which develops virtual environments to communicate and interact with customers. The 3D system offers 3 desirable features:

Dave J has a good post on landing pages versus landing paths.

Wouldn't an urban rather than airport analogy work better? If websites are cities, we can think of pages as buildings and navigation as roads.

Landing pages become the gates to the city, and landing paths the avenues into the city.

But websites are tourist destinations rather than residential cities. So make sure major attractions (your white papers) are easily found. And find mechanisms for return visits, with the eventual goal of turning visitors into residents.