B2Bridge - Marketing Communications

Where do technology buyers obtain information? And how do they use it?

Hans De Keulenaer — Wed, 29 Aug 2007 07:00:00 +0200

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.

Bringing trade fairs and conferences online

Hans De Keulenaer — Wed, 01 Aug 2007 12:30:30 +0200

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:

Landing pages, paths and cities

Hans De Keulenaer — Fri, 27 Jul 2007 16:45:29 +0200

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.

Topic "Briefing"

Diedert Debusscher — Thu, 07 Jun 2007 09:52:19 +0200

Group of people interested in the Topic "Briefing". Register for free to join the discussion on this topic.

Topic "Blogs in B2B"

Hans De Keulenaer — Sat, 16 Dec 2006 19:46:23 +0100

Group of people interested in the Topic "Blogs in B2B". Register for free to join the discussion on this topic.