Buyers look for research content online, from vendors and peers
The Proof: Most buyers will look for research online either through a general web search or by going to vendors’ websites. Three-quarters of buyers will also speak to a vendor or to peers and colleagues to find the research they need.
Approximately a quarter of buyers will contact an analyst firm and, adding weight to the case for social media to be used as a key information channel, a significant one in ten buyers will visit a social media site to find research to help them in the buying process.
Question: How do you look for research?
The Point:
Vendors should invest in email marketing and SEO to direct buyers to research-based content on appropriate website landing pages. Communication of vendor-generated research to analyst firms could also pay dividends. Vendors must now also explore social media channels in order to expose research based content to as many of their target buyers as possible. To do this effectively, vendors may need to consider new forms of research study packaging and presentation to suit the channel. However, most importantly, if the content addresses the needs and interests of the buyer, then vendors should facilitate content sharing and word-of-mouth through social media as well as the more traditional routes of media and influencer relations.Source: Vanson Bourne “Getting Past Irrelevant” Channels & Content Study
