3
Research Objective
Give SMB marketers a current perspective on SMB content preferences
• How important are these formats to SMBs?
• How often do SMBs use them?
• For which product categories?
• What format do they prefer, and what length?
• What do they look for in each format?
• Where do they look for them?
4
MethodologyMethodology
How
• 15-minute online survey
Who
• 532 principals of U.S. companies with <500 employees• 226 with <20 employees• 204 with 20-99 employees• 102 with 100-500 employees• Any industry• See slides 33-36 for participant demographics
When
• May 23 – 29, 2014
1
2
3
Research report
Product section of a vendor’s website
Peer / colleague
Case study
Call from or meeting with sales representative
Resource section of a vendor’s website
eBook / guide / handbook
Video on vendor website
Analyst report
Event or trade show
Webinar/webcast
Forum or discussion board
Email newsletter
White paper
Print newsletter
Newspaper / magazine (print or online)
Press release
Postcard, letter or catalog in the mail
Blog
One-off email
YouTube
Audio podcast
Infographic
TV
Banner ad on a website
Radio
Outdoor billboard or signage
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Awareness Research Purchase
For each of these sources / formats, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format.
Sales Stage Influences
6N=505
SMBs learn about products and services through mass and social media, then research through peers and long-form content, and use a call or meeting with a sales representative to make a purchase decision.
Case Study
Webinar / Webcast
White Paper
For each sources / format below, please indicate which you are most likely to view on a desktop / laptop; a smartphone such as an iPhone or Samsung Galaxy; or a tablet such as an iPad or Surface.
Content Viewing Platforms
7Top-two boxN=300
SMBs are most likely to view an Analyst report on their computer, while they use smart phones for Twitter, and view YouTube on their Tablet.
TwitterFacebookYouTube
Audio podcastOne-off email
eBook / guide / handbookGoogle
LinkedInEmail newsletter
Video on vendor websiteBlog
Press releaseBanner ad on a website
Forum or discussion boardInfographic
Webinar/webcastWhite paper
Newspaper / magazine siteResource section of a vendor’s website
Research reportCase study
Product section of a vendor’s websiteAnalyst report
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Desktop / laptop Smart-phone Tablet
Case Study
White PaperWebinar / Webcast
How important to you are customer stories or case studies when you are considering buying a new product or service for your business?
Case Studies: Importance
9Top-two boxN=522
Case studies are important when SMBs are considering a business purchase
Not at all important
Somewhat important
Important
Very important
0% 5% 10% 15% 20% 25% 30% 35%
How often do you read or view customer stories or case studies when you are considering buying a new product or service for your business?
Case Studies: Frequency of Use
10 N=529
The majority of SMBs read case studies for most or all purchase decisions
Never
Rarely
Sometimes
Most of the time
Always
0% 5% 10% 15% 20% 25% 30% 35%
On a scale of 1 (not at all important) to 5 (very important), how important are customer stories or case studies when you are considering a product or service from a vendor in each of these categories:
Case Studies: Product Category
11 N=529
SMBs rate case studies most important for technology
Social media companies (e.g., Facebook, Google, LinkedIn, Twitter)
Office supply stores / print centers
Overnight package delivery companies
Employee recruiting services / temp agencies
Credit cards
Marketing services (e.g., online advertising, email / social media marketing)
Payroll service providers
Phone (i.e., non-cellphone) company/ies
Banks (e.g., checking accounts, loans, online payments)
Retirement plan providers
Internet access providers / website hosts
Insurance companies (e.g., business insurance; employee life and health insurance)
Software companies
Business travel: airlines, hotels, rental cars etc.
Cellphone / smartphone; cellphone service
Local technology solution providers
Technology hardware (i.e., PCs, printers, servers) manufacturers
0% 10% 20% 30% 40% 50% 60%
What format do you prefer customer stories or case studies to be in?
Case Studies: Format
12
SMBs prefer to read case studies online
34%
56%
10%
Print (i.e., paper)
Online PDF or HTML
Video
N=529
What is the best length for a written (print or PDF) customer story or case study?
Written Case Studies: Length
13
One page is the best length for a written customer story or case study
41%
39%
15%
5%
One page
Two pages
Three or four pages
More than four pages
N=533
What is the best length for a video customer story or case study?
Video Case Studies: Length
14
Two or three minutes is the preferred length for a video customer story or case study
25%
42%
26%
8%
Less than two minutes
Two or three minutes
Four or five minutes
More than five minutes
N=533
On a scale of 1 (not at all important) to 5 (very important), please rate how important each of these aspects of a customer story or case study is to you.
Case Studies: Attributes
15
Case studies should be easy to read, and provide specific benefits / results
The story was rated highly by previous readers / viewers
The featured company is about the same size as my company
The story is visually interesting or compelling
The story is short
The featured company is in my industry
The story was recommended by a peer / colleague
The challenges faced by the featured company are similar to mine
The story describes the specific results the company achieved
The story clearly describes the benefits of the relevant product or service
The story is easy to read or view
0% 10% 20% 30% 40% 50% 60% 70%
N=527
On a scale of 1 (do not like) to 5 (like very much), please rate how much you like each of these ways to access customer stories or case studies.
Case Studies: Access
16
SMBs look to your site and emails first for case studies
On vendor’s Twitter feed
On vendor’s Facebook page
On vendor’s Google page
On vendor’s LinkedIn page or group
Via text message from vendor
On vendor’s YouTube channel
On third party sites / newsletters
Via email from vendor
Find online via search
On vendor’s website
0% 10% 20% 30% 40% 50% 60% 70%
N=523
In general, how important to you are white papers when you are considering buying a new product or service for your business?
White Papers: Importance
18
Over half of SMBs consider rate white papers important when considering a new product or service
Not at all important
Somewhat important
Important
Very important
0% 5% 10% 15% 20% 25% 30% 35%
N=532
How often do you read white papers when you are considering buying a new product or service for your business?
White Papers: Frequency
19
SMBs often read white papers when considering a new product or service for their business
Never
Rarely
Sometimes
Most of the time
Always
0% 5% 10% 15% 20% 25% 30%
N=530
On a scale of 1 (not at all important) to 5 (very important), how important are white papers when you are considering a product or service from vendors in each of these categories:
White Papers: Product Category
20Top-two boxN=524
White papers are most important for technology hardware, retirement plans and software
Social media companies (e.g., Facebook, Google, LinkedIn, Twitter)
Overnight package delivery companies
Office supply stores / print centers
Employee recruiting services / temp agencies
Cellphone / smartphone; cellphone service
Marketing services (e.g., online advertising, email / social media marketing)
Business travel: airlines, hotels, rental cars etc.
Phone (i.e., non-cellphone) company/ies
Internet access providers / website hosts
Credit cards
Payroll service providers
Local technology solution providers
Banks (e.g., checking accounts, loans, online payments)
Insurance companies (e.g., business insurance; employee life and health insurance)
Software companies
Retirement plan providers
Technology hardware (i.e., PCs, printers, servers) manufacturers
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
What is the best length for a white paper?
White Papers: Length
21
Two to three pages is the best length for a white paper
70%
26%
4%
Two to three pages
Four to six pages
More than six pages
N=518
On a scale of 1 (not at all important) to 5 (very important), please rate how important each of these aspects of a white paper is to you.
White Papers: Attributes
22Top-two boxN=518
White papers should be easy to read, and provide product detail
It includes or links to relevant videos, interactive elements or other information
It is rated highly by previous viewers
It is written by a third-party subject matter expert
It is written by a subject matter expert from the sponsoring company
It is non-promotional
It is focused on a business challenge I am facing, such as increasing sales or managing IT
It provides examples of users who have tried the product or service
It is recommended by a peer / colleague
It provides data from a relevant survey
It provides technical detail on the product or service I am interested in
It is well-designed and easy to read
0% 10% 20% 30% 40% 50% 60% 70%
On a scale of 1 (do not like) to 5 (like very much), please rate how much you like each of these ways to access white papers.
White Papers: Access
23Top-two boxN=524
Like case studies, SMBs prefer to access white papers online or via email
On vendor’s Twitter feed
On vendor’s Google page
On vendor’s LinkedIn page or group
On vendor’s Facebook page
On vendor’s YouTube channel
Via text message from vendor
On third-party sites or newsletters
Via email from vendor
On vendor’s website
Find online via search
0% 10% 20% 30% 40% 50% 60%
In general, how important to you are webcasts when you are considering buying a new product or service for your business?
Webcasts: Importance
25
SMBs do not consider webcasts as important as case studies or white papers
Not at all important
Somewhat important
Important
Very important
0% 5% 10% 15% 20% 25% 30%
N=527
How often do you view webcasts when you are considering buying a new product or service for your business?
Webcasts: Frequency
26
Probably because they are ephemeral, SMBs don’t rely on webcasts
Never
Rarely
Sometimes
Most of the time
Always
0% 5% 10% 15% 20% 25% 30%
N=530
On a scale of 1 (not at all important) to 5 (very important), how important are webcasts when you are considering a product or service from vendors in each of these categories:
Webcasts: Product Category
27
SMBs consider webcasts most important for technology purchases
Social media companies (e.g., Facebook, Google, LinkedIn, Twitter)
Overnight package delivery companies
Payroll service providers
Banks (e.g., checking accounts, loans, online payments)
Credit cards
Office supply stores / print centers
Phone (i.e., non-cellphone) company/ies
Insurance companies (e.g., business insurance; employee life and health insurance)
Employee recruiting services / temp agencies
Business travel: airlines, hotels, rental cars etc.
Internet access providers / website hosts
Marketing services (e.g., online advertising, email / social media marketing)
Retirement plan providers
Cellphone / smartphone; cellphone service
Software companies
Local technology solution providers
Technology hardware (i.e., PCs, printers, servers) manufacturers
0% 5% 10% 15% 20% 25% 30% 35% 40%
Top-two boxN=523
What is the best length for a webcast?
Webcasts: Length
28
SMBs prefer short webcasts
59%
30%
8%3%
No more than 15 minutes15 to 30 minutes30 to 45 minutes45 minutes to an hour
N=526
On a scale of 1 (not at all important) to 5 (very important), please rate how important each of these aspects of a webcast is to you.
Webcasts: Attributes
29Top-two boxN=526
Webcasts should focus on a product or service first and foremost
It features a senior executive from the sponsoring company
It features an expert third-party presenter
It is rated highly by previous viewers
It is non-promotional
It features a company in my industry
It features a company with the same kind of challenges I am facing
It focused on a business challenge I am facing, such as increasing sales or managing IT
It is recommended by a peer / colleague
It focuses on a product or service I am interested in
0% 10% 20% 30% 40% 50% 60% 70% 80%
On a scale of 1 (do not like) to 5 (like very much), please rate how much you like each of these ways to learn about webcasts.
Webcasts: Access
30
SMBs like to learn about webcasts via search, or on your site or via your email
On vendor’s Twitter feed
On vendor’s Google page
On vendor’s LinkedIn page or group
On vendor’s Facebook page
Via text message from vendor
On vendor’s YouTube channel
On third-party sites or newsletters
Via email from vendor
On vendor’s website
Find online via search
0% 10% 20% 30% 40% 50% 60%
Top-two boxN=527
Stu Richards, [email protected]: @SBDF
Keep all content short, informative and easy to comprehend
Talk to the SMB content experts at Bredin
Keep a steady stream of white papers and webcasts coming, for awareness and research
Join me for our next Fastcast, Content Marketing for SMB Lead Gen, at 1pmE on Thursday August 7
✔
✔
✔
✔
✔ Provide PDF / HTML case studies for a wide range of use cases
Five To-Do’s
31
Sample Characteristics
Owner, Founder, Manager, Partner, CxO, etc.
100%Title
Industry
N=535
N=522
33
22%
28%
48%Less than one year
One to five years
Six to 10 years
More than 10 years
N=532
Company Size
Growth Rate
Years in Business
43%
38%
19%
1-1920-99100-500
36%
27%
38% Up by 10% or more
Up, by less than 10%
No Growth
N=532
N=538
Sample Characteristics
35
Sample Characteristics
36
REGION
N=534
Midwest18%
West24%
South34%
Northeast24%
Sample Characteristics
38
Significance Testing Key
Headcount1-19 = S20-99 = M100-500 = L20-500 = o20
GenderMale = MFemale = F
Age18-34 = Y35-49 = M50+ = O
Business Age<5 years = u56-10 years = M10+ years = o10
2014 GrowthUp >10% = FGUp <10% = SGNone/decline = NG
GeographyNortheast = NESouth = SMidwest = MWWest = W
IndustryM = Construction, Mining, Science, etc. PS = Business services, Healthcare, Marketing, Media, etc. RW = Food service, Arts & Entertainment, Real Estate, Retail, Wholesale, etc. O = Administrative, Waste Management & Remediation Service, Other Services
39
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format.
Analyst report 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness L- O+
Research Y-
Purchase O-, Y+ L+, O20+, S-
Audio podcast 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness M+, Y- L-, S+
Research Y+ L+ M-
Purchase Y+ M+, O20+, S-
Banner ad on a website 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness FG-, NG+ O+, Y- M-, O10+ L-, O20-, S+
Research NG- L+, O20+, S-
Purchase FG+ O-, Y+ O10- L+, O20+, S-
40
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format. (continued)
Blog 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness NG+ O+, Y- O10+ L-, O20-, S+
Research NG-, SG+ O-, Y+ L+
Purchase O-, Y+ NE+ L+, M+, O20+, S-
Call or meeting with sales representative 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness SG- O+
Research
Purchase SG+ O-
Case Study 2014 Growth
Age Business Age Gender Geography Headcount Industry
Awareness Y- U5- O+
Research O-
Purchase O-, Y+ M+, O10-, U5+ L+, M+, O20+, S-
41
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format. (continued)
ebook / guide / handbook 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness O+
Research O-
Purchase O-, Y+ O10- L+, O20+, S-
Email newsletter 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness Y- L-, S+
Research
Purchase O-, Y+ O10-, U5+ L+, O20+, S-
Event or tradeshow 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness Y- NE- L-, O20-, S+
Research L+
Purchase O-, Y+ MW-, NE+ S-
42
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format. (continued)
Facebook 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness O+, Y- M-, O10+ MW+ L-, M-, O20-, S+
Research SG+ O-, Y+ M+, O10- MW- L+, O20+, S-
Purchase O-, Y+ M+ L+, O20+, S-
Forum or discussion board 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness O+, Y- L-, S+
Research
Purchase O-, Y+ L+, O20+, S-
Google + 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness O+, Y- L-, O20-, S+
Research NG- Y+ L+, O20+, S-
Purchase O-, Y+ L+, O20+, S-
43
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format. (continued)
Infographic 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness NG+ O+, Y- M-, O10+ NE-, W+ L-, M-, O20-, S+
Research SG+ NE+, W- S- O-
Purchase O-, Y+ M+ L+, O20+, S-
LinkedIn 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness NG+ O+, Y- M-, O10+ MW+, NE- L-, O20-, S+
Research NG-, SG+ Y+ M+, O10- NE+ L+, O20+, S-
Purchase O-, Y+ L+, O20+, S-
Newspaper / magazine (print or online) 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness Y- O10+, U5- F-, M+ L-, O20-, S+
Research U5+
Purchase O-, Y+ O10- L+, O20+, S-
44
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format. (continued)
One-off email 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness M+, Y- M-, O10+ M+ L-, O20-, S+
Research M-, Y+ L+, S-
Purchase O-, Y+ O10-, U5+ S-
Outdoor billboard or signage 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness O+, Y- M-, O10+ L-, M-, O20-, S+ PS-
Research L+, O20+, S-
Purchase O-, Y+ O10- L+, M+, O20+, S-
Peer / colleague 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness
Research
Purchase M-
45
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format. (continued)
Postcard, letter or catalog in the mail 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness Y- L-, O20-, S+
Research L+
Purchase O-, Y+ M+ L+, O20+, S-
Press release 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness NG+ O+, Y- O10+, U5- L-, O20-, S+
Research SG+ Y+ U5+ L+, O20+, S-
Purchase O-, Y+ L+, O20+, S-
Print newsletter 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness Y- U5- L-, M-, O20-, S+
Research O-
Purchase O-, Y+ O10- L+, O20+, S-
46
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format. (continued)
Product section of a vendor’s website 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness
Research L+
Purchase
Radio 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness O+, Y- M-, O10+ MW+, NE- L-, O20-, S+ M+
Research Y+ NE+ L+, O20+, S-
Purchase O-, Y+ M+, O10- MW- L+, O20+, S-
Research report 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness U5- O+
Research O-
Purchase O-, Y+ M+, O20+, S-
47
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format. (continued)
Resource or section of a vendor’s website 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness O+
Research O-
Purchase O-, Y+ L+, O20+, S-
TV 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness FG-, NG+ O+, Y- M-, O10+ L-, O20-, S+
Research NG- O-, Y+ M+, O10- L+, O20+, S-
Purchase O-, Y+ L+, O20+, S-
Twitter 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness NG+ O+, Y- M-, O10+, U5- MW+ L-, M-, O20-,
S+
Research Y+ O10-, U5+ L+, O20+, S-
Purchase O-, Y+ M+ MW- L+, O20+, S-
48
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format. (continued)
Video on vendor website 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness Y- O10+ M-, O20-, S+ O+
Research
Purchase NG- O-, Y+ MW- O20+, S-
Webinar / webcast 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness O+, Y- O10+, U5- MW+ L-, O20-, S+ O+, PS-
Research L+ O-
Purchase O-, Y+ M+, O20+, S- O-
White paper 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Awareness Y- L-, O20-, S+ O+, PS-
Research L+
Purchase O-, Y+ U5+ MW- L+, M+, O20+, S-
49
Purchase CycleFor each of the sources / formats below, please select the stage in the purchase cycle – awareness (i.e. where you first learn about a product or service), research (i.e. investigation / evaluation) or purchase – where you are most likely to use that source / format. (continued)
You Tube 2014 Growth
AgeBusines
s AgeGender Geography Headcount Industry
Awareness O+, Y- O10+ MW+ L-, O20-, S+
Research M+ L+, S-
Purchase O-, Y+ L+, M+, O20+, S- RW-
50
Content PlatformsFor each sources / format below, please indicate which you are most likely to view on a desktop / laptop; a smartphone such as an iPhone or Samsung Galaxy; or a tablet such as an iPad or Surface.
Analyst report 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Desktop / laptop NG+, SG- O+, Y- M-, O10+ L-, O20-, S+ PS-
Smartphone SG+ O-, Y+ M+, O10- L+, O20+, S-
Tablet Y+ L+, S-
Audio podcast 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Desktop / laptop NG+, SG- O+, Y- L-, M-, O20-, S+
Smartphone NG- O-, Y+ O10- L+, M+, O20+, S-
Tablet NG-, SG+ O-
Banner ad on a website 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Desktop / laptop FG-, NG+ O+, Y- L-, M-, O20-, S+ O+
Smartphone O-, Y+ L+, M+, O20+, S-
Tablet FG+, NG- O-, Y+ L+, O20+, S-
51
Content PlatformsFor each sources / format below, please indicate which you are most likely to view on a desktop / laptop; a smartphone such as an iPhone or Samsung Galaxy; or a tablet such as an iPad or Surface.
Blog 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop FG-, NG+ O+, Y- O10+ L-, M-, O20-, S+
Smartphone FG+, NG- O-, Y+ MW- L+, M+, O20+, S- M+, RW-
Tablet O-, Y+ L+, S-
Case study 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop NG+, SG- O+, Y- O10+ L-, M-, O20-, S+ PS-
Smartphone NG-, SG+ O-, Y+ M+, O10- L+, M+, O20+, S-
Tablet O-, Y+ L+, O20+, S-
eBook / guide / handbook 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop NG+ O+, Y- M-, O10+ MW+ L-, M-, O20-, S+
Smartphone FG+, NG- O-, Y+ M+, O10- MW- L+, O20+, S- M+, RW-
Tablet NG-, SG+ M+, O-, Y+ M+, O20+, S-
52
Content PlatformsFor each sources / format below, please indicate which you are most likely to view on a desktop / laptop; a smartphone such as an iPhone or Samsung Galaxy; or a tablet such as an iPad or Surface.
Email newsletter 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop FG-, NG+ O+, Y- M-, O10+ MW+ L-, M-, O20-, S+ O+
Smartphone FG+, NG- O-, Y+ M+, O10- L+, O20+, S- O-
Tablet O-, Y+ L+, O20+, S-
Facebook 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop FG-, NG+, SG- O+, Y- M-, O10+, U5- MW+ L-, M-, O20-, S+ O+
Smartphone FG+, NG- O-, Y+ M+, O10-, U5+ MW- L+, M+, O20+, S- O-, PS+
Tablet S-
Forum or discussion board 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop NG+, SG- O+, Y- M-, O10+ MW+ L-, M-, O20-, S+
Smartphone NG- O-, Y+ M+, O10- NE+ L+, M+, O20+, S- O-
Tablet O-, Y+ M+, S-
53
Content PlatformsFor each sources / format below, please indicate which you are most likely to view on a desktop / laptop; a smartphone such as an iPhone or Samsung Galaxy; or a tablet such as an iPad or Surface.
Google+ 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop NG+ O+, Y- M-, O10+ MW+ L-, M-, O20-, S+ PS-
Smartphone NG- O-, Y+ M+ MW-, S+ L+, M+, O20+, S-
Tablet
Infographic 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop FG-, NG+ O+, Y- M-, O10+ MW+ L-, M-, O20-, S+ PS-
Smartphone NG-, SG+ O-, Y+ M+, O10- S+, W- L+, M+, O20+, S- PS+
Tablet Y+ W+ L+, S-
LinkedIn 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop FG-, NG+ O+, Y- M-, O10+ L-, M-, O20-, S+
Smartphone FG+, NG- O-, Y+ M+, O10- L+, O20+, S-
Tablet S-
54
Content PlatformsFor each sources / format below, please indicate which you are most likely to view on a desktop / laptop; a smartphone such as an iPhone or Samsung Galaxy; or a tablet such as an iPad or Surface.
Newspaper / magazine site 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop NG+ M-, O+, Y- O10+, U5- L-, M-, O20-, S+
Smartphone O-, Y+ L+, M+, O20+, S- PS+
Tablet NG- M+, O-, Y+ U5+ M+, O20+, S-
One-off email 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop FG-, NG+ O+, Y- M-, O10+ MW+ L-, M-, O20-, S+
Smartphone FG+, NG- O-, Y+ M+, O10- MW- L+, M+, O20+, S-
Tablet O-, Y+ S-
Press release 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop NG+ O+, Y- M-, O10+ MW+ L-, M-, O20-, S+
Smartphone M+, O-, Y+ M+, O10- L+, M+, O20+, S-
Tablet O-, Y+
55
Content PlatformsFor each sources / format below, please indicate which you are most likely to view on a desktop / laptop; a smartphone such as an iPhone or Samsung Galaxy; or a tablet such as an iPad or Surface.
Product section of a vendor’s website 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Desktop / laptop NG+ O+, Y- M-, O10+ L-, M-, O20-, S+ PS-
Smartphone O-, Y+ M+, O10- L+, M+, O20+, S-
Tablet O-, Y+ L+ O-
Research report 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Desktop / laptop NG+, SG- O+, Y- M-, O10+ MW+ L-, M-, O20-, S+ PS-
Smartphone NG-, SG+ O-, Y+ M+, O10- L+, M+, O20+, S-
Tablet O-, Y+ L+, O20+, S-
Resource section of a vendor’s website 2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Desktop / laptop NG+ O+, Y- M-, O10+ MW+ L-, O20-, S+
Smartphone FG+, NG- O-, Y+ O10- L+, O20+, S-
Tablet Y+ L+, S-
56
Content PlatformsFor each sources / format below, please indicate which you are most likely to view on a desktop / laptop; a smartphone such as an iPhone or Samsung Galaxy; or a tablet such as an iPad or Surface.
Twitter 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop FG-, NG+ O+, Y- O10+ L-, M-, O20-, S+ O+
Smartphone NG- M+, O-, Y+ O10- M+, O20+, S- O-
Tablet NG- O-, Y+ L+, O20+, S-
Video on vendor website 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop FG-, NG+ M-, O+, Y- M-, O10+, U5- MW+ L-, M-, O20-, S+
Smartphone FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S-
Tablet O-, Y+ L+, O20+, S-
Webinar / webcast 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop NG+ O+, Y- M-, O10+ MW+ L-, M-, O20-, S+
Smartphone O-, Y+ M+ L+, O20+, S-
Tablet O-, Y+ U5+ M+, O20+, S-
57
Content PlatformsFor each sources / format below, please indicate which you are most likely to view on a desktop / laptop; a smartphone such as an iPhone or Samsung Galaxy; or a tablet such as an iPad or Surface.
White paper 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop NG+ O+, Y- M-, O10+, U5- MW+ L-, M-, O20-, S+ M+, PS-
Smartphone O-, Y+ M+, O10- MW- L+, O20+, S- PS+
Tablet Y+ S- M-
YouTube 2014 Growth Age Business Age Gender Geography Headcount Industry
Desktop / laptop FG-, NG+ O+, Y- O10+ MW+ L-, M-, O20-, S+ O+
Smartphone NG- O-, Y+ M+, O10- MW- L+, M+, O20+, S- M+
Tablet Y+ M+, O20+, S-
58
Case Studies
How important to you are customer stories or case studies when you are considering buying a new product or service for your business?
2014 Growth Age Business Age Gender Geography Headcount Industry
Very important FG+, NG- Y+ O10- F+, M- L+, M+, O20+, S-
Important
Somewhat important FG-, NG+ Y- O10+ L-, M-, O20-, S+
Not at all important L-, S+
59
Case Studies
How often do you read or view customer stories or case studies when you are considering buying a new product or service for your business?
2014 Growth Age Business Age Gender Geography Headcount Industry
Always FG+, NG- Y+ F+, M- L+, M+, O20+, S-
Most of the time M+ S- M+
Sometimes FG-, NG+ Y- L-, M-, O20-, S+
Rarely Y- O10+, U5- MW+ O20-, S+
Never NG+
60
Case Studies
On a scale of 1 (not at all important) to 5 (very important), how important are customer stories or case studies when you are considering a product or service from a vendor in each of these categories: (Top-two)
2014 Growth AgeBusiness
AgeGender Geography Headcount Industry
Banks (e.g., checking accounts, loans, online payments) FG+, NG-, SG+ O-, Y+ M+, O10- S+ L+, M+, O20+, S-
Business travel: airlines, hotels, rental cars etc. NG- O-, Y+ L+, M+, O20+, S-
Cellphone / smartphone; cellphone service FG+, NG- O-, Y+ M+, O10- F+, M- S+ L+, M+, O20+, S- O-
Credit cards FG+, NG- O-, Y+ M+, O10- MW-, S+ L+, M+, O20+, S- O- Employee recruiting services / temp agencies FG+, NG- O-, Y+ M+, O10- F+, M- L+, M+, O20+, S- O-
Insurance companies (e.g., business insurance; employee life and health insurance)
FG+, NG- O-, Y+ M+, O10- MW- L+, M+, O20+, S- O-, PS+
Internet access providers / website hosts FG+, NG- O-, Y+ F+, M- S+ L+, M+, O20+, S-
Local technology solution providers FG+, NG- O-, Y+ F+ S+ M+, O20+, S- O-
Marketing services (e.g., online advertising, email / social media marketing)
FG+, NG- M+, O-, Y+ M+, O10- L+, M+, O20+, S- O-
Office supply stores / print centers FG+, NG- O-, Y+ M+, O10- M+, O20+, S-
Overnight package delivery companies FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S- O-
61
Case Studies
On a scale of 1 (not at all important) to 5 (very important), how important are customer stories or case studies when you are considering a product or service from a vendor in each of these categories: (Top-two)
2014 Growth AgeBusiness
AgeGender Geography Headcount Industry
Payroll service providers FG+, NG- O-, Y+ M+, O10- MW-, S+ L+, M+, O20+, S- O-
Phone (i.e., non-cellphone) company/ies NG- M+, O-, Y+ O10- L+, M+, O20+, S- O-
Retirement plan providers FG+, NG- M+, O-, Y+ M+, O10- L+, M+, O20+, S- O-
Social media companies (e.g., Facebook, Google+, LinkedIn, Twitter)
FG+, NG- O-, Y+ M+, O10- F+, M- L+, M+, O20+, S- O-
Software companies FG+, NG- M+, O-, Y+ M+ MW- L+, M+, O20+, S- O-, PS+
Technology hardware (i.e., PCs, printers, servers) manufacturers FG+, NG- O-, Y+ M+ L+, M+, O20+, S- O-
62
Case Studies
On a scale of 1 (not at all important) to 5 (very important), please rate how important each of these aspects of a customer story or case study is to you: (Top-two)
2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
The challenges faced by the featured company are similar to mine FG+, NG- O-, PS+
The featured company is about the same size as my company
NG- F+, M- L+, O20+, S- PS+
The featured company is in my industry Y+ S- O-
The story clearly describes the benefits of the relevant product or service
FG+, NG- F+, M- O-
The story describes the specific results the company achieved FG+, NG- O-, PS+
The story is easy to read or view M- PS+
The story is short NG- S-
The story is visually interesting or compelling Y+ M- L+, M+, O20+, S-
The story was rated highly by previous readers / viewers O-, Y+ L+, M+, O20+, S-
The story was recommended by a peer / colleague NG- Y+ M+, O20+, S- PS+
63
Case Studies
On a scale of 1 (do not like) to 5 (like very much), please rate how much you like each of these ways to access customer stories or case studies.
2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Find online via search O-, Y+ M+, O20+, S- O-
On third party sites / newsletters O-, Y+ M+, O10- L+, M+, O20+, S-
On vendor’s Facebook page NG- O-, Y+ M+, O10- L+, M+, O20+, S-
On vendor’s Google+ page FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S-
On vendor’s LinkedIn page or group FG+, NG- O-, Y+ M+, O10- MW- L+, M+, O20+, S- O-
On vendor’s Twitter feed O-, Y+ M+, O10- MW- L+, M+, O20+, S- PS+
On vendor’s website FG+, NG- O-, Y+ M+, O20+, S- O-
On vendor’s YouTube channel NG- O-, Y+ M+, O10- MW- L+, M+, O20+, S-
Via email from vendor FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S-
Via text message from vendor NG-, SG+ O-, Y+ M+, O10- L+, M+, O20+, S-
64
Case Studies
What is the best length for a written (print or PDF) customer story or case study?
2014 Growth Age Business Age Gender Geography Headcount Industry
One page NG+ Y- L-, M-, O20-, S+ O+
Two pages O20+, S-
Three or four pages
More than four pages
65
Case Studies
What is the best length for a video customer story or case study?
2014 Growth Age Business Age Gender Geography Headcount Industry
Less than two minutes
Two or three minutes
Four or five minutes
More than five minutes FG+ M+ L+, O20+, S-
Less than two minutes
Two or three minutes
66
White Papers
In general, how important to you are white papers when you are considering buying a new product or service for your business?
2014 Growth Age Business Age Gender Geography Headcount Industry
Very important FG+ Y+ O10- L+, M+, O20+, S-
Important M+ O-, PS+
Somewhat important Y- M- S+
Not at all important NG+, SG- Y- L-, M-, O20-, S+ O+, PS-
67
White Papers
How often do you read white papers when you are considering buying a new product or service for your business?
2014 Growth Age Business Age Gender Geography Headcount Industry
Always FG+ Y+ L+, M+, O20+, S-
Most of the time NG- M+ M+, O20+, S-
Sometimes Y- M- S+
Rarely NG+ Y- L-, O20-, S+
Never NG+, SG- Y- L-, M-, O20-, S+ O+, PS-
68
White Papers
On a scale of 1 (not at all important) to 5 (very important), how important are white papers when you are considering a product or service from vendors in each of these categories: (Top-two)
2014 Growth AgeBusiness
AgeGender Geography Headcount Industry
Banks (e.g., checking accounts, loans, online payments) FG+, NG- O-, Y+ M+ L+, M+, O20+, S- O-
Business travel: airlines, hotels, rental cars etc. NG- O-, Y+ M+, O10- L+, M+, O20+, S-
Cellphone / smartphone; cellphone service NG- O-, Y+ M+ L+, M+, O20+, S- O-, PS+
Credit cards NG- O-, Y+ M+, O10- M- L+, M+, O20+, S- O-
Employee recruiting services / temp agencies FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S- O-, PS+
Insurance companies (e.g., business insurance; employee life and health insurance)
FG+, NG- O-, Y+ M+ L+, M+, O20+, S- O-
Internet access providers / website hosts FG+, NG- O-, Y+ L+, M+, O20+, S- O-, PS+
Local technology solution providers FG+, NG- O-, Y+ M+ L+, M+, O20+, S- O-, PS+
Marketing services (e.g., online advertising, email / social media marketing)
FG+, NG- O-, Y+ M+ F+ L+, M+, O20+, S- O-
Office supply stores / print centers FG+ O-, Y+ M+, O10- L+, M+, O20+, S-
Overnight package delivery companies FG+, NG- O-, Y+ M+, O10- F+, M- L+, M+, O20+, S- O-
69
White Papers
On a scale of 1 (not at all important) to 5 (very important), how important are white papers when you are considering a product or service from vendors in each of these categories: (Top-two) (continued)
2014 Growth
AgeBusiness
AgeGender Geography Headcount Industry
Payroll service providers FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S- O-, PS+
Phone (i.e., non-cellphone) company/ies FG+, NG- O-, Y+ O10- L+, M+, O20+, S- O-
Retirement plan providers FG+, NG- O-, Y+ M+ L+, M+, O20+, S- O-, PS+
Social media companies (e.g., Facebook, Google+, LinkedIn, Twitter) FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S-
Software companies FG+, NG- O-, Y+ M+ L+, M+, O20+, S- O-
Technology hardware (i.e., PCs, printers, servers) manufacturers NG- O-, Y+ M+, O10- L+, M+, O20+, S- O-, PS+
70
White Papers
On a scale of 1 (do not like) to 5 (like very much), please rate how much you like each of these ways to access white papers. (Top-two)
2014 Growth AgeBusiness
AgeGender Geography Headcount Industry
Find online via search O-, Y+ M+ M+, O20+, S- O-
On third-party sites or newsletters O-, Y+ M+, O10- L+, M+, O20+, S- PS+, RW-
On vendor’s Facebook page O-, Y+ M+, O10- MW- L+, M+, O20+, S-
On vendor’s Google+ page NG- O-, Y+ M+, O10- MW- L+, M+, O20+, S-
On vendor’s LinkedIn page or group NG- O-, Y+ M+, O10- L+, M+, O20+, S-
On vendor’s Twitter feed FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S-
On vendor’s website FG+ O-, Y+ M+, O20+, S- M+, O-
On vendor’s YouTube channel FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S-
Via email from vendor O-, Y+ M+, O10- L+, M+, O20+, S- O-
Via text message from vendor NG- O-, Y+ M+, O10- L+, M+, O20+, S-
71
White Papers
What is the best length for a white paper?
2014 Growth Age Business Age Gender Geography Headcount Industry
Two to three pages NG+ M-, Y- L-, M-, O20-, S+ PS-
Four to six pages SG+ Y+ L+, O20+, S- PS+
More than six pages Y+ NE+ L+, O20+, S-
72
White Papers
On a scale of 1 (not at all important) to 5 (very important), please rate how important each of these aspects of a white paper is to you.
2014 Growth AgeBusines
s AgeGender Geography Headcount Industry
It includes or links to relevant videos, interactive elements or other information
FG+, NG- O- M+, O20+, S- O-
It is focused on a business challenge I am facing, such as increasing sales or managing IT
FG+, NG- O- L+, O20+, S- O-
It is non-promotional L+, O20+, S- O-, PS+
It provides data from a relevant survey FG+, NG- O-, Y+ L+, O20+, S- O-, PS+
It provides examples of users who have tried the product or service
FG+, NG- Y+ L+, O20+, S- O-, PS+
It provides technical detail on the product or service I am interested in FG+, NG- Y+ L+, O20+, S- O-, PS+
It is rated highly by previous viewers NG- O-, Y+ O10- L+, M+, O20+, S- O-
It is recommended by a peer / colleague FG+, NG- Y+ L+, O20+, S- M-, O-, PS+
It is well-designed and easy to read NG- O-
It is written by a subject matter expert from the sponsoring company FG+, NG- Y+ L+, M+, O20+, S- O-, PS+
It is written by a third-party subject matter expert FG+ Y+ M+ L+, M+, O20+, S- O-, PS+
73
Webcasts
In general, how important to you are webcasts when you are considering buying a new product or service for your business?
2014 Growth Age Business Age Gender Geography Headcount Industry
Very important FG+, NG- Y+ M+, O10- F+ MW- L+, M+, O20+, S-
Important NG-, SG+ L+, O20+, S-
Somewhat important Y- MW+ S+
Not at all important NG+, SG- Y- M-, O10+ L-, M-, O20-, S+
74
Webcasts
How often do you view webcasts when you are considering buying a new product or service for your business?
2014 Growth Age Business Age Gender Geography Headcount Industry
Always FG+, NG-, SG- Y+ MW-, NE+ L+, M+, O20+, S-
Most of the time NG-, SG+ M+, O10- L+, M+, O20+, S-
Sometimes Y-
Rarely NG+ M-, Y- M- NE- L-, M-, O20-, S+
Never NG+ Y- L-, M-, O20-, S+ O+
75
Webcasts
On a scale of 1 (not at all important) to 5 (very important), how important are webcasts when you are considering a product or service from vendors in each of these categories: (Top-two)
2014 Growth AgeBusiness
AgeGender Geography Headcount Industry
Banks (e.g., checking accounts, loans, online payments)
FG+, NG- M+, O-, Y+ O10- L+, M+, O20+, S-
Business travel: airlines, hotels, rental cars etc. NG- O-, Y+ M+, O10- MW- L+, M+, O20+, S-
Cellphone / smartphone; cellphone service NG- O-, Y+ L+, M+, O20+, S- O-
Credit cards FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S- PS+
Employee recruiting services / temp agencies FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S- O-
Insurance companies (e.g., business insurance; employee life and health insurance)
FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S-
Internet access providers / website hosts FG+, NG- O-, Y+ M+ F+, M- L+, M+, O20+, S- O-
Local technology solution providers FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S-
Marketing services (e.g., online advertising, email / social media marketing)
FG+, NG- M+, O-, Y+ O10-, U5+ L+, M+, O20+, S-
Office supply stores / print centers FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S-
Overnight package delivery companies FG+, NG- O-, Y+ M+, O10- F+, M- L+, M+, O20+, S-
76
Webcasts
On a scale of 1 (not at all important) to 5 (very important), how important are webcasts when you are considering a product or service from vendors in each of these categories: (Top-two) (continued)
2014 Growth AgeBusiness
AgeGender Geography Headcount Industry
Payroll service providers FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S- PS+
Phone (i.e., non-cellphone) company/ies FG+, NG- O-, Y+ M+, O10- S+ L+, M+, O20+, S-
Retirement plan providers FG+, NG- O-, Y+ L+, M+, O20+, S-
Social media companies (e.g., Facebook, Google+, LinkedIn, Twitter) FG+ O-, Y+ M+, O10- L+, M+, O20+, S-
Software companies NG- O-, Y+ M+, O10- L+, M+, O20+, S-
Technology hardware (i.e., PCs, printers, servers) manufacturers NG- O-, Y+ M+ MW- L+, M+, O20+, S- O-, PS+
77
Webcasts
On a scale of 1 (do not like) to 5 (like very much), please rate how much you like each of these ways to learn about webcasts. (Top-two)
2014 Growth AgeBusiness
AgeGender Geography Headcount Industry
Find online via search O-, Y+ M+, O20+, S- O-
On third-party sites or newsletters NG- O-, Y+ M+, O10- F+, M- L+, M+, O20+, S- PS+
On vendor’s Facebook page NG- O-, Y+ M+, O10- L+, M+, O20+, S-
On vendor’s Google+ page NG- O-, Y+ M+, O10- M- L+, M+, O20+, S-
On vendor’s LinkedIn page or group NG- O-, Y+ M+, O10- F+ L+, M+, O20+, S-
On vendor’s Twitter feed NG- O-, Y+ M+, O10-, U5+ L+, M+, O20+, S-
On vendor’s website FG+, NG- O-, Y+ M+, O20+, S- O-
On vendor’s YouTube channel FG+, NG- O-, Y+ M+, O10- L+, M+, O20+, S-
Via email from vendor O-, Y+ M+, O10- L+, M+, O20+, S- O-
Via text message from vendor NG- O-, Y+ M+, O10- L+, M+, O20+, S-
78
Webcasts
What is the best length for a webcast?
2014 Growth Age Business Age Gender Geography Headcount Industry
No more than 15 minutes NG+, SG- Y- M-, O10+ MW+ L-, M-, O20-, S+
15 to 30 minutes SG+ M+, O20+, S-
30 to 45 minutes Y+ M+ L+, O20+, S-
45 minutes to an hour FG+ L+
No more than 15 minutes NG+, SG- Y- M-, O10+ MW+ L-, M-, O20-, S+
79
Webcasts
On a scale of 1 (not at all important) to 5 (very important), please rate how important each of these aspects of a webcast is to you.
2014 Growth AgeBusiness
AgeGender Geography Headcount Industry
It features a company with the same kind of challenges I am facing
NG- O-
It features an expert third-party presenter M+ L+, O20+, S- O-, PS+
It features a senior executive from the sponsoring company NG- O-, Y+ M+, O10- L+, M+, O20+, S- O-
It features a company in my industry Y+ L+, O20+, S- O-, PS+
It focuses on a product or service I am interested in FG+, NG- O-
It focused on a business challenge I am facing, such as increasing sales or managing IT
FG+, NG- O-, Y+ L+, O20+, S- O-, PS+
It is non-promotional Y+ L+, M+, O20+, S-
It is rated highly by previous viewers NG- O-, Y+ M+, O10- L+, O20+, S- O-
It is recommended by a peer / colleague Y+ S- O-, PS+