White papers remain most influential for tech buyers

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San Francisco—White papers, long the standard collateral that marketers use to attract Web site visitors and log conversions, are increasing in influence among technology purchasers, a new study found.

According to the “Eccolo Media 2009 B2B Technology Collateral Survey Report,” conducted by marketing communications agency Eccolo Media, 77% of technology purchasers read at least one white paper this year, compared with 68% in 2008. The vast majority (84%) rated white papers as moderately to extremely influential when making final purchasing decisions.

Video experienced the most dramatic change, with 49% citing online video as an influential collateral. That compares with 28% who last year watched a video to prepare for making a purchasing decision. Eccolo conducted its online study in July, receiving 501 responses from people who participated in a technology purchase in the preceding six months.

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