B2B Marketers Missing Out on Influencing Buyers Online
Published 10/27/2008
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Summary
It's real simple for B2B marketers who want to reach and influence purchasing decision makers--make Real Simple Syndication feeds in campaigns. Recent research indicates a large percentage of B2B companies fail to take advantage of the benefits RSS feeds offer.View this content
B2B marketers are missing out on a golden opportunity to directly influence sales decision makers by not taking advantage of the benefits of Real Simple Syndication (RSS) feeds.
A recent survey by MarCom Ink reveals that seven in ten of these marketers do not consider RSS feeds in their campaigns, representing a significant missed opportunity. Key to this finding is that while only 16% of the general public uses RSS feeds, 71% of technology buyers assign value to their RSS use, according to recent industry surveys.
“RSS offers B2B technology marketing and PR professionals a golden opportunity to establish ongoing relationships with their target audiences and become a trusted source of valuable information on topics buyers care about most,” said Kim Cornwall Malseed, Principal of MarCom Ink. “Our survey revealed that although 30% of companies are providing RSS, only 10% have multiple targeted feeds enabling visitors to choose from a variety of topics to subscribe to, so almost all of the companies surveyed could benefit from developing an effective RSS strategy.”
Step-by-step instructions on how to implement RSS, examples of B2B technology companies doing RSS successfully, and full results from the 300 web site survey are included in “The Most Powerful Online Tool for Influencing B2B Technology Buyers – and the Big Mistake 90% of Marketing Directors Make When Trying to Use It”.