Results From MAJOR Study of White Papers
By Michael StelznerIn what may be one of the most comprehensive studies of how readers use white papers, TechTarget and CMO Council just released their Technology and Media Consumption Survey, Report 2.
What follows is simply an amazing look into what big companies think about white papers.
A whopping 1100 companies were surveyed (a median size of 1000 employees).
The interesting findings:
White papers are still the most common media used to evaluate new technology.
Number of papers people read: 60 percent of respondents downloaded 5 or more white papers in last 3 months (13 percent read more than 2o!).
Why people read white papers: When asked why they seek out white papers, the top 3 responses were:
- To stay on top of new and emerging markets/technologies (60%)
- To find solutions for solving problems (58%)
- To obtain preliminary information about products and vendors (58%)
Note: Only 18% indicated they use a white paper to make a final decision about a product, indicating that white papers are more powerful in the early stages of a sales cycle.
What people do AFTER they read white papers: Common actions AFTER downloading a paper include:
- Visited vendor’s website
- Searched out content from alternative vendors
- Searched out more editorial content
- Forwarded to colleague
What people hate about white papers: Items that disappoint white paper readers:
- Was expecting technology discussion, not product information
- Not problem-solving-focused
- Misleading title
- Too product oriented
- Too long
Overall, white papers were rated as one of the most effective sources of information to help readers make purchasing decisions. A significant 29% rated white papers very effective and 57% rated them as effective.
My take: I think this study reveals some great insight into what readers think. Clearly white papers are important early in the sales cycle and should focus on solving problems.
What say you?
(4 votes, average: 4.75 out of 5)
Loading …If you're new here, be sure to signup for my newsletter and join 20,000 others. Thanks for visiting!
Receive email updates when new articles are posted.>> Related Articles on This Blog
