Case Studies, White Papers and Webcasts, Oh My

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Case Studies, White Papers and Webcasts, Oh My

Insight Lead Gen Content Sales Support

Increasing SMB Acquisition, Engagement and Retention

2

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

Detailed Results

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

LinkedIn

Google

TV

Facebook

Banner ad on a website

Radio

Twitter

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

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?

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

White Papers

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


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










Credit cards





Software companies



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 third-party sites or newsletters




0% 10% 20% 30% 40% 50% 60%

Webcasts

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


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





Credit cards










Software companies



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 third-party sites or newsletters




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

mailto:[email protected]

Sample Characteristics


Owner, Founder, Manager, Partner, CxO, etc.

100%Title

Industry

N=535

N=522

33

21%

35%

44%18-34

35-49

50+

52%48%

Male

Female

N=523

N=532

Age

Gender


34

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


35


36

REGION

N=534

Midwest18%

West24%

South34%

Northeast24%


Significance Test Results

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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


Awareness M+, Y- L-, S+

Research Y+ L+ M-

Purchase Y+ M+, O20+, S-

Banner ad on a website 2014 Growth

AgeBusiness


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


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


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


ebook / guide / handbook 2014 Growth

AgeBusiness


Awareness O+

Research O-

Purchase O-, Y+ O10- L+, O20+, S-

Email newsletter 2014 Growth

AgeBusiness


Awareness Y- L-, S+

Research

Purchase O-, Y+ O10-, U5+ L+, O20+, S-

Event or tradeshow 2014 Growth

AgeBusiness


Awareness Y- NE- L-, O20-, S+

Research L+

Purchase O-, Y+ MW-, NE+ S-

42


Facebook 2014 Growth

AgeBusiness


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


Awareness O+, Y- L-, S+

Research


Google + 2014 Growth

AgeBusiness


Awareness O+, Y- L-, O20-, S+

Research NG- Y+ L+, O20+, S-


43


Infographic 2014 Growth

AgeBusiness


Awareness NG+ O+, Y- M-, O10+ NE-, W+ L-, M-, O20-, S+

Research SG+ NE+, W- S- O-


LinkedIn 2014 Growth

AgeBusiness


Awareness NG+ O+, Y- M-, O10+ MW+, NE- L-, O20-, S+

Research NG-, SG+ Y+ M+, O10- NE+ L+, O20+, S-


Newspaper / magazine (print or online) 2014 Growth

AgeBusiness


Awareness Y- O10+, U5- F-, M+ L-, O20-, S+

Research U5+


44


One-off email 2014 Growth

AgeBusiness


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


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


Awareness

Research

Purchase M-

45


Postcard, letter or catalog in the mail 2014 Growth

AgeBusiness


Awareness Y- L-, O20-, S+

Research L+


Press release 2014 Growth

AgeBusiness


Awareness NG+ O+, Y- O10+, U5- L-, O20-, S+

Research SG+ Y+ U5+ L+, O20+, S-


Print newsletter 2014 Growth

AgeBusiness


Awareness Y- U5- L-, M-, O20-, S+

Research O-


46


Product section of a vendor’s website 2014 Growth

AgeBusiness


Awareness

Research L+

Purchase

Radio 2014 Growth

AgeBusiness


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


Awareness U5- O+

Research O-

Purchase O-, Y+ M+, O20+, S-

47


Resource or section of a vendor’s website 2014 Growth

AgeBusiness


Awareness O+

Research O-


TV 2014 Growth

AgeBusiness


Awareness FG-, NG+ O+, Y- M-, O10+ L-, O20-, S+

Research NG- O-, Y+ M+, O10- L+, O20+, S-


Twitter 2014 Growth

AgeBusiness


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


Video on vendor website 2014 Growth

AgeBusiness


Awareness Y- O10+ M-, O20-, S+ O+

Research

Purchase NG- O-, Y+ MW- O20+, S-

Webinar / webcast 2014 Growth

AgeBusiness


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


Awareness Y- L-, O20-, S+ O+, PS-

Research L+

Purchase O-, Y+ U5+ MW- L+, M+, O20+, S-

49


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


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


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


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


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


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-


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


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


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


Smartphone M+, O-, Y+ M+, O10- L+, M+, O20+, S-

Tablet O-, Y+

55


Product section of a vendor’s website 2014 Growth

AgeBusiness


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


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-


Resource section of a vendor’s website 2014 Growth

AgeBusiness


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


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-


Webinar / webcast 2014 Growth Age Business Age Gender Geography Headcount Industry


Smartphone O-, Y+ M+ L+, O20+, S-

Tablet O-, Y+ U5+ M+, O20+, S-

57


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?


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


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-


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-


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)



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


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


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?


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?




Four or five minutes

More than five minutes FG+ M+ L+, O20+, S-



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?


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?


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)



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+


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+


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


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)



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?


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?


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?


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)




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-


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-


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)



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)



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?


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.



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+

Case Studies, White Papers and Webcasts, Oh My

Marketing

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