A recent survey from ABM asked B2B media users which media types they rely on for decision-making. The study also contains some interesting results from the marketer side: which platforms do they think are most successful in creating awareness among existing customers and generating targeted leads of prospective new buyers? It turns out there’s quite a bit of consensus: face-to-face event attendance is rated the most successful platform, by a fairly wide margin.
When asked to rate a range of platforms in terms of their success in creating awareness of new products or services among existing customers, marketers put face-to-face event attendance at the top, with 89% rating it successful. Face-to-face event sponsorship (76%) was next, followed closely by sponsored white papers (75%), and then by sponsored video on B2B platforms (69%), 3rd-party webinars and email newsletter advertising (each at 64%), and print advertising (63%).
Traditional media such as out-of-home (26%), radio (22%) and TV (17%) were rated successful by the fewest B2B marketers, behind even mobile advertising (34%).
When asked to rate the platforms based on their ability to generate targeted leads of prospective new buyers, marketers provided similar responses. Face-to-face event attendance (90%) and sponsorship (76%) were again the most-highly rated, this time followed by 3rd-party webinars (65%), search engine advertising (62%) and sponsored white papers (61%).
Some platforms are perceived by marketers to be better for generating awareness among customers than new targeted leads. Techniques falling into that category were:
- Sponsored white papers (75% rating successful among customers; 61% for generating leads);
- Sponsored video on B2B platforms (69% and 51%, respectively);
- Email newsletter advertising (64% and 53%);
- Print advertising (63% and 42%); and
- Out-of-home (26% and 15%).
While fewer platforms were more highly rated for generating targeted leads than awareness among customers, mobile advertising (42% and 34%, respectively) and search engine advertising (62% and 55%, respectively) fit that bill.
What can we take away from these numbers? Face-to-face seems to be the best way to reach customers. This has long been known, but how can property portals use this information coupled with technology to help improve their bottom line? My suggestion is this, offer weekly in-office tours of listings. What do I mean by that? Obtain footage ‘video’ of listings, compile several types, homes for sale, rent, price ranges, etc.. and put on a video show. Invite Agents and their clients along with your visitors, expand it to a webinar and then put it up on the net afterwards. Call it a live interaction Video Magazine.
It’s time to think outside the box.