Apparel 2008 Marketing Portfolio - (Page 4) Business-to-business (B2B) media is of course a vitally important component of any successful marketing and sales strategy that attempts to reach and influence senior executives. How important? The straight facts from a recent independent research study1 just might surprise you….. How Executives Use B2B Media Ninety-one percent of senior level executives read B2B magazines, and 62% of them say they are the most engaging/involving resource. When executives were asked what source of information they rely on to do their job best, B2B magazines was the single most mentioned source (41%). Executives spend two hours a week with B2B magazines and two hours and 33 minutes a week with B2B websites. B2B media are essential tools throughout the purchasing process: B2B salespeople, B2B websites and B2B magazines are the top three sources, providing a strong synergy through each stage of the buying cycle. “Trust” is the top strength for B2B magazines, with 57% of executives reporting that they made or recommended a purchase due to an advertisement(s) in the media. B2B magazines are the top source through which executives first learn about new products, mentioned by 48% of executives, followed by B2B websites at 34%. Direct mail comes in at just 4%. Seventy-two percent of executives agree that webinars are a convenient way to learn something new about their industry. Actions Executives Take As a Result of Exposure to B2B Media Look for more information on the web 79% 61% Talk to a salesperson 58% 43% Purchase/recommend purchase of a product/service to my company 57% 49% Make a purchase through the Internet 39% 35% 49% Call a toll-free number 35% 31% B2B Magazines B2B Websites Attend a webinar 19% 15% Attend a trade show 19% 14% 1 “Business Media Study,” prepared for American Business Media by Harris Interactive Inc. June 2006. www.apparelmag.com 4 http://www.apparelmag.com
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