Here is a recent survey report on B2B technology marketing collateral trends from Eccolo Media that you may find interesting: “Eccolo Media 2009 B2B Technology Collateral Survey Report”.
Key findings in the report:
• White papers – especially those that are long on expert content and light on sales jargon – continue to be the No. 1 form of collateral influencing technology purchasers. Product brochures and data sheets are the most frequently consumed, but white papers are considered the most influential type of content when making technology purchasing decisions
• People more than ever view collateral from their desktop – in fact, only 1 in 4 surveyed ever print an online marketing document – and most share them electronically with colleagues.
• Video is on the rise in terms of frequency of use by technology purchasers – especially video that features customers speaking about real experience using a product or service.