White Paper Preferences of Tech Decision Makers July 4, 2011 RICCentre By Tedd Campbell If you’re thinking about using white papers to market your B2B technology business but you’re not sure what buyers are looking for in a white paper, you should check out the results of a 2010 UBM TechWeb survey that delved into the content preferences of technology decision makers. Just over a thousand people responded to the survey and the results were recently published here. (You’ll have to register to download a report.) Here are some highlights of what the survey revealed about the white paper preferences of technology decision makers: 1. 65% read white papers to help them with their job. 2. Decision makers who read white papers claim to read them: 3. Decision makers who say they read white papers daily, weekly, or monthly: Prefer white papers that are: 45% – 5 to 10 pages 29% – 5 pages or less Are looking for: 75% – technical information 53% – technology news and analysis 52% – case studies 51% – industry research 46% – how-to information Find white papers: 69% – on business/technology analyst websites 63% – on vendor websites 62% – through search engines 58% – via alerts or e-newsletters View registration (prior to downloading a white paper) this way: 47% – prefer not to register 35% – will register, provided the content is very relevant 13% – frequently register 5% – never register Had this kind of post-registration experience: 59% – received an e-mail from the vendor 53% – received an e-mail from the website where they downloaded the white paper 28% – received a phone call from a salesperson 17% – were not contacted Have taken these actions after reading a white paper: 76% – shared it with a colleague 61% – visited the vendor’s website to learn more 42% – shared it with the boss 30% – contacted a vendor to learn more 28% – made a purchasing decision based on what they learned from it Tedd Campbell is the founder and principal writer at C Worthy White Papers Inc. C Worthy develops world-class white papers for B2B technology companies and service firms that want to enhance their credibility, generate more sales leads, and serve their customers better.