A recent survey [PDF] 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.
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%). Read the rest at MarketingCharts.