Harris Interactive Study: the Corporate Decision Maker
By American Business Media (ABM)
B2B
"B2B magazines and websites are the places executives go to keep up with industry trends. Advertising in these vehicles builds awareness for advertised brands and generate hits to corporate websites as readers seek additional information."
Year: 2006Material/Activity Tested: B2B media (e.g., business magazines and websites), general media, trade shows, and interactions with sales representatives.
Metholodogy: Survey of use and role of B2B media among 588 corporate decision-makers, such as amount of time spent with media types, information sources relied on for decision making, engagement and perception levels of information sources. All respondents were involved in the purchase decision-making process in their organizations and came from companies with $5 million or more in annual sales covering 21 industry categories.
Top Line Results:
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Over 80% of respondents view B2B magazines and websites as more informative and reliable than general media sources.
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B2B magazines come out on top as the single most mentioned resource executives rely on to do their job best.
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B2B media are essential tools in the purchase-making process:
- B2B magazines, considered trustworthy and objective, are the top source where executives say they first learn about new products.
- B2B magazines lead executives to the web, either to find additional information (79%) or to make an online purchase (39%).
- Almost six of 10 executives say that an advertisement in a B2B magazine prompted them to purchase or recommend purchase of a product or service.
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Executives acknowledge strong tie between seeing a brand advertised in multiple B2B media and having that brand be more top-of-mind.
On progress through decision process:
| Decision Stages |
Web Site |
Sales Rep |
B2B Magazines |
| Started thinking about purchase |
57% |
51% |
50% |
| Research options | 66% | 52% | 50% |
| Narrow down alternatives | 51% | 62% | 35% |
| Make a final decision | 32% | 64% | 21% |
- Executives are more engaged/involved with B2B media than with general business magazines, television, and newspapers. B2B magazines are reported as the most engaging/involving media.
Take Away: Leading independent research firm Harris Interactive conducted this large sample research. B2B magazines such as Advertising Age and Printing Impressions are the places executives go to keep up with industry trends. Advertising in these vehicles builds awareness for advertised brands and generates hits to corporate websites as executives and others seek additional information.
Complexity rating of original source: 1
(Complex statistical analysis scale: 1= none, 2= moderate, 3 = difficult)
