Research Finds: B2B Technology Buyers Twice As Likely to Give Valid Email Addresses Than Valid Phone Numbers When Registering for Content

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Results examine alignment and disparity when it comes to B2B buyers’ and marketers’ registration behaviors and practices.

Though they don’t give a valid phone number as often, the fact they give a valid email does mean the interest exists – just on the buyer’s terms.

KnowledgeStorm Inc. , the Internet’s top-ranked search resource for technology solutions and information, and MarketingSherpa, publisher of research, Case Studies and benchmarking data on marketing, today announced the second part of the results of its latest joint research study on how marketers’ practices align with technology buyers’ expectations and preferences when it comes to content distribution. These results cover content registration strategies and preferences from both the B2B technology buyer and marketer perspective.

The study shows that when it comes to giving contact information, buyers want to hear from vendors – just not always on the phone. Buyers most often give a valid email address (68 percent) and name (72 percent) when registering for content. They least often offer a valid phone number (38 percent).

A related key finding is that when buyers do provide email addresses, 43 percent choose to offer a personal email address. The reasons for doing this include not wanting to clutter up a business account with third-party offers (49 percent), having a specific personal account to organize research and messages (37 percent) and not being able to receive messages because of a tight business account spam filter (12 percent).

“What is interesting in this finding is that it reflects the buyer’s desire to be in control of the communication with a vendor and choose when and how they want to respond,” said Matt Lohman, director of research, KnowledgeStorm. “Though they don’t give a valid phone number as often, the fact they give a valid email does mean the interest exists – just on the buyer’s terms.”

Another key finding is that the leading factor for both buyers and marketers when determining registration worthiness was the “type of content.” The greatest discrepancy occurred in the “amount of detail in the overview.” Seventy-two percent of buyers felt this was a major factor in deciding to register. However, 34 percent of marketers saw it as a major factor when determining to require registration. Buyers stated they preferred at least one paragraph of information. This level of detail was provided by just 48 percent of the marketers.

“When it comes to content, there is a fierce competition for the prospect’s attention, so marketers who don’t want to give too much away and offer too little overview information are doing themselves a huge disservice,” said Stefan Tornquist, research director, MarketingSherpa. “By simply giving prospects what they want – in this case enough information to know what they are registering for-- vendors ensure that those who go through the exercise to register are truly interested and engaged. In all likelihood, they will also be better prospects.”

The final study in the series, due out in late July, will focus on distribution strategies, lead nurturing and performance metrics. To learn more about the “Connecting Through Content” findings, please go to: Connecting Through Content, Issue Two: Content Distribution – Where Information Intersects with Interest or visit the study series landing page for study reports and podcasts at

About KnowledgeStorm
[KnowledgeStorm] is the Internet’s top-ranked search resource for technology solutions and information. Through the KnowledgeStorm Network of premier partners and its extensive search expertise, KnowledgeStorm is able to reach technology buyers and deliver the information they need no matter where their search begins. KnowledgeStorm, with its network, search expertise and performance tools and services, is a powerful resource for technology vendors, providing them the most opportunities to reach buyers on the Internet and convert them into Web leads. For more information, call (877) 340-9274 or visit

About MarketingSherpa
More than 230,000 advertising, marketing and PR professionals read MarketingSherpa's publications every week. Praised by The Economist, Harvard Business School's Working Knowledge Site and, MarketingSherpa publishes a wide range of Benchmark Guides, Buyer's Guides and How-to Reports plus a 400+ Case Study Library. Visit the award-winning site

KnowledgeStorm and the KnowledgeStorm logo are trademarks of KnowledgeStorm Inc.

Media Contacts:
Denise Doyle, PR Manager                
KnowledgeStorm Inc.
678 597-5910
Ddoyle @

Stefan Tornquist
718 596-6367
stefant @


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