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Marketing Survey Reveals 70% of B2B Tech Companies Missing Out on Influencing Buyers Online

Lack of RSS inhibiting valuable direct communication with key purchase decision makers.

Ashburn, VA, October 09, 2008 --( Seventy percent of business-to-business technology marketers are missing valuable opportunities to directly influence sales decision makers by not incorporating Really Simple Syndication (RSS) into their company’s online marketing strategy, according to survey results released today by B2B marketing communications firm MarCom Ink.

The first and only survey of RSS use by business technology providers, the September 2008 MarCom Ink study of 300 U.S. B-to-B technology company web sites revealed that seven out of 10 are not using RSS, a standardized Web feed format used to publish frequently updated information online, such as news and product announcements. Key to this finding is that while only 16% of the general public uses RSS feeds, 71% of technology buyers assign value to their RSS use, according to a MarketingSherpa™ and KnowledgeStorm™ survey(1) of over 3,000 B2B technology sales decision makers.

“RSS offers B2B technology marketing and PR professionals a golden opportunity to establish ongoing relationships with their target audiences and become a trusted source of valuable information on topics buyers care about most,” stated Kim Cornwall Malseed, Principal, MarCom Ink. “Our survey revealed that although 30% of companies are providing RSS, only 10% have multiple targeted feeds enabling visitors to choose from a variety of topics to subscribe to, so almost all of the companies surveyed could benefit from developing an effective RSS strategy.”

Step-by-step instructions on how to implement RSS, examples of B2B technology companies doing RSS successfully, and full results from the 300 web site survey are in “The Most Powerful Online Tool for Influencing B2B Technology Buyers – and the Big Mistake 90% of Marketing Directors Make When Trying to Use It”, a free research report published by MarCom Ink and available for PDF download (no registration required) at

(1) MarketingSherpa and KnowledgeStorm, “Connecting Through Content, Parts 1 & 2”, published February and April 2007


About MarCom Ink, LLC

MarCom Ink provides B2B and B2G marketing communications consulting and copywriting services that enable companies to drive lead generation, influence decision makers, and retain current customers. Founded by award-winning 10+ year marketing and PR veteran Kim Cornwall Malseed, she assists clients in meeting their marketing goals via targeted, results-focused strategy plans, search engine optimization, and materials including brochures, emails, ghostwritten articles, newsletters, press releases, and Web site content. For more information, visit or call 703-729-9159.
Contact Information
MarCom Ink, LLC
Kim Cornwall Malseed
Attached Files
The Most Powerful Online Tool for Influencing B2B Technology Buyers
Free research report reveals survey results of 300 B2B tech company websites, and the specific online marketing tactics B2B tech companies can use to influence purchase decision makers
Filename: TheMostPowerfulOnlineToolforI.pdf

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