Blogs, podcasts, wikis, RSS feeds and other communication formats that emerged from niche communities, political pundits and news organizations are evolving into key elements of the B2B marketer's online toolkit. New research shows that technology buyers are not only interested in these new delivery channels, but they are using them to gather information and make decisions.
With the emergence of these new content and delivery forms, technology buyers have more options than ever - putting them increasingly in control of the vendor/buyer dialog. The implication for technology marketers is that they must adapt quickly to the changing preferences of the market and look for ways of delivering relevant content that meet the merging professional and personal lifestyles of these buyers. This first installment specifically examines podcasting and provides valuable insight into this red-hot delivery mechanism.
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