Many thanks to Anne Holland and her colleagues at MarketingSherpa for sharing an executive summary of the 2006 Business Technology Marketing Benchmark Guide. Filled with easily understood charts and graphs, we certainly recommend a glance at the summary and support purchase of the complete document by those who are responsible for allocating the enterprise marketing budget.
One recommendation shown at the end of the summary should be greeted warmly by our friends the Eisenbergs down in Brooklyn. We're referring specifically to "Practical Insight #5 - Base Your Copywriting and Offers on Persona Research." The number of companies reporting the use of persona-tailored media has grown significantly, particularly the Software/ASP sector which has moved from 9% in 2004 to 22% in 2006. Additionally, 40% of the marketers in the Hardware sector report positively on this practice.
For those who are interested in what appears to be working today in the competive arena, we recommend taking the time to read and evaluate the findings reported by the MarketingSherpa team. If you are interested in improving conversion (and who isn't), you'll find a lot to consider here.