Some 70% of B2B 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 a report from MarCom Ink, writes MarketingCharts.

The September research included visits to 300 US B2B technology-company websites and found 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.

The survey also 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.

These findings are important, Marcom Ink said, because while only 16% of the general public use RSS feeds, 71% of technology buyers find them valuable, according to a 2007 MarketingSherpa and KnowledgeStorm survey of more than 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," said Kim Cornwall Malseed, principal, MarCom Ink.