B2B marketers are missing out on a "golden opportunity" to target technology buyers, according to new research by MarCom Ink.

Business-to-business technology marketers are neglecting tools which could strengthen their relationships with target audiences, it is claimed.

Some 70 per cent of business technology providers who use market advertising are not incorporating really simple syndication (RSS) into their networking strategy, research by marketing communications firm MarCom Ink has found.

Kim Cornwall Malseed, principal of the firm, said: "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."

Recent surveys by MarketingSherpa and KnowledgeStorm found that although only 16 per cent of the general public uses RSS feeds, 71 per cent of technology buyers do.

Of the 30 per cent of companies who are providing RSS as part of their website promotion or managed emarketing strategy, only ten per cent have multiple targeted feeds enabling users to subscribe to particular topics that interest them, the study found.

Mr Malseed said almost all of the companies surveyed could therefore benefit by developing a more effective RSS strategy. Meanwhile, Google has confirmed that it will soon incorporate RSS feeds into its web search results and that they will be used as an extension of its Google Alerts application, reports Search Engine Land.