Which Content Types B2B Buyers Value Most

 

What’s the point in spinning your wheels if your prospects and customers don’t read your stuff? Well, a new study from the CMO Council and NetLine tells us what 350 business buyers value most.

 

But first… the good news for those of us who market to businesses. Online content sourcing by buyers has a big influence in identifying, qualifying and selecting vendors.

 

• 54% of respondents note that it keeps them current on new technologies.
• 40% say it helps them identify potential suppliers, partners and solution providers.
• 38% note that it provides strategic insights and shapes purchase specifications.
• 37% report that it educates them about issues, problems and challenges in their industry.

 

 

1. Learn about new developments and best practices in their industry or markets (62%).
2. Discover new solutions that address specific process or functional needs (60%).
3. Address a project, challenge or program being undertaken in their company (52%).

 

 

1. Research reports and studies (65%)
2. Technical spec sheets and data sheets (50%)
3. Analyst intelligence and insight (46%)
4. White papers (35%)
5. Articles on trade publishing sites (30%)

 

 

• 68% start their content sourcing at search engines and portals
• 40% go to vendor websites
• 25% are activated by emails from a trusted source or peer

 

 

Stop pushing—validate and educate, and the pull will come. Buyers are looking for validation and independent authority leadership to influence and educate. Third-party and branded content sourcing plays an important role in the specification of RFPs, as well as the qualification and selection of vendors being asked to compete for business.

 

There’s more. You can download the report here.

 

Does your company use content marketing to reach B2B buyers? Has it used any of the top five content types? Share what’s been successful!