B2B buyers, influencers, and researchers are not simply consuming vendor-related content once and then speeding to make purchasing decisions, according to a recent report from The CMO Council and NetLine.

Rather, most organizations (94%) tend to curate and circulate relevant content internally before purchasing B2B products and services.

Moreover, that sharing cycle varies widely from organization to organization, the survey of 352 buyers (most from large companies) found. The exact flow is unique to each company, but B2B content sharing within enterprises broadly falls into three distinct patterns, according to the research:

  1. From the Middle Out: (35% of respondents): Execution-level executives find content about the vendor/product and make the purchase, but senior management is educated about why the decision was made.
  2. From the Bottom Up: (30% of respondents): Junior or mid-level employees find vendor-related content and share their discoveries with senior management, who then make the final decision.
  3. From the Top Down: (29% of respondents): Senior managers find the content, then share it with lower-level managers for analysis and final purchase.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji