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The Best Content Types for Each Stage of the B2B Sales Cycle [Infographic]

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B2B buyers consider short, text-based content most useful at the beginning of the sales cycle, and time-intensive content types (videos, detailed guides, etc.) most useful right before making a decision, according to a recent report from Eccolo Media.

The report was based on data from a survey of 100 plus people at B2B companies who are either responsible for buying decisions (67% of respondents) or influence buying decisions (33%).

Respondents came from a mix company sizes (34% enterprises; 36% mid-market; 29% small businesses) and had a range of titles (24% C-level executives; 23% managers; 22% directors; 10% vice presidents; 4% developers).

Among the key findings of the survey:

  • Blogs and newsletters are most valued by B2B buyers early in the sales cycle, when they are starting to learn about a topic and evaluate products/vendors.
  • Whitepapers are most valued in the beginning and middle parts of the sales cycle, when buyers are attempting to understand a problem.
  • Videos, webinars, and detailed tech guides are most useful toward the end of the cycle, when buyers are considering specific vendors and finalizing selection.
  • 80% of buyers want to continue to receive content after a sale is completed.

For more insights from the report, check out the infographic:


About the research: The report was based on data from a survey of 100 plus people at B2B companies who are either responsible for buying decisions (67% of respondents) or influence buying decisions (33%).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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

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  • by Dan Thu Dec 18, 2014 via web

    Pretty graphic that lots of folks like to Tweet but doesn't really show much and seems to conflate format with content.

    White paper is a format but the content within a whitepaper can be geared to early or late stage. Ditto with Videos, blog posts, webinars, etc.

    The results show that each of the content formats can be used across the sales cycle.

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