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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.

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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