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Content Types Valued Most by B2B Tech Buyers [Infographic]

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Product brochures are both frequently consumed and highly valued by B2B technology buyers, according to a recent report from Eccolo Media.

The report, which was the second in a series, was based on data from a survey of 100 people responsible for influencing or making B2B technology buying decisions (33% influencers; 67% decision makers).

More than half of respondents (57%) said they had looked at product brochures/data sheets from B2B technology vendors in the past six months, the most engagement with any content type.

Other commonly consumed content types include: Emails from vendors (52% have read in the past six months), white papers (52%), competitive vendor worksheets (42%), and case studies/success stories (42%).

The least consumed content types are eBooks (24%) and podcasts (24%).


Product brochures/data sheets are also seen as the most influential content type on decision-making, with 39% of respondents ranking them as one of the top five most persuasive assets.

Other content types ranked as being very influential include: White papers (33% rank as a top five asset type), case studies/success stories (31%), detailed technology guides (23%), and competitive vendor worksheets (22%).

The content types seen as being least influential on buying decisions are eBooks (7%) and tweets (4%).

Other key findings from the report include:

  • 48% of B2B tech buyers say they only consume 2 - 5 content assets before making a decision.
  • The same percentage of buyers (52%) consume emails and white papers from vendors, but white papers are seen as being much more influential on the decision-making process.

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

About the research: The report was based on data from a survey of 100 people responsible for influencing or making B2B technology buying decisions (33% influencers; 67% decision makers).


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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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