The content B2B buyers say they want from vendors differs from the content salespeople and marketers believe is most effective, according to a recent report from LinkedIn.

The report was based on data from a survey of more than 6,000 B2B buyers, marketers, and salespeople in Australia, Canada, France, Germany, India, the United Kingdom, and the United States.

B2B buyers highly value detailed product information, and they often want to dive deeply into technical details when evaluating vendors, the analysis found.

Some 35% of B2B buyers surveyed say information about product features and functions is the content they value most from vendors; in contrast, just 24% of marketers say this is the most important content type.

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ABOUT THE AUTHOR
image of Ayaz Nanji

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