Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Almost three quarters (72%) of buyers planning to purchase a business product begin their research with a Google search, according to a recent report by Pardot.

After an initial search, 70% of buyers then return online 2-3 times to do additional research, and 12% return online more than three times. Just under one in five (18%) do all of their online research in a single sitting.

Besides Google, B2B buyers also use personal networks (15.5%), Yahoo (5.5%), Bing (2.7%), and LinkedIn (2.5%) as starting points for their research.

Below, additional key findings from the report, which was based on data from a survey of 400 B2B buyers.

Content Preferences 

  • 76% of B2B buyers surveyed prefer different content at each stage of their research process.
  • 89% agree that the cost of the item they are purchasing affects the amount of research they do.
  • 98% say their search terms usually become more refined as their research deepens on a purchase.
  • 70% of buyers say written B2B content such as whitepapers and case studies should be under five pages.
  • 2% prefer content longer than five pages, and 28% think the content should be as long as it takes to inform.

About the research: The report was based on data from a survey of 400 B2B buyers (53% employed by small businesses, 22% by mid-market companies, and 25% by enterprise companies). The majority (75%) of respondents were not marketers.

Sign up for free to read the full article. Continue reading "B2B Buyers Prefer Short Content; Rely Heavily on Google Searches" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.



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