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

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%).

Sign up for free to read the full article. Continue reading "The Best Content Types for Each Stage of the B2B Sales Cycle [Infographic]" ... Read the full article

Subscribe today...it'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.

Loading...

ABOUT THE AUTHOR

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


MarketingProfs Partner