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.
Similarly, 31% of B2B buyers say they find product demo content highly effective, but only 18% of B2B marketers say the same.
B2B buyers' use of content channels changes significantly as they move through the buying process, the analysis found.
During the awareness phase, more than two-thirds of B2B buyers say they turn to search and social media to learn more about vendors; as companies dive more deeply into evaluating and choosing products, internal information-sharing becomes the primary content channel.
About the research: 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.
You may like these other MarketingProfs articles related to Content:
- Eight Approaches for Coming Up With Great Infographic Ideas [Infographic]
- How B2B Marketers Can Avoid the Bane of Boring Content
- How to Level-Up Your Content Marketing With a Topic-Cluster Plan
- Small Business Content Marketing Trends for 2022
- 16 Tips for Becoming a Better Content Writer [Infographic]
- Four Steps to Stronger Case Studies