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

B2B buyers say they are now paying more attention to the trustworthiness of content sources when evaluating products/services, according to recent research from Demand Gen Report and Uberflip.

The report was based on data from a survey of 189 buyers of B2B products and services.

One-third of respondents work in the technology/software industry, and 28% in the business services/consulting industry. More than half of respondents (52%) hold C-level, VP-level, or director-level positions at their companies.

Some 72% of B2B buyers say they have been placing a higher emphasis on the trustworthiness of content sources over the past year; 52% say they have been increasingly preferring mobile-optimized content; and 46% say they've been preferring shorter format pieces.

Half of buyers say they rely on content  to help make purchasing decisions at about the same level as they did a year ago; 47% say they rely on content more; and 3% say they rely on content less.

Some 76% of respondents say B2B vendor content would be better if it incorporated more data/research; 74% say it would be better if it were less sales-focused.

About the research: The report was based on data from a survey of 189 buyers of B2B products and services. One-third of respondents work in the technology/software industry, and 28% in the business services/consulting industry. More than half (52%) of respondents hold C-level, VP-level, or director-level positions at their companies.

Sign up for free to read the full article. Continue reading "The Changing Content Preferences of B2B Buyers" ... 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