Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

The Content Qualities That Most Influence B2B Purchasing Behavior

by Ayaz Nanji  |  
August 7, 2017

Prospective buyers of B2B products and services find content to be most useful during the decision-making process, when it speaks to their needs/pain points, provides specifications, and is educational rather than promotional, according to recent research from Content Marketing Institute and SmartBrief.

The report was based on data from a survey of 1,200 business leaders in 18 verticals who are involved in purchasing decisions for their organizations.

Some 62% of respondents say they find content to be useful during the evaluation process when it speaks to their specific needs/pain points.

More than half—57%—find content useful when it provides specifications about products/services, and 43% say they value content when content is more educational than promotional.

Respondents say peer recommendations and original research are the sources that have the most influence on their purchasing decisions.

Other formats that rank as influential include in-person events, product demonstrations, and product information from vendors.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


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

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!