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B2B buyers say the top things vendors could do to improve their content are to curb the sales messaging and to create shorter pieces, according to recent research from Demand Gen Report and ON24.

The report was based on data from a survey of 174 executives (manager level and above) who work for B2B firms across a wide range of industries, including technology, professional services, and business services.

Some 39% of buyers say they'd recommend B2B vendors curb the sales messaging in order to improve content quality, and 37% say they'd recommend B2B vendors create shorter content.

Recommendations to improve the quality of B2B content

B2B buyers say the top things that make content memorable and trigger a sales call are when the pieces use data/research to support claims (51%) and when they tell a strong story that resonates with the buying committee (49%).

What makes content memorable

B2B buyers say they find research reports, case studies, and webinars to be the most valuable content formats/sources when researching purchases.

Most valuable content formats for making B2B purchases

B2B buyers say they tend to find shorter content such as infographics and blog posts most valuable early in the buying process.

Buyers say they find webinars most valuable in the middle of the buying process.

What forms of content buyers find valuable in each stage of the buying cycle

About the research: The report was based on data from a survey of 174 executives (manager level and above) who work for B2B firms across a wide range of industries, including technology, professional services, and business services.

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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