The Content Preferences of B2B Buyers

Marketing Content — Tue., May. 10, 2022

B2B buyers want vendors to reduce sales messaging and create shorter pieces of content, according to a recent survey conducted by Demand Gen Report and ON24. 39% of buyers would recommend this to improve content quality, and 37% said the same for creating shorter pieces.

Data from the survey showed that B2B buyers find content memorable when it's backed up by research and when it tells a strong story that resonates with the buying committee. Research reports, case studies, and webinars are the most valuable content formats/sources when researching purchases.

Shorter content such as infographics and blog posts are most valuable early on in the buying process, while webinars are more valuable in the middle. This survey was conducted with 174 executives (manager level and above) from various industries.

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