Report: B2B Buyers Demand More Personalized Content from Vendors

New research shows that as B2B buyers look more closely at vendors, personalized content and timely deployment are becoming more critical selling points.

In the “2016 B2B Buyer’s Survey” conducted by Demand Gen Report, the majority of B2B buyers (69 percent) said the single most influential aspect of any vendor’s website is content that speaks directly to their company.

When it comes to evaluating a list of solution providers, 84 percent said solving a pain point and deployment time/ease of use are the two most important variables.

When getting the buying process started, B2B buyers are also leaning toward multiple sources. Web search (68 percent), vendor websites (54 percent) and peers/colleagues (49 percent) are all commonly consulted by B2B buyers.

“From review sites to social media, today’s B2B buyers have more options than ever when it comes to finding feedback from peers,” wrote the authors of the report. “Review sites – long a staple of consumer marketing – continue to gain influence in the B2B realm.”

B2B Buyers Seek More Engagement from Vendors

In addition to expecting personalized content and timely deployment, research indicates that B2B buyers also expect more engagement from marketers. The “Mastering Revenue Lifecycle Management” study from Forbes Insights discovered that 81 percent of today’s consumers expect vendors to engage with them.

Approximately 42 percent of marketers said that expanding their customer base is their top strategic priority as an organization, and 31 percent are concerned with improving customer engagement. About 32 percent are focused on retaining their existing customers.