A new report from Pardot provides insight on how marketers can more effectively deliver content to B2B buyers. According to the report, Google dominates B2B buyers’ feedback as to the initial destination for research but the vast majority of respondents go back online to research more than once, using more refined search phrases in the process. B2B buyers prefer a variety of content throughout each stage of the research/buying process as well.
The results show 72% of B2B buyers typically start their research for a purchase on Google, and 82% go back online for research at least two more times when making the buying decision. Ninety-eight percent of respondents indicate that, as their research deepens, their search queries become more refined. Additionally, 76% of respondents prefer different types of content at each stage of the research/buying process
Adam Blitzer, vice president of Pardot, notes via press release that, “Now is the time for marketers to transform their lead generation programs to reflect the new reality and connect with their customers in entirely new ways to drive new leads and accelerate the selling process.”
The report also reveals the importance of succinct written content (e.g., 70% of B2B buyers prefer written content such as whitepapers to be under five pages in length), form submission and marketing automation best practices, as well as insights into industry verticals based on company size. Four hundred B2B buyers across 138 B2B companies from different industries contributed responses to the report; 75% were not marketers.
Image Credit: Pardot – The State of Demand Generation