Online Content Proves to Play Major Role in B2B Buying Process

Business to business (B2B) buyers look towards online content as a major factor in their decision-making process, providing an opportunity for marketers to develop leads through digitally produced content, according to a BtoB Online article which highlights findings from a CMO Council survey.

The survey results show 87% of B2B said online content has either a major or moderate impact on vendor preference and selection. The specific types of online content that B2B buyers value the most include professional association research reports and whitepapers (67%), industry group research reports and whitepapers (50%), customer case studies (48%), analyst reports and whitepapers (44%), and product reviews (40%).

Donovan Neale-May, Executive Director of the CMO Council, spoke about online content’s importance in a MarketWired press release; “Improving content relevance and performance is a strategic imperative for BtoB marketing organizations. BtoB buyers are looking for content that’s original, consultative and highly pertinent to where they are in their decision-making process. Too many vendors are failing these buyers with overly promotional and overly technical content that doesn’t adequately address market challenges and customer needs.”

Marketers have an opportunity to drive leads through digital content creation, as the vast majority of B2B buyers believe online content has an impact on vendor preference and selection. The CMO Council survey results indicate buyers are specifically searching for industry/product research and customer testimonials, such as case studies or product reviews.


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