Report: B2B Buyers Consuming More Marketing Content Before Making Purchases

As B2B marketers look for more impactful ways to resonate with their customers and prospects, new research indicates that content may be the key to making a lasting impression.

DemandGen recently published the “2022 Content Preferences Survey Report,” and statistics indicated that the majority of B2B buyers (42%) consume between three and five pieces of content marketing before engaging with a salesperson. About 19% claimed they consume between five and seven pieces of content, and 11% said they consume more than seven pieces.

In general, most B2B buyers (67%) say they have consumed webinars over the past year, while 56% stated that they have consumed ebooks. Approximately 55% claim they have consumed research/survey reports, and the majority of buyers (43%) say this has been the most valuable content format while researching B2B purchases.

The Increasing Value of B2B Marketing Content

The Covid-19 pandemic has had a ripple effect across the marketing industry, and as a result, previous research suggests that content assets have become more valuable than ever before.

NetLine conducted the “2022 State of B2B Content Consumption and Demand Report for Marketers,” and data indicated that overall B2B content consumption has risen by more than 9% over the past 12 months. In general, ebooks (43.28%) have been the most requested type of content, followed by guides (8.84%) and cheat sheets (8.74%).

“With the absence of in-person events and other collegial connections in the real world, professionals have sought out new ways to replace both these interactions and these learnings,” wrote the authors of the report. “Given this context, it makes a great deal of sense why more and more content is being requested. We are only at the beginning of how this will play out for B2B content marketers.”