Report: More B2B Buyers Seeking Easy Access to Relevant Content Marketing

As the B2B buyer journey continues to evolve, new research is shedding light on the importance of content for marketers looking to meet the demands of customers and prospects.

DemandGen recently published its “2022 B2B Buyer Behavior Survey,” and statistics suggested that the majority of B2B buyers (63%) now want easy access to relevant content marketing that is applicable to their organization while evaluating solutions. This is followed by easy access to pricing and competitive information (62%) and a demonstrated expertise around specific industry needs (56%).

Furthermore, most B2B buyers (84%) stated that winning vendors have provided content that made a significant impact on their purchasing decision in the past. However, it is worth noting that the majority of respondents (68%) say that they chose vendors in the past because of their demonstrated understanding of organizational needs.

Adopting Agile Marketing Practices to Gain an Advantage

To adjust to evolving customer needs and demands, previous research suggests that more organizations have shifted their focus to agile marketing.

Ascend2 conducted “The Impact of Agile Marketing Survey Summary Report” to take a closer look at the growing adoption of this marketing style. Data indicated that the majority of marketers (68%) agree that the importance of agile marketing to establish a competitive advantage has “increased moderately” in the past two years. Approximately 22% claim that it has “increased significantly.”

Most marketers (45%) have adopted an agile marketing strategy to boost productivity, while 43% have done so to gain a competitive advantage.

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— Silvina El Baba, Senior Manager, Web Marketing, EFI

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