Study: B2B Tech Buyers Explore Multiple Content Assets Prior to Purchase

consistent, compelling contentAccording to a recent study by Eccolo Media, nearly 64 percent of B2B technology buyers said that they read between 2 to 5 pieces of content before making a purchase.

About 30 percent of respondents said that white papers influenced their purchasing decisions. Additionally, 15 percent of people said that emails were influential to their consumption, while 57 percent cited product brochures and data sheets.

However, content is not only important during the buying process, but after the purchase is made as well, according to Eccolo. About 80 percent of survey respondents said that it’s “important” or “very important” to receive content after they have bought a product. To collect this data, the “2015 Eccolo Media B2B Technology Content Survey” asked B2B technology professionals about their consumption of content, such as white papers, brochures and case studies.

The data indicates that B2B decision-makers are interested in a wide range of content throughout the purchasing process, but how does the quality of marketing content impact them?

IT Decision-Makers Shed Light on Quality Content

A survey conducted by IDG Enterprises recently looked at IT decision-makers and their views on marketing content. About 8 in 10 respondents said that it is “somewhat challenging” or “extremely challenging” to find high-quality, trusted information on major enterprise products in their industry.

Within this realm, decision-makers download an average of 7 informational assets as they look through their purchasing options. Enterprise organizations tend to use 8 assets, while small businesses utilize an average of 6 pieces of content.

“Trusted information is hard to come by due to lack of truly independent unbiased information, overuse of marketing buzzwords, and fear of unwanted sales follow up,” wrote the authors of the report. “Strategic content marketing tactics and strategies and an educated lead nurturing and sales follow up strategy are critical.”

Nearly 54 percent of respondents said that access to research-based content drives their interest. About 48 percent said that their interest is driven by content that can help them make more informed buying decisions.

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