B2B Buyers’ Content Preferences
Posted: Tue Jan 21, 2025 4:27 am
Demand Gen Report interviewed more than 170 B2B executives from different segments to analyze how these professionals consume online content.
The “B2B Content Preference Report” was developed with the aim of mapping changes in the behavior of B2B buyers, at different levels, and their engagement with content consumption.
The data collected shows that consumers in this category are more concerned about the reliability of information than they were last year.
Webinar Popularity
According to the report, B2B buyers aren’t tired of tunisia whatsapp data webinars. Even as online events have faded, two-thirds (67%) of respondents have hosted or attended a webinar in the past year.
When it comes to consumption, live streaming has surpassed some content formats, coming in ahead of e-books (56%), research reports/surveys (55%), blog posts (54%), and case studies (49%).
B2B marketers have stated that webinars are a standout in generating top-of-funnel leads, becoming the main tool for attracting people who are looking for basic information about a new product/service or who are learning about a new industry.
Webinars in the middle stage of the sales funnel
The data also shows that webinars can be crucial to the purchase decision, which makes this content an important asset for nurturing leads in the middle and bottom of the funnel.
Nearly half (48%) of B2B consumers say webinars are better used to nurture middle-of-the-funnel leads than to attract top-of-the-funnel leads (41%).
Among the 16 content formats analyzed, respondents state that, to attract top-of-funnel leads, the most used are:
infographics (62%);
blog posts (58%);
podcasts (52%).
At the bottom of the funnel, on the other hand, the only content format that most respondents find most relevant is in-depth e-books or white papers.
Boost your digital marketing results by using webinars to generate more leads and sales opportunities for your business.
Research reports and data
Despite the growing number of webinar viewers, this is still not the preferred content format for B2B consumers when researching their next purchases.
When asked “What are the most valuable content formats and sources for researching your B2B purchase?”, the most cited by respondents was research reports, representing four in 10 consumers.
With this change in consumer behavior recognized, the challenge for marketing professionals is to meet this demand. Understanding and exploring these differences in content consumption allows professionals to identify more assertive tactics and formats to meet consumer expectations in terms of content format, length and style.
Furthermore, the Demand Gen Report reaffirms the importance of the credibility of information and the quality of content offered in the market. These are the main values for buyers who will, in addition to consuming, share this knowledge.
The “B2B Content Preference Report” was developed with the aim of mapping changes in the behavior of B2B buyers, at different levels, and their engagement with content consumption.
The data collected shows that consumers in this category are more concerned about the reliability of information than they were last year.
Webinar Popularity
According to the report, B2B buyers aren’t tired of tunisia whatsapp data webinars. Even as online events have faded, two-thirds (67%) of respondents have hosted or attended a webinar in the past year.
When it comes to consumption, live streaming has surpassed some content formats, coming in ahead of e-books (56%), research reports/surveys (55%), blog posts (54%), and case studies (49%).
B2B marketers have stated that webinars are a standout in generating top-of-funnel leads, becoming the main tool for attracting people who are looking for basic information about a new product/service or who are learning about a new industry.
Webinars in the middle stage of the sales funnel
The data also shows that webinars can be crucial to the purchase decision, which makes this content an important asset for nurturing leads in the middle and bottom of the funnel.
Nearly half (48%) of B2B consumers say webinars are better used to nurture middle-of-the-funnel leads than to attract top-of-the-funnel leads (41%).
Among the 16 content formats analyzed, respondents state that, to attract top-of-funnel leads, the most used are:
infographics (62%);
blog posts (58%);
podcasts (52%).
At the bottom of the funnel, on the other hand, the only content format that most respondents find most relevant is in-depth e-books or white papers.
Boost your digital marketing results by using webinars to generate more leads and sales opportunities for your business.
Research reports and data
Despite the growing number of webinar viewers, this is still not the preferred content format for B2B consumers when researching their next purchases.
When asked “What are the most valuable content formats and sources for researching your B2B purchase?”, the most cited by respondents was research reports, representing four in 10 consumers.
With this change in consumer behavior recognized, the challenge for marketing professionals is to meet this demand. Understanding and exploring these differences in content consumption allows professionals to identify more assertive tactics and formats to meet consumer expectations in terms of content format, length and style.
Furthermore, the Demand Gen Report reaffirms the importance of the credibility of information and the quality of content offered in the market. These are the main values for buyers who will, in addition to consuming, share this knowledge.