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B2B Decision Makers Want More Content That Addresses Their Needs, Less Info on Product/Solution Features

B2B buyers are becoming a little more self-centered about the content they want to consider. According to Demand Gen Report’s 2018 Content Preferences Survey, almost nine out of ten decision makers agreed that marketers should prioritize messages about the value they bring to their customers’ business, rather than details about their products.

The annual survey digs deep into the channels, formats, and other components that B2B decision makers prioritize in the content they review. Among the key findings:

  • Almost half (49%) of the respondents said content plays a bigger role in the purchase decisions they make;
  • Podcasts are a go-to top-of-the-funnel content option for almost two-thirds of B2B buyers, while webinars were ranked as valuable mid-stage sources;
  • B2B buyers want barriers to content to drop, as 66% strongly agreed that companies should make it easier to access information.
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