Channel Marketer Report

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2019 Content Preferences Survey: Buyers Place More Value On Peer Reviews, Third Party Reports

B2B buyers are paying more attention to what other people think about the products and services they’re considering. According to the 2019 Content Preferences Survey conducted by Channel Marketer Report’s sister publication, Demand Gen Report, buyers say they are placing higher emphasis on comments from colleagues and peers,user reviews and third party/analyst reports.

The survey’s respondents, 200 senior-level B2B decision makers across multiple verticals, complained that their busy schedules are limiting the number of assets they review. Almost a quarter of the respondents said they review only one to three assets. Just over 40% said they look at three to five documents before speaking to a sales representative.

Additional highlights from the 2019 survey include:

  • 68% of respondents said they want to see B2B vendors organize content by issue/pain point;
  • Case studies (47%) and webinars (39%) are the top-two types of most valuable influencer content formats; and
  • More than half (63%) of respondents say they are willing to share information to access webinars, with white papers trailing closely behind at 49%.

The research shares insights into the types of content preferred in the early, middle and later stages of their journey, as well as their recommendations for improving the quality of content created/provided by B2B vendors. It also offers insights into the channels, formats and preferences for B2B buyers in terms of the content they consume for business purchases.

To learn more about B2B buyer content preferences, download the report.