According to recent survey findings from a Demand Gen Report, nearly all (94 percent) B2B buyers view content from a variety of sources before making a purchasing decision.

The survey, which included more than 170 responses, was designed to gauge the latest trends in how, when, and why B2B buyers engage with sellers; move through the marketing process; and consume B2B-focused content.

B2B buyers have increased not only the number of sources they are using to research, but also the amount of time they are allocating to the research process. Sixty-six percent of the respondents are currently using a broader variety of sources than they have in the past, and 47 percent admit to spending more time on the research process.

Search results and content on the vendor’s site prove to be the most influential players in the selection process for 79 percent of respondents, followed by whitepapers (55 percent), and social media (50 percent).

From a Social Media Today article, “Social media influence is increasing in B2B buying. How quickly depends on your market, but suffice it to say that waiting until your business is confronted with a competitor’s social media presence is going to put you at a serious disadvantage. So as social influence increases in your market, making your existing marketing more ‘social friendly’ produces these immediate benefits while preparing you to take advantage of the longer term trend to social influence in B2B buying.”

B2B marketers looking to generate more leads and ultimately more sales should look to distribute content and product information across a range of channels. Cross-channel marketing to prospects will allow them to become educated about your brand, which could lead to customer acquisition.

Abigail Pender, Neolane

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