- 01 May
How B2B Buyers Engage With Content: 4 Insights
It seems that half of B2B buyers now say that they rely more on content to research and make purchase decisions. And most are placing a higher emphasis on the trustworthiness of the source of the content. This according to the 2018 Content Preferences Survey Report [download available] from Demand Gen Report.
Really, It All Comes Down to Trust
As buyers lean more on content for purchase decisions, they’re looking for that content to come from trustworthy sources. In fact, fully 78% say they’re placing more of an emphasis on the trustworthiness of the source. And 65% said their consumption habits have changed to prefer credible content from industry influencers.
This is an important study for any B2B marketers that rely upon content in their marketing mix. Here are 4 takeaways from the study, which is based on a survey of almost 170 B2B marketing and sales professionals at Marketing Charts