- 26 Aug
The Content Qualities That Most Influence B2B Purchasing Behavior
by Ayaz Nanji
Finding the real power of content can be a significant challenge for B2B marketing. After all, what type of content is going to work? And, when in the buying process is it going to be most effective? Or, how can it be used to move the prospect through their purchase decision process?
All good question. But, where are the answers?
To find answer to these questions the Content Marketing Institute and SmartBrief conducted a survey of actual B2B buyers [download available]. For their study they polled 1,200 business leaders in 18 verticals. They focused on those people directly involved in purchasing decisions for their organizations.
And what they found was a set of keys to making content work as a strategic tool for B2B selling.
First, it seems that prospective buyers of B2B products and services actually do find content to be most useful during the decision-making process. However, only when it speaks to their needs/pain points, provides specifications. And one important caveat brought out in the study is that it must be educational rather than promotional.
To see the specifics of The Content Qualities That Most Influence B2B Purchasing Behavior, read the full article at MarketingProfs.com
NOTE: A Free Registration pop up opens on this site. Registration is not required to read the article.