Reigns Supreme: Content in the B2B Buyer’s Journey

About eight years ago, SiriusDecisions (now owned by Forrester Research) did a study that proved that about 67% of the buyer’s journey is now done digitally. While they were talking about B2B buying, the reliance on the internet for research and making buying decisions very much mirrored the behavior of consumers in their personal lives. Since then, content has become king – an essential pillar of marketing today.

But while many marketing departments are scrambling to create content, the role of content in the buyer’s journey isn’t fully understood, particularly within the complex realm of B2B marketing. To address this, we surveyed 243 marketers to understand the role and types of content used within the purchase journey for marketing technology.

Methodology

Methodology


Here’s what we found…..

More than half of participants (52%) said that they are “definitely” more likely to buy from a vendor

More than half of participants (52%) said that they are “definitely” more likely to buy from a vendor after reading content from a specific vendor.


How buyers find content

How buyers find content:

  • direct vendor websites
  • internet searches
  • social media
  • industry publications
  • email
  • word of mouth
Vendor Content consists

Vendor Content consists of:

  • videos
  • infographics
  • whitepapers
  • websites
Party Content consists of

3rd Party Content consists of:

  • analyst reports
  • peer reviews
  • social postings
  • industry events
  • webinar
  • blogs

Buying Stages

63% had a buying team of 3 to 4 people

63% had a buying team of 3 to 4 people

73% took between 2 to 6 weeks

73% took between 2 to 6 weeks


Most Useful Types of Content for Purchase Decision

Most Useful Types of Content for Purchase Decision

Product specifications and functionality

Product specifications and functionality

Product comparisons

Product comparisons

Product success stories

Product success stories

Content to specifically show value to internal stakeholders

Content to specifically show value to internal stakeholders

Product tutorials

Product tutorials

Guidance on my problem / how to solve it

Guidance on my problem / how to solve it

Average number of Content pieces Consumed:

Average number of Content pieces Consumed


Implications:

Content is critical in your B2B buyers journey, so ensure you have the right content, in the right place, for the right stage in their journey, by doing the following:

1. Understand your customers

Understand your customers

Not just how they think but also how they feel. B2B marketers must understand the emotions that motivate business buyers and ensure their content makes buyers feel more powerful and assured they are making the correct purchase decision.

2. Offer content in a variety of formats

Offer content in a variety of formats

Formats can include whitepapers, infographics, blogs and videos, to help people engage in in a way that suits their learning style.

3. Don’t forget next steps

Don’t forget next steps

Once you’ve created the content, look to address other elements, such as SEO and nurture campaigns.

To learn more read the full study


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