For B2B buyers, brand content and third-party content play critical roles in helping them make purchase decisions.
Throughout the purchase cycle, B2B buyers at all levels within the organization consume, share, and discuss both brand content and third-party content and rely heavily on it for vendor selection and product and services selection.
A new study from Chief Marketing Officer (CMO) Council and NetLine Corporation found that online content is highly influential for B2B buyers. The study surveyed executives from 30 different industries and found that three needs drive B2B buyers to actively seek out content to support specific decisions.
Nearly two out of three B2B buyers (62%) seek out content to learn about new market developments and industry practices, while nearly the same number of people (60%) seek out content to discover new solutions that could address specific needs. Just over one in two B2B buyers (52%) seek out content to address a project that is already in progress (or about to commence) for their companies....