CMO Council study: Content has significant impact on buying process

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Palo Alto, Calif.—A new study by the Chief Marketing Officer Council found that 87% of b-to-b buyers said online content has either a major or moderate impact on vendor preference and selection. The study, “Better Lead Yield in the Content Marketing Field,” was based on an online survey of more than 400 b-to-b buyers, conducted in April in partnership with NetLine Corp. According to the study, the most valuable sources of online content cited by b-to-b buyers when researching products and services are professional associations and online communities (47%); industry organizations and groups (46%); online trade publications (41%); seminars and workshops (41%); and trade shows (35%). The types of content b-to-b buyers value most include professional association research reports and white papers (67%); industry group research reports and white papers (50%); customer case studies (48%); analyst reports and white papers (44%); and product reviews (40%). B-to-b buyers said the characteristics they most value in online content are breadth and depth of information (47%); ease of access, understanding and readability (44%); and originality of thinking and ideas (39%). The characteristics buyers most dislike in b-to-b online content include too many requirements for downloading (50%); blatantly promotional and self-serving (43%); and nonsubstantive and uninformed content (34%).
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