#B2BContentEvent       Content	  Preferences	  Survey	  Results:	        Uncovering	  Buyer	  Behaviors,	  Expecta=ons	  &...
#B2BContentEvent                           Survey	  Details	  •  Responses	  from	  120	  business	  execu*ves	     	  •  ...
#B2BContentEvent                      We	  asked….	                               	  What	  general	  recommenda=ons	  wou...
#B2BContentEvent 75%	  said	  	  “Curb	  the	     sales	  messages”	  
#B2BContentEventTake	  a	  cue	  from	  Carly	  Simon…	                                    This	  song	  is	  	           ...
#B2BContentEventNix	  The	  Company	  Speak	                  	  
#B2BContentEventBuyer	  Centricity:	                      	  not	  just	  a	  buzz	  phrase!                              ...
                             #B2BContentEvent                                                    	                        ...
                                                     #B2BContentEvent60%	  place	  a	  higher	  emphasis	  on	  the	     t...
#B2BContentEvent         How	  Buyers	  Ini=ate	  Product	  Research	  • 	  81%	  all	  buying	  journeys	  begin	  on	  g...
#B2BContentEventContent	  Helps	  Build	  Trust                                 	          • Trust	  supports	  buyer	  co...
#B2BContentEventTrust	  Helps	  Cul=vate	  A	  Role	  In	             Social	  Sharing  	  
#B2BContentEventContent	  Sharing	  Habits:	  Channels	  more	  frequently	  used	  for	  sharing:	                       ...
#B2BContentEventWhat	  Content	  Do	  Buyers	  Use	  To	  Learn	                About	  You?	     • White Papers    88%   ...
#B2BContentEvent         White	  Papers	  &	  E-­‐books:                	                               	  77%	  of	  resp...
#B2BContentEvent   Visual	  Content	  Should	  Be	  Ungated	  	                                              	  74%	  of	 ...
#B2BContentEventThe	  Rise	  Of	  Mobilized	  Content	                                                	   With	  more	  bu...
Buyers	  Say…	                                                                                  #B2BContentEvent          ...
#B2BContentEvent    Ac=on	  Items	  For	  Content	  Planning:	      	      	  1)  Nix	  the	  sales	  speak	  2)  Focus	  ...
                                                                 #B2BContentEvent Want	  To	  Learn	  More?	  Keep	  an	  ...
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Content Consumption Survey Results: Uncovering Buyer Behaviors, Expectations & Preferences

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Attendees will have exclusive access to new survey data highlighting which types of content are resonating with today’s B2B buyers, as well as delivery formats and tactics that cater to the time-starved, inundated buyer. Data highlights include the new platforms and channels through which buyers are accessing content, as well as the need for segmented content based on preferences and behavior.

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Content Consumption Survey Results: Uncovering Buyer Behaviors, Expectations & Preferences

  1. 1. #B2BContentEvent Content  Preferences  Survey  Results:   Uncovering  Buyer  Behaviors,  Expecta=ons  &  Pa?erns   Amanda  F.  Ba*sta,  Managing  Editor  B B Conference
  2. 2. #B2BContentEvent Survey  Details  •  Responses  from  120  business  execu*ves    •  C-­‐Level  and  VP-­‐Level  across  various  industries,  including   Tech/Enterprise;  Telecom;  Financial  Services;  Media/Internet;   and  Manufacturing    •  Survey  objec=ve:  Understand  the  research  paMerns  and   content  preferences  (style,  design,  format)  of  today’s  B2B   buyer    
  3. 3. #B2BContentEvent We  asked….    What  general  recommenda=ons  would  you  make  to  solu=on  providers  who  are   crea=ng  content  resources  about   business  issues?  
  4. 4. #B2BContentEvent 75%  said    “Curb  the   sales  messages”  
  5. 5. #B2BContentEventTake  a  cue  from  Carly  Simon…   This  song  is     not  about  you…   So  don’t  be  vain!  
  6. 6. #B2BContentEventNix  The  Company  Speak    
  7. 7. #B2BContentEventBuyer  Centricity:    not  just  a  buzz  phrase!   Prospect  &  customer   communica*on  must:   • Supplement   • Educate   • Enable   • Solve  
  8. 8.   #B2BContentEvent   We  asked:     “Which  of  the  following  types  of  content  do  you  give   more  credence  to?”  51%  Peer  reviews/user  generated  feedback  33%  Authored  by  a  third-­‐party  publica*on                  or  analyst  and  sponsored  by  a  vendor  12%  Co-­‐branded  content  4%  Directly  vendor-­‐branded  
  9. 9.   #B2BContentEvent60%  place  a  higher  emphasis  on  the   trustworthiness  of  the  source    
  10. 10. #B2BContentEvent How  Buyers  Ini=ate  Product  Research  •   81%  all  buying  journeys  begin  on  general  web          search  •   35%  go  directly  to  vendor  web  sites  •   34%  go  to  industry  guides  and  reports  •   23%  turn  to  social  media     63% “I’m finding and   utilizing more content on the web”
  11. 11. #B2BContentEventContent  Helps  Build  Trust   • Trust  supports  buyer  confidence;     • Confidence  supports  evangelism;     • Evangelism  creates  buzz;             • Buzz  ini*ates  business  conversa=ons!  
  12. 12. #B2BContentEventTrust  Helps  Cul=vate  A  Role  In   Social  Sharing  
  13. 13. #B2BContentEventContent  Sharing  Habits:  Channels  more  frequently  used  for  sharing:     Email  (88%)   LinkedIn  (53%)   Twi?er  (39%)   Facebook  (17%)     *(respondents  had  the  op.on  to  check  all  that  apply)  
  14. 14. #B2BContentEventWhat  Content  Do  Buyers  Use  To  Learn   About  You?   • White Papers 88% • E-books 50% • Webinars 72% • Blog Posts 63% • Video 44% • Infographics 38%    
  15. 15. #B2BContentEvent White  Papers  &  E-­‐books:    77%  of  respondents  will  share  basic   C  info  (name,  company  and  email)  to   access  a  white  paper    75%  of  respondents  will  share  basic   info  to  access  an  e-­‐book  
  16. 16. #B2BContentEvent Visual  Content  Should  Be  Ungated      74%  of  respondents  expect  to  access   infographics  without  registra*on     67%  expect  to  access  videos   without  registra*on  
  17. 17. #B2BContentEventThe  Rise  Of  Mobilized  Content     With  more  business  execs  opera.ng  “on-­‐the-­‐go”  and  working  past   tradi.onal  9-­‐to-­‐5  hours,  mobile  devices  are  being  used  more   frequently  to  access  content   60%       (mobile  devices)     vs.       30%     (desktop  computer)      
  18. 18. Buyers  Say…   #B2BContentEvent Keep  It  Short  &  Sweet   Today’s  =me-­‐ White  Papers:  Between  10  and  20  mins.  (30%)  starved  execu=ves     E-­‐books:  Between  5  and  10  mins  (20%)   are  typically  only    willing  to  spend  10   Infographic:  Less  than  5  mins.  (41%)    minutes  reviewing  a   Case  Study:  Between  5  and  10  mins.  (30%)   piece  of  content     Video:  Between  5  and  10  mins.  (39%)     Blog  Posts:  Between  5  and  10  mins.  (35%)            
  19. 19. #B2BContentEvent Ac=on  Items  For  Content  Planning:      1)  Nix  the  sales  speak  2)  Focus  on  building  trust  3)  Encourage  content  sharing  4)  Consider  gated  versus  ungated   preferences  5)  Keep  content  short  and  sweet  
  20. 20.   #B2BContentEvent Want  To  Learn  More?  Keep  an  eye  out  for  the  full  results   report,  which  will  be  released  on   DemandGenReport.com     Let’s  Connect!   Amanda  F.  Ba=sta   amanda@demandgenreport.com   @AmandaF_Ba*sta  

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