What qualities do B2B buyers find most impactful and important in vendor-created content?
To find out pavilion And Stand carried out a survey in August and September 2023 among 824 full-time employees in North America and the United Kingdom who participated in a B2B buying process in the past year.
B2B buyers say The three characteristics they most associate with quality content are that the posts are tailored to their specific industry/needs, that they provide success metrics, and that they contain original research/data.
B2B buyers in leadership roles are 20% more likely than non-leadership buyers to say they consider original research/data a key element of quality content.
B2B buyers say they are most likely to find quality content on vendor websites and professional communities.
About the research: The report was based on data from a survey conducted in August and September 2023 among 824 full-time employees in North America and the United Kingdom who participated in a B2B buying process in the past year.