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.

1. #B2BContentEvent
Content
Preferences
Survey
Results:
Uncovering
Buyer
Behaviors,
Expecta=ons
&
Pa?erns
Amanda
F.
Ba*sta,
Managing
Editor
B B
Conference

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. #B2BContentEvent
We
asked….
What
general
recommenda=ons
would
you
make
to
solu=on
providers
who
are
crea=ng
content
resources
about
business
issues?

4. #B2BContentEvent
75%
said
“Curb
the
sales
messages”

5. #B2BContentEvent
Take
a
cue
from
Carly
Simon…
This
song
is
not
about
you…
So
don’t
be
vain!

6. #B2BContentEvent
Nix
The
Company
Speak

7. #B2BContentEvent
Buyer
Centricity:
not
just
a
buzz
phrase!
Prospect
&
customer
communica*on
must:
• Supplement
• Educate
• Enable
• Solve

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.
#B2BContentEvent
60%
place
a
higher
emphasis
on
the
trustworthiness
of
the
source

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. #B2BContentEvent
Content
Helps
Build
Trust
• Trust
supports
buyer
confidence;
• Confidence
supports
evangelism;
• Evangelism
creates
buzz;
• Buzz
ini*ates
business
conversa=ons!

12. #B2BContentEvent
Trust
Helps
Cul=vate
A
Role
In
Social
Sharing

13. #B2BContentEvent
Content
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. #B2BContentEvent
What
Content
Do
Buyers
Use
To
Learn
About
You?
• White Papers 88%
• E-books 50%
• Webinars 72%
• Blog Posts 63%
• Video 44%
• Infographics 38%

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. #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. #B2BContentEvent
The
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. 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. #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.
#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