content consumption survey results: uncovering buyer behaviors, expectations & preferences
Post on 21-Oct-2014
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DESCRIPTION
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.TRANSCRIPT
#B2BContentEvent
Content Preferences Survey Results: Uncovering Buyer Behaviors, Expecta=ons & Pa?erns
Amanda F. Ba*sta, Managing Editor
B B
Conference
#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
#B2BContentEvent
We asked….
What general recommenda=ons would you make to solu=on providers who are
crea=ng content resources about business issues?
#B2BContentEvent
75% said “Curb the
sales messages”
#B2BContentEvent
Take a cue from Carly Simon…
So don’t be vain!
This song is not about you…
#B2BContentEvent
Nix The Company Speak
#B2BContentEvent
Buyer Centricity: not just a buzz phrase!
Prospect & customer communica*on must:
• Supplement • Educate • Enable • Solve
#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
#B2BContentEvent 60% place a higher emphasis on the
trustworthiness of the source
#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”
#B2BContentEvent
Content Helps Build Trust • Trust supports buyer confidence; • Confidence supports evangelism; • Evangelism creates buzz;
• Buzz ini*ates business conversa=ons!
#B2BContentEvent
Trust Helps Cul=vate A Role In Social Sharing
#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)
#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%
#B2BContentEvent
C
White Papers & E-‐books:
77% of respondents will share basic info (name, company and email) to
access a white paper
75% of respondents will share basic info to access an e-‐book
#B2BContentEvent
Visual Content Should Be Ungated
74% of respondents expect to access infographics without registra*on
67% expect to access videos
without registra*on
#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)
#B2BContentEvent Buyers Say… Keep It Short & Sweet
Today’s =me-‐starved execu=ves are typically only willing to spend 10 minutes reviewing a piece of content
White Papers: Between 10 and 20 mins. (30%) E-‐books: Between 5 and 10 mins (20%) Infographic: Less than 5 mins. (41%) Case Study: Between 5 and 10 mins. (30%) Video: Between 5 and 10 mins. (39%) Blog Posts: Between 5 and 10 mins. (35%)
#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
#B2BContentEvent
Keep an eye out for the full results report, which will be released on
DemandGenReport.com
Let’s Connect! Amanda F. Ba=sta
[email protected] @AmandaF_Ba*sta
Want To Learn More?