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Buyer Community> Trade Intelligence> knowledge> Content - The Best Content Types for Each Stage of the B2B Sales Cycle [Infographic]
Source: MarketingProfs MarketingProfs

Content - The Best Content Types for Each Stage of the B2B Sales Cycle [Infographic]

Published: 28 Feb 2015 00:22:49 PST

B2B buyers consider short, text-based content most useful at the beginning of the sales cycle, and time-intensive content types (videos, detailed guides, etc.) most useful right before making a decision, according to a recent report from Eccolo Media.

The report was based on data from a survey of 100 plus people at B2B companies who are either responsible for buying decisions (67% of respondents) or influence buying decisions (33%).

Respondents came from a mix company sizes (34% enterprises; 36% mid-market; 29% small businesses) and had a range of titles (24% C-level executives; 23% managers; 22% directors; 10% vice presidents; 4% developers).

Among the key findings of the survey:

  • Blogs and newsletters are most valued by B2B buyers early in the sales cycle, when they are starting to learn about a topic and evaluate products/vendors.
  • Whitepapers are most valued in the beginning and middle parts of the sales cycle, when buyers are attempting to understand a problem.
  • Videos, webinars, and detailed tech guides are most useful toward the end of the cycle, when buyers are considering specific vendors and finalizing selection.
  • 80% of buyers want to continue to receive content after a sale is completed.

For more insights from the report, check out the infographic:

About the research: The report was based on data from a survey of 100 plus people at B2B companies who are either responsible for buying decisions (67% of respondents) or influence buying decisions (33%).

Posted on 16-Dec-2014 by Ayaz Nanji

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