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B2B Purchasers Are Consuming More Content Before Buying-New Study


B2B buyers are warier than they were before the pandemic — at least in Great Britain, but probably in the U.S., too, judging by B2B Buyer Insights, a new study by durhamlane in partnership with Cyance.

Of the 80 buyers polled, 50% are consuming and marketing content than they did before 2020. But 79% report that they are served irrelevant content from vendors despite spending more time researching purchases. 

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In addition, 47% face more budget resistance. And 60% say purchase decisions are affected by shifting business priorities.

Worse, 58% agree with the statement that purchase decisions are more likely to be put on hold due to changing priorities, 9% strongly so, and 49% ay the same about potential buys.

But 45% rely on word of mouth and referrals, and 51% spend more time evaluating and analyzing before making a decision. 

Of note to email marketers tasked with delivering content through the funnel is that 60% of buyers “find it helpful to receive relevant information form B2B throughout my buying journey,”

Here is what they expect of content:

Educates me on how to overcome my challenges & solve points — 69%

Resources tailored to the current stage of my buying journey — 53%

Helps me to make informed purchase decisions — 50%

Information about features and functionality — 30%

Creative and hyper-personalized content — 26%

But barely more than 20% agree that most B2B vendors provide them with relevant information. Almost 50% disagree and the remainder are neutral. 

Sadly, over 80% agree that they share irrelevant information from vendors with decision-makers.

Good B2B personalization achieves these goals, in this order:

Identifying & understanding the pains/challenges related to my job

Understanding my job role/function

Understanding the industry/sector I work in

Identifying recent changes or events related to my company

Personalizing digital marketing assets

Personalizing physical marketing assets

Identifying interests/hobbies related to my personal life.

Credit: Media Post

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