What Your Buyers Want You to Know About Marketing to Them [New Research]
Understanding your buyer is key to a marketer’s success.
With more than 4 million professionals researching on our platform, we were interested in further understanding how buyers and influencers make purchase decisions. We teamed up with Lightspeed GMI, a global market research firm, to delve into the B2B buyer’s journey.
We were particularly interested in further understanding more about B2B professionals’ content consumption preferences.
- Were they looking for introductory or advanced content?
- Did they prefer videos or white papers?
- How often were they consuming dynamic content?
Here’s what we found.
Across all levels of experience, there are some common threads, including how buyers like to consume content and what content topics they prefer. The responses below are inclusive of all experience levels, from junior to executive.
Best content themes:
- ‘Introduction to’
- ‘How to’
- Soft skills
- Thought leadership by experts
- Industry news
- Product demos
Tactical content (‘introduction to,’ ‘how to’) is in high demand for junior, mid-management, and senior executives, but ranks as the highest priority for junior and senior level employees.
Preferred content formats:
- Videos and webinars
- PDF or PPT
- Community websites, discussion boards
- Classroom, meetups
For all three experience levels, videos and webinars were the clear content format of preference. People prefer rich media: This is why Google’s new algorithms are prioritizing video content and in particular, video-centric content destinations. However, it’s important to note that CEOs still rely on and enjoy books.
While there has been speculation about this trend, we found that junior employees do in fact play a significant role in buying decisions.
Even if you’re selling to the C-suite, there’s a real possibility that one or more junior employees will participate in the evaluation process and then present their findings. This is evident in the fact that the average buying committee now consists of 5.4 people. For that reason, it’s important to create content that appeals to each of those participants.