What qualities do B2B buyers find most impactful and essential in content created by vendors?

To find out, Pavilion and Kickstand conducted a survey in August and September, 2023, among 824 full-time employees in North America and the United Kingdom who have participated in a B2B buying process in the past year.

B2B buyers say the three qualities they associate most with high-value content are when pieces are customized to their specific industry/needs, when they provide success metrics, and when they include original research/data.

B2B buyers in executive roles are 20% more likely than buyers in non-executive roles to say they consider original research/data to be a key element of high-value content.

B2B buyers say they are most likely to find high-value content on vendor websites and in professional communities.

About the research: The report was based on data from a survey conducted in August and September, 2023, among 824 full-time employees in North America and the United Kingdom who have participated in a B2B buying process in the past year.