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.

What B2B buyers believe constitutes high-value content

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 in executive roles favor original research and data in vendor content

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

Where B2B buyers say they find high-quality vendor content

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.


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What Makes Vendor Content 'High Value' for B2B Buyers?

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji