B2B Buyers are Checking Out Blogs, Podcasts

BY Kathy Crosett
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Your clients’ B2B buyers can be pretty demanding. They like to know exactly how a solution is going to solve their problem and how much ROI they can expect. These buyers spend a lot of time checking out content online before they connect with a provider. This trend means you have to help your clients look their best online.

With all the content being pushed at B2B buyers online, they’re getting pretty choosy about what they’ll spend time on. A top priority for most of these buyers is getting access to “data and research to support the claims and suggestions made” about the product or service, according to a new survey from Demand Gen. B2B buyers also want credible content. At least 78% say they are paying more attention to the trustworthiness of the source.

One of the most interesting aspects of Demand Gen’s study is the way it breaks out the types of content B2B buyers look for during each step in the sales funnel. During the early stages of research, buyers seek out podcasts and blogs. Interestingly, blogs can be consumed quickly, when compared to being forced to sit through a video presentation or webinar. Podcasts also allow busy B2B buyers to work efficiently. For example, while they’re driving, they can listen to a podcast that addresses various solutions to a business problem they’re facing.

Time is still an issue for buyers though. Regardless of the format your client uses to deliver content, keep it to five minutes or less. For example, about 43% of buyers say they’ll spend five minutes or less on videos or listicles.

When buyers move deeper into the funnel, they’re willing to spend a little more time reviewing information. At that point, almost half are willing to sit through a webinar or read third-​party/​analysts reports. In fact, up to 37% of B2B buyers will allocate between 30–60 minutes for a webinar on a product or service they’re interested in.

Your clients’ B2B buyers want more specific information when they’re in their final stages of making a decision. This is the time to provide ROI data, case studies, and peer reviews that respectively influence 48%, 42% and 35% of buyers.

To learn more about what influences B2B buyers, check out the AudienceSCAN profiles for SMB owners and Business Starters on AdMall from SalesFuel.