Commentary

Chewing Their Food For Them: How Content Drives B2B Purchases

B2B purchases are hardly impulse buys: The prospect has to be carefully steered through the funnel.

But this is a complex process, and it’s easy to make mistakes. That much is clear from “How Content Influences the Purchasing Process,” a study by the Content Marketing Institute (CMI) and SmartBrief.

The CMI polled 1,200 SmartBrief subscribers who are involved with purchasing decisions in their organizations. It’s another piece of the CMI’s ongoing research into content marketing patterns.

What did it find?

First, it found that nothing beats live input: 80% are influenced by peer recommendation. But that’s not all: 74% rely on original research and 58% product reviews.

In addition, 55% get input at in-person events and the same percentage is swayed by product demos. Next — for 50% — is manufacturers’/vendors’ websites/product information.

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Content specialists, take note: Only 43% are influenced by case studies, and 42% by educational Webinars.

Buried near the bottom of this is the email newsletter (21%).

So what do they expect from content?

First, 62% want material that “speaks to my specific needs and/or pain points.” And 57% favor product/service specifications.

But this is a key point — 43% want content to be more educational than promotional.

Less important is showing how the product or service has helped others — only 33% want that. And the same percentage seeks help in building a business case.

Go figure: A mere 24% demand that the material be professionally presented. That doesn't mean you can litter it with typos.

Whatever the source, they do their homework. Of those surveyed, 81% agree that they do their own research before they reach out to a vendor or manufacturer. And 46% strongly agree.

Two-thirds agree that they uses sources other than the vendor when they begin to collect information. But most feel that vendors are an important part of the process.

And what happens when you've persuaded prospects that you've got what they need?

They do some internal marketing of their own to their colleagues and superiors — via email.

Of the marketers polled, 82% rely on email. And 64% do some personal arm-twisting in conversations. Another 36% cite collaborative documents/folders.

Social media barely tracks.

What's the takeaway?

“These data indicate that most buyers have already done their homework before reaching out to potential vendors,” says Michele Linn, vice president of content at CMI. “Therefore, vendors should understand the type of information that customers are seeking and try to meet that need.

Linn adds: “Peer recommendations and product reviews may not be in the vendor's control, but original research, in-person events, and product demos are examples of opportunities that are.”

Summing up the same findings, content expert Wendy Marx offered these practical suggestions. We quote: 

Create content that speaks directly to the needs of your audience, and be specific about the problems that they face.

Skip self-promotional content and focus on educational content that builds brand awareness and trust.

Dedicate resources to the creation of original research that your audience will seek out for answers.

Make your content easy-to-share via email to promote discussion of it among colleagues, customers and prospects.

 

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