B2B Buyers Favor Marketing Content Backed By Research

Demand Gen's "Content Preferences Survey Report" reveals that 55% of B2B buyers now rely more on content than they did a year ago. According to the report, 43% of decision-makers said research and survey reports are most valuable, followed by case studies (40%), webinars (40%), and B2B media (37%). Also, well-researched content often leads to a purchasing manager's willingness to take sales calls from a vendor.