Report: More B2B Buyers Seek Easy Access to Relevant Content Marketing

As the B2B buyer’s journey continues to evolve, new research sheds light on the importance of content for marketers looking to meet customer and prospect demands.

DemandGen recently released its “2022 B2B Buyer Behavior Survey,” and statistics suggest that the majority of B2B buyers (63%) now want easy access to relevant content marketing applicable to their organization while evaluating solutions. This is followed by easy access to pricing and competitive information (62%) and demonstrated expertise around specific industry needs (56%).

Additionally, most B2B buyers (84%) said winning vendors have provided content that has had a significant impact on their buying decision in the past. However, it should be noted that the majority of respondents (68%) say they have chosen vendors in the past because of their demonstrated understanding of organizational needs.

Adopt Agile Marketing Practices to Gain an Edge

To adapt to changing customer needs and demands, previous research suggests that more and more organizations have turned to agile marketing.

Ascend2 produced the “Agile Marketing Impact Survey Summary Report” to take a closer look at the growing adoption of this style of marketing. The data indicated that the majority of marketers (68%) agree that the importance of agile marketing for establishing competitive advantage has “moderately increased” over the past two years. About 22% say it has “greatly increased”.

Most marketers (45%) adopted an agile marketing strategy to increase productivity, while 43% did so to gain competitive advantage.