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2016 Content Preferences Survey: B2B Buyers Value Content That Offers Data And Analysis

More than half (51%) of B2B buyers rely on content now to research their buying decisions, and they want shorter, interactive content that educates rather than sells. Those were among the findings of the 2016 Content Preferences Survey Report.
In addition, buyers said they want content that can help them benchmark their strategies, as well as highlight success stories from others facing similar challenges.

Other statistics include:

  • 73% of respondents viewed a case study during their research;
  • 96% of respondents want content with more input from industry thought leaders; and
  • 47% of buyers viewed three to five pieces of content before engaging with a sales rep.

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