Buyers are becoming more discerning and selective in the content they decide to consume. A majority (88%) agree that content producers need to focus less on product specifics and more on the value that can be brought to their business.
- 49% of B2B buyers said they now rely more on content to research and make purchase decisions;
- 64% said they prefer podcasts at the top of the funnel, while 48% said webinars were valuable to them in the mid-stage of their buying journey; and
- 66% of B2B buyers strongly agree that companies should make it easier to access their content.