The Majority of B2B Buyers Indicate Content Will Have Impact On Online Purchasing, Study Says

CMO CouncilThe majority of B2B buyers, at 87 percent, indicate that content will have an impact on their online purchasing, according to a recent The Chief Marketing Officer (CMO) Council and NetLine Corporation report. Additional findings from the study include:

  • Respondents believe that online content will be able to understand the customers’ needs and filter out the best suitable sellers at 35 percent.
  • Things B2B buyers prefer online content to contain include; original content at 39 percent, 47 percent want a broader depth of information, and 44 percent want highly readable, easy to understand and access information.
  • Things buyers do not want include; excessive prerequisites before downloading at 50 percent, obvious and selfish promotion behavior at 43 percent, wrong content and lack of information or un-substantive content at 34 percent.
  • Content buyers consider most valuable and trustworthy include; a professional association research report white paper at 67 percent, an industry group research report white paper at 50 percent, customer case studies at 48 percent, analyst report white papers at 44 percent, and independent product reviews at 40 percent.
  • Only nine percent of buyers said they trust the related content issued by sellers.
  • E-mail is still the most common way for B2B content sharing.


G2Market Inside Scoop: It’s logical when you think about it: content plays a huge role in influencing online B2B sales.  After all, extensive – and comparative – research is a standard operating procedure for comparatively high-dollar business purchases.  While in-depth information is extremely important, the value of independent reporting can’t be overstated when creating content for the B2B audience.


(For additional information, contact: The Chief Marketing Officer Council,; NetLine Corporation,