Marketing automation, social media and other digital innovations are changing the way B2B buyers make decisions and advance through the buying process. New research from Forrester confirms this notion, finding that 68% of B2B buyers prefer to conduct online research on their own, and 63% of them do so using a mobile device.
Today’s buyer is less loyal, more anonymous and more emotional than those of the past, which indicates the need for modern marketers and sales reps to work closely together to create B2B content that prospects will find both valuable and helpful.
Additional Forrester research findings include:
- 66% of B2B buyers say vendors provide too much material
- 57% say much of the material is useless
- 79% of buyers say they value content that’s tailored to their industry, role or department
- 81% of B2B buyers say it’s important that content be backed by data
Learn more on LinkedIn’s Marketing Blog.