Trends Report

Peer Stories And Credible Data Attract And Engage B2B Buyers

Use Short-Form Interactive Content To Capture Customers' Attention

September 7th, 2017
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Caroline Robertson , Daniel Klein , April Henderson , Jacob Milender , Alexander Bullock , Kara Hartig

Summary

Business purchase decision makers want content — supported with evidence- and fact-based viewpoints — that comes from other customers and unbiased sources. They also prefer to consume content published in shorter visual formats. B2B marketers: Now is the time to balance substance and format in all content that you deliver. Read this report to learn how to tune your marketing content to buyers' interests by boosting its relevance and demonstrating empathy with your target audiences.

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