B2B Needs More High-Quality Content
It shouldn’t be surprising to any of us in business, but in research by Marketing Charts, 75% of all B2B buyers are spending more time researching purchases. I guess that is the digital way of saying shopping.
In this age of virtual shopping, or researching if that makes you more comfortable, more than 60% note that high-quality, relevant content was the notable differentiator in winning the business.
Also note that relevant content probably does not mean a corporate brochure. It means content that fulfills the informational needs of the customer over the concerns of the seller. That could mean more transparency about your capabilities and limitations, and sales reps who are well-versed in client needs and category specifics.
It’s not surprising we are all doing more and more research/shopping online, even for our business. What is surprising is how little “high-quality content” is available to consume.