The Content Qualities That Most Influence B2B Purchasing Behavior

Curated by Paul Helmick

I’m a Technology CEO and Experienced Entrepreneur. I love helping people use technology to grow their business.

  • Prospective buyers of B2B products and services find content to be most useful during the decision-making process, when it speaks to their needs/pain points, provides specifications, and is educational rather than promotional
  • See the three charts below to find out what matters most in your content / messaging
  • Some 62% of respondents say they find content to be useful during the evaluation process when it speaks to their specific needs/pain points
  • More than half—57%—find content useful when it provides specifications about products/services, and 43% say they value content when content is more educational than promotional.


About the research: The report was based on data from a survey of 1,200 business leaders in 18 verticals who are involved in purchasing decisions for their organizations.