B2B purchase decisions are becoming complex. With technology helping break down business silos, a side effect is that buying cycles are getting longer, becoming more dependent on clear communication across business departments. Crafting content that resonates and engages with a range of individuals and teams is therefore becoming increasingly difficult.
So where should you invest dollars when it comes to your content efforts, to communicate with all of these key audiences?
DemandGen Report’s Content Preferences Survey Report has the answers. The report details the content formats that B2B buyers most prefer today, how these preferences are evolving, and why.
Webinar content continues to be a staple for B2B buyers in the mid-stage of the sales funnel. Close to half of respondents (48%) said webinars were their top choice and most valuable content format in the mid-stage of their buying journey.
In the post COVID economy, it is quite clear that organisations have adapted to the #WFH concept and are now revamping their business model to make a permanent shift in the way people work from home.
Google, Microsoft, Facebook and Twitter have already announced their intentions of reorganising the workplace modus operandi and others are likely to follow soon.
Pragmatic organisations are now creating webinar-based marketing programs and startups such as ONLY webinars are providing ‘Webinars As A Service’ (WAAS).
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