Because of advancing technologies and online innovations in a now digital world, buyers today are more sophisticated and knowledgeable, especially in the business arenas. They are well educated on the products and services that you offer before ever contacting your sales team to discuss making a purchase.
The sources that these B2B (Business to Business) shoppers refer to are generally varied, however some of the most popular means of content research are:
Interestingly, 40% of Business-to-Business buyers frequently share company blog posts. The material that is most trusted by B2B buyers is peer-reviewed user generated content; so trusted, in fact, that 97% consider it more believable!