More than 90% of B2B buyers influenced by content marketing

by Brian Oliver

A new study by DemandGen, an emedia publication that focuses on B2B sales strategies and solutions, has found that more than 90% of B2B purchase decisions start with exposure to some form of content marketing material.

The report also found that over 40% of B2B buyers often learn about a supplier’s products or services for the first time by downloading content from their website.

This highlights the growing importance of a content strategy that includes the provision of helpful downloadable material – such as white papers, case studies and eGuides – to demonstrate the value of a company’s products or services.


The study’s findings show that optimised content-led marketing is becoming an increasingly critical tool for many B2B companies. It suggests that companies that guide prospects through the ‘conversion funnel’ with engaging and relevant content are more likely to be successful in generating qualified sales leads.

This is in line with a recent study by integrated marketing solutions company HubSpot which found that some 25% of businesses that use content marketing now find it essential.

“Research has shown that engaging content is critical to supporting an inbound marketing strategy and helping companies get found,” says Jeanne Hopkins, director of marketing at HubSpot.

She adds: “Progressive marketers are realising that content also plays a key role in advancing prospects from the middle of the funnel to closed deals by nurturing and educating buyers with information that speaks directly to their needs at different stages.”


The DemandGen Report also recognised that B2B companies often find it difficult to create and sustain effective content without outside help, such as independent content writing services.

“As these trends emerge, B2B marketers continue to struggle to keep pace with content development, content marketing strategies and how to utilise content to drive demand,” says DemandGen Report editor Andrew Gaffney.

Industry expert Jon Wuebben, CEO of ContentLaunch, believes this is one reason why we’re seeing the growth of agencies that specialise in the strategic planning, creation, distribution and curation of customer-focused content. In his latest book, Content Is Currency: Developing Powerful Content for Web & Mobile, Wuebben insists that the content marketing agency is now replacing the traditional ad agency for many companies.

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.


CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing


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One Response to “More than 90% of B2B buyers influenced by content marketing”

  1. B2B marketing should focus more on building relationships through trustworthy content and less on sales messaging « CONTENTED MARKETER Says:

    […] Contented Marketer recently reported, more than 90% of B2B purchase decisions are now triggered by exposure to some form of content […]

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