Type Of Content B2B Buyers Most Likely To Consume Post-Purchase, October 2014 [CHART]
B2B tech buyers want a blend of content, too—not just follow-ups. Fully 36% said they were most likely to consume thought leadership content after a purchase. They want to make sure they’ve made the right choice in buying technology from a top company that shares expertise from industry leaders. Trust likely plays a big role in this preference, too, as August 2014 polling by Kapost found that independent thought leadership or blogs were the most-trusted content sources among B2B marketers.
Among Eccolo respondents, 30% desired technical support and updates. Results from September 2014 research by Cargo highlight just how important this can be, with bad customer service the No. 1 reason that US small-business owners had changed brands/companies with which they did business.
Eccolo found that B2B tech buyers also wanted specific, ongoing details about the product they had bought: 25% were most likely to consume new product information. Meanwhile, customer stories were of little interest, cited by just 9%. Read the rest at eMarketer.