What Makes Vendor Content 'High Value' for B2B Buyers?

B2B buyers say customizing content to their specific industry/needs, providing success metrics, and including original research/data are essential qualities for high-value content. Executive roles are 20% more likely to favor original research/data. Vendors websites and professional communities are where B2B buyers find high-value content.

Pavilion and Kickstand conducted a survey to discover what qualities B2B buyers find most impactful. 824 full-time employees in North America and the United Kingdom who have participated in a B2B buying process in the past year were surveyed in August and September, 2023.

The survey results showed that B2B buyers prioritize customized content, success metrics, and original research/data when it comes to finding high-value content. Executives are more likely to prefer content with original research/data. The two places where B2B buyers look for high-value content most often are vendor websites and professional communities.