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Which content informs the B2B buying decision?

Author's avatar By Dave Chaffey 03 Aug, 2011
Essential Essential topic

Buyer content preferences in product or service selection

I think everyone agrees that customer-centred content converts better than product-centred content. But which content are prospects looking for when they’re deciding on which products to buy?

Marketing Automatation Software Guide did some research on what informs the B2B purchase decision helps answer this question, so I thought we’d provide a summary to help you think about how customer-centric your site in terms of the different types of information available to explain the product.

Content used to inform decisions when researching a market?

During the initial evaluation of a product, these are the factors that are important. No surprise that pricing is at the top of the list since it will often require a phone call in B2B. Proof of features and demonstrations are also popular.

Content used to inform decisions when researching a product

Once a “consideration set” of products have been selected, features and benefits are top of the list. With user reviews and ratings important. Within B2B these are often in a separate “case studies” section of the site, so this suggests it’s important having the social proof on the page.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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