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.