When 88% of business-to-business consumers say online content has played a major to moderate role in vendor selection, B2B marketers need to make sure they are creating compelling online content, and then promoting and targeting effectively. That 88% figure comes from a recent report by The CMO Council and NetLine, as reported by MarketingProfs. The study also found that 94% of B2B buyers, influencers and researchers are not just giving online content a quick look, they are curating and circulating information internally before purchasing B2B goods and services. Targeting and quality of content then should take into account the most common sharing cycles -- led by a from-the-middle-out strategy as execution-level execs use content to educate senior managers about their buying decisions (35%), followed by a from-the-bottom-up pattern as junior execs share with senior management to get buy decisions (30%), and rounded out by a from-the-top-down cycle as senior managers hand content to lower levels for purchase actions (29%). What content is dubbed the most valuable? Research reports and studies (65% of respondents), followed by technical spec sheets and data sheets (50%) and analyst intelligence and insights (46%), according to the survey of 352 B2B buyers (mostly from large companies). Equally important to know for marketers is how potential buyers find online content. The majority (68%) cite search engines and portals, with vendor websites (40%) and trusted sources/peers (25%) rounding out the sourcing. For more on the study, see http://www.marketingprofs.com/charts/2014/24769/how-b2b-buyers-consume-vendor-content
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