As B2B purchases become more complex, it’s important to take a look at some of the latest B2B buyer trends in the market. Buyers are becoming more selective in terms of the content they consume, to make their buying decision.
While B2B buyers continue to rely on trustworthy and credible sources, expert opinions and their peers to inform and educate themselves, their content preferences keep fluctuating over time, with various new content formats being introduced into the market. According to Demand Gen Report’s annual survey on content preferences, B2B buyers are “becoming more discerning and selective in the content they decide to consume”.
