Clutch’s survey of 384 consumers of online business content found that 87% of respondents frequently encounter business content using search engines, slightly more than the 85% who find business content through social media and 75% who encounter content most frequently on company websites.
The study indicates that B2B audiences are avid consumers of business content online and use content to inform their purchasing decisions.
By optimizing content for SEO and for their target customers, companies can engage B2B audiences online and work to transition them through their sales funnel to conversion.
B2B audiences consume content frequently and according to their purchasing intent
Clutch’s survey supports industry research that B2B customers extensively research companies and products online as part of their purchasing process.
The survey found that 88% of B2B audiences consume business content online at least once a week.
For the most part, the reasons why B2B audiences consume business content online reflects their buying intent and determines the type of content they prefer.
For example, 45% of B2B audiences read business content online to stay informed about industry trends, the most common reason cited among respondents.
This broad reasoning for consuming content demonstrates low purchasing intent. Thus, this group likely fits in the “awareness” stage of the conversion funnel and consumes content to learn more about a business or an industry before moving forward in their purchasing process.
As a result, they reported blogs and articles as their preferred type of content, since blogs and articles are more likely to focus on broader topics such as industry trends.
On the other hand, B2B audiences that read content to further research a company’s products or services, or to help them make a final purchasing decision, gravitate towards content that speaks to their high level of purchasing intent. Fittingly, this group prefers product descriptions and reviews more than other forms of online content.
Force-feed your marketing funnel now
Contributor John Steinert explains how SiriusDecisions’ Demand Unit Waterfall serves as a wake-up call for marketers who are looking to find real, active demand in their markets and rapidly funnel it to sales.
John Steinert on June 28, 2017 at 4:04 pm
I love B2B marketing. I came for the diversity of challenges. And I’ve stayed for the continuous change. Throughout, I remain acutely aware of the balancing act that’s part and parcel of life in this job. We practice in the space between the scientists who create great products and the warriors who help sell them. We weigh strategic vision against tactical reality.
Last month, I wrote about the potential unifying power of SiriusDecisions’ Demand Unit Waterfall as a strategic concept — bringing all the constituencies in this value chain together around a common understanding of the market and the activity occurring in it. This month, I’m diving deeper into one particular part of our reality: the area where field marketing and sales connect.
I want to share what I think is the fastest, simplest way to add real value to our businesses right now — how marketers can find more of the real, active demand in their markets and funnel that more quickly to sales.
Google’s new Responsive Search Ads can show 3 headlines, longer descriptions – Search Engine Land
— Read on searchengineland.com/google-adwords-new-responsive-search-ads-can-show-3-headlines-297428
Bing Improves Hotel Search, Home Repair Search & Deal Search
— Read on www.google.com/amp/s/www.seroundtable.com/amp/bing-improves-hotel-home-repair-deal-search-26162.html
Need to organize your lead generation efforts but aren’t sure where to start?
— Read on www.forbes.com/sites/forbesagencycouncil/2018/08/08/how-to-make-the-most-of-your-lead-generation-efforts/
Manny Rivas breaks down three attribution modeling concepts and discusses the paid credit metric to help marketers better understand their marketing campaigns.
Manny Rivas on August 6, 2018 at 1:26 pm
Customer life cycles and marketing campaigns alike are becoming increasingly complex and difficult to measure. Marketing attribution is the fundamental, yet complex, concept of reporting multiple user touch points, and it ties the entire customer journey together at the conversion action.
Attribution modeling allows marketers to measure the value of their campaigns across the top, middle and bottom funnel stages plus channels, campaigns and more.
Business-to-business (B2B) lead generation initiatives bring their own set of challenges and considerations to attribution, such as the potential for a long sales cycle, an emphasis on content and other top-of-funnel assets.
It’s essential to understand what is bringing real value. This article will break down three attribution modeling concepts that can help marketers better understand their campaigns in a complex digital environment.
Target CPA and Maximize Conversions are two new strategies that can help you achieve your conversion performance goals and are centered around your unique business. And Target CPA was the most requested feature Opens in new window across our UserVoice platform this year. These two features are part of the way we are investing into technologies and features that help to automate, empower, and simplify common workloads in search advertising. Examples of simplified workloads include Google Import (recently updated), In-Market Audiences, Dynamic Search Ads Opens in new window, and now Automated Bidding Opens in new window.
Unique platform signals
Like each of our bidding strategies, these new additions will leverage unique signals that are only available in our bidding offering to drive real-time dynamic bidding adjustments. Signals can include a user’s web browser, operating system, search query, and ad copy. We also perform real-time bidding adjustments based on the time of day or day of week, a user’s location, and their device type to better achieve your bidding goal.