The world of engaging B2B buyers has changed. DemandGen’s “B2B Buyers Survey Report” uncovers fundamental shifts that all B2B marketers should know. Although the research was conducted prior to the global COVID-19 pandemic, the challenges of our “new normal” reinforce these trends.
Among the takeaways from the data? The increased importance of first-contact channels such as website and advertising/direct mail in the research phase of the buying cycle; the growing role of content (email, direct mail, marketing collateral, online resources) in helping buyers present a strong ROI case; and the need for vendors to provide buyers with a steady stream of resources throughout the buying cycle.